The OTA customer is not a hotelier’s customer. How can the hotelier combat the OTAs?
This reality might come as a bit frightening. The OTA booking experience is superior to that of hotels as it allows the traveler to shop for airlines, accommodations and car rentals simultaneously through one single guest profile. It simplifies the travel buying process and does it very well. The cost of building this type of massive interface was borne partially by you the hotelier and is continuously paid out through a high commission rate.
The challenge of the OTA is not going to be solved simply by building a better mousetrap—that is, a website. If you want to reduce the OTA component of your business, you had better develop an infrastructure that replaces this segment.
By: Larry Mogelonsky
(President and founder of LMA Communications Inc., an award-winning, full service communications agency focused on the hospitality industry (est. 1991).)
The above is an extract of the original article available at: HotelNewsNow