The following is an excerpt from Max Starkov’s latest contribution to the “Successful eMarketing” blog on HOTELS magazine’s website.
Since 2008, OTAs have increased their market share in hotel distribution by nearly 45%. This is a serious setback for the hospitality industry and a return to the bad practices of the post 9/11 era. In the midst of improving economic climate and rising travel demand, can hoteliers reverse this negative trend and take back control of the online distribution channel?
There is no doubt that hotel distribution has changed dramatically over the past 16 years since the advent of the “commercial” Internet. Online distribution, social media and the mobile Web have all changed how we connect with, engage and ultimately convert customers. But the fundamental principles of hotel distribution have not changed that much. Hoteliers need to focus on distribution channels that “pass the litmus test” i.e.: Read more