This is known as “ The Billboard Effect”.Ī 2011 study which looked at consumers’ online pre-purchase behavior found that around 75% of people who made direct reservations with a major hotel brand had visited an OTA website before booking directly with the hotel. OTAs give you a low risk opportunity to grow your business, especially if you have limited marketing funds.Įvidence shows that being listed on an OTA can bring more traffic to your property’s own website, because consumers often use OTAs for their search before booking directly.
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Their investment in on online and tv advertising, billboards and sponsorships, social media and other marketing channels helps hotels to engage hard-to-reach travelers they couldn’t afford to reach otherwise. Online marketing investments you don’t have to makeĮvery year OTAs spend millions of dollars attracting consumers from around the world to their online travel marketplaces. Here’s why hotels like yours are choosing to use OTAs. And that means OTAs can play an important part in your distribution strategy. In fact, travelers today use OTAs 50% more than hotel websites to compare leisure travel options. Why work with an Online Travel Agency (OTA)? At no cost, OTAs provide a variety of tools-from real-time access to market data to tools for managing reviews-to help their partners be successful. The OTA provides a secure booking platform and is the traveler’s main point of contact for booking amendments and cancellations.
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only looking for pools, free Wi-Fi, or air conditioning-the OTA will align travel criteria with the detail provided by the hotel, displaying the properties that match best. If they use filters to narrow their search-e.g.
Listings are displayed to travelers searching for places to stay in your destination. The OTA provides opportunities to showcase rooms and properties through amenity descriptions, photos, nearby points of interests and more. OTAs make money only when rooms are booked, collecting a percentage of the total value of each secured reservation.
There are no upfront fees to list rooms in the marketplace. Hotels of all sizes–including bed & breakfasts, inns and ryokans–sign contracts to list their properties on an OTA. Additionally, OTAs provide market insights and tools for targeting travelers, securing and processing bookings, communicating with guests and managing reviews. OTAs provide access to your potential guests in locations and at volumes that would be difficult for you to access through your own marketing efforts. Every day, millions of travelers around the world use OTAs to plan leisure and business travel. An online travel agency (OTA) is a web-based marketplace that allows consumers to research and book travel products and services, including hotels, flights, cars, tours, cruises, activities and more, directly with travel suppliers.