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How Independent Hotels Can Take Advantage of OTAs, While Still Encouraging Direct Booking

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by Ilse Scott
California Lodging News
Summer 2016

Ilse Scott's article, "How Independent Hotels Can Take Advantage of OTAs, While Still Encouraging Direct Booking," was published in the Summer 2016 issue of the California Hotel & Lodging Association's quarterly publication, California Lodging News.

From the article...

"In recent years, online travel agencies (OTAs), such as Expedia and Priceline, have seized an increasingly large market share of hotel accommodation bookings. OTA advertising budgets dwarf those of most hotels, and OTAs benefit from a consumer preference for online booking and the perception that OTAs offer the best available rate. Larger hotels have competed with OTAs by aggressively marketing the benefits of direct booking and developing sophisticated customer loyalty programs. Smaller, independent hotels risk being left in the dust if they fail to utilize targeted, cost effective strategies to engage consumers.”

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