The grienvances about OTAS
• Commission level from 15 to 25%
• Restrictive conditions : obligation of parity rate and room availibilities
• Online reputation : If a guest writes a comment positive or negative on Tripadvisor, the hotel can answer publicly.
With Expedia, guests can write bad comments but hoteliers can respond privacy but It does not appear on the site.
• Lost direct relationship the guests
• The billboard effect
According to a Cornell University study, Hotels listed on Expedia will benefit 8 to 26% direct reservations simply as a consequence of being seen on Expedia
• Multiscreen capabilities
Expedia for example developed his scratchpad unabling the customer to start a session on a tablet, continue on their mobile and perhaps close the deal on a desktop
Hotels sites should watch, learn and replicate what seems to work rather than ignore the evolution in customer needs and wants online.
• Direct relationship
While the book may come from a third, some hotels embrace this as an opportunity to build customer loyalty by asking their email at check-in or form part of the hotel loyalty program, or either enjoy a promotion.
So friends or foes?
At the end of the day, online travel agencies are neither friends nor enemies. A necessary evil, perhaps? They play a key role in promoting travel, accommodation transport, including things to see and do once to a given destination, ie restaurants, tours, attractions
the question is more about how you can drive more business to your website directly rather than why part of the company via OTA
hoteliers need to keep their attention on a quality experience while maintaining their leadership in the online world. OTAS the part of the equation.
To you know how to manage your benefit !