In this interview with VTV, I discuss the results of a research study called “The Billboard Effect”, conducted in partnership with JHM Hotels and Expedia. In the study, four properties were cycled on and off Expedia over a period of three months.
– Hotel placement on Expedia results in a 20% increase in bookings on other channels
– Reservations made on other channels (call center, brand.com, other sites) offset reservations made on OTAs
– Rates attained while being listed on Expedia were about 2-3% higher
The bottom line: Hoteliers need to think of OTAs as marketing vehicles versus reservation engines.