A survey conducted by WYSE Travel Confederation among 57,000 travelers under the age of 30, revealed that 47% of this demographic book their accommodation on OTAs! It’s a figure that’s prompting more and more hoteliers to take an interest in the matter and promote their hotel websites.
Online travel agencies (OTAs) are often criticized for cannibalizing the direct sales of independent hotels, “brandjacking” Google search results (in SEO and SEA), and charging ever higher commissions for hotel room bookings.
The trend shows that OTAs keep getting stronger over time, and are gaining ever greater weight in hotels’ turnover.
