Online Travel Agencies: More Than a Distribution Channel
- November 2014
- Lorraine Sileo
This research made possible by Expedia Lodging Partner Services.
The purpose of this white paper is to explain the role of OTAs in the travel landscape as a significant and effective marketing and distribution channel. It specifically supports OTA value at broadening reach and attracting new customers including international guests to hotel properties and encourages hoteliers to effectively use OTAs as an integral part of their marketing and distribution strategies. The paper applies current research from Phocuswright and academic studies to support these perspectives.