Insight
Hotels have spent approximately $100 million over the past decade attempting to drive direct bookings and reduce reliance on Online Travel Agencies (OTAs), with limited success in shifting OTA market share.
Hotels Spent $100 Million Fighting OTAs. Did It Actually Work?
Summary
Hotels spent $100M trying to bypass OTAs over 10 years, but OTA market share remains largely unchanged. Loyalty programs emerged as the key strategic weapon, shifting focus to operationalizing AI and ROI.
Key takeaway