Hotelier’s Action Plan to Win Back Market Share from the OTAs

the Authors and HeBS Digital | October 15, 2015

By Max Starkov and Sara O'Brien Background: Despite a booming hospitality economy and record occupancy rates, ADRs and RevPARs, OTA market share is creeping up to frightening rates. It has been on a steady incline for some time; so much so that inflated OTA market share is starting to feel like the new norm. The recession had far-reaching effects on the hospitality industry and today the OTAs continue to gain market share at an uncomfortable pace. Let's take a look back to illustrate what we are referencing: Pre-recession, back in 2007, 85% of all online bookings came via brand.com (i.e. direct) vs. 15% through the OTA channel (85:15 ...