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March 15, 2017
This One Chart Explains the Hotel Loyalty-vs.-OTA Problem
This is the double-edged sword hotel chains face. Some of the big hotel brands have achieved driving travelers into their loyalty programs and encouraging program members to book direct. And this is no doubt a huge success. But they clearly struggle to bring new travelers into the fold. In the battle for those price-sensitive, brand-agnostic leisure travelers, they face formidable competition in the marketing muscle of the OTAs. Copyright 2017 Phocuswright Inc. All rights reserved. From http://www.phocuswright.com.
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