The topic of online travel agencies is a hotly debated topic within the hotel industry. Like the major Hollywood studios that powered the golden age of film, a small number of OTAs dominate distribution, promotion and production of hotel bookings.
While hotels may prefer to have as much traffic as possible channeled directly to their websites, the reality is that consumers value the convenience of cross-brand shopping. For the vast majority of hotels, excluding the OTA channel does not increase profitability. Instead, to be successful, hotels must effectively manage their distribution and content across all channels - particularly those that possess a significant amount of business potential.
This unabridged collection of slides supported my portion of the VFM Leonardo webinar "Turn OTA Lookers into Bookers - How Improving Your Look on OTAs Can Drive Direct Bookings" helld on September 25, 2013.