IN-DEPTH: Today there are distribution channels that offer more than just rooms. On top of this the digital and notably mobile aspects of technology are redefining the travel market and Google and Apple look likely disruptive forces. EyeforTravel’s Ritesh Gupta investigates this rapidly changing landscape.
Working out how much to rely on intermediaries and how much to drive direct business is tricky for hotel firms. Of course, OTAs are an important and necessary distribution channel, but it is important to determine the right kind of ties.
When it comes to the critical things, the role of the OTA has changed very little. OTAs help to reach brand agnostic consumers who may not be familiar with a particular travel brand. In this respect OTA’s do a great job of packaging travel components to give the customer the benefit of one-stop shopping.