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A Ten-Step Program for Easing Your Hotelís OTA Dependency
Aug 30, 10 | 1:59 am
These days, bashing online travel agencies has become a popular sport. The likes of Expedia, Travelocity and Priceline are being blamed for commoditizing hotels, for decimating rates, and for training travelers to demand deep discounts. We can probably find a way to blame them for that oil spill in the Gulf of Mexico too.
Not that OTAs need defending, but the reality is, we as hoteliers share the blame. It's our signature on OTA agreements. We give them access to inventory at heavily discounted rates. And we've taught travelers to look for the best deals on OTA sites.
Case in point: While reserving a hotel in Chicago last month, I found six different rates for the same room. The lowest came from Expedia at $180. Inconceivably, the highest rate came from the hotel's in-house reservations department at $229. Such "rate disparity" is rampant.
What started as casual use has become an unhealthy addiction. Meanwhile, while hotels are staggering toward recovery, the OTAs are boasting enormous growth. It's time to take back some of the control we relinquished during desperate times. To that end, here's a ten-step program for easing your hotel's OTA dependency.
As for that hotel in Chicago, I asked them to match the Expedia rate. They agreed, so like a good hotelier I booked direct. Don't make your guests jump through the same hoops.
Daniel Edward Craig is a former general manager turned hotel consultant and the author of the Murder at the Universe. His articles and blog about issues in the hotel industry are considered essential reading for hoteliers, travelers and students alike. Visit www.danieledwardcraig.com or email email@example.com. Twitter: dcraig.
Travel Sites Get Boost from Four-Star Hotels at Three-Star Prices, Ben Steverman, Business Week
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