OTAs (online travel agents) were recently described as the ultimate frenemy … but there is nothing friendly about the way they are squeezing the hospitality industry. So drop the ‘fr’ and call them what they have become.
The relationship between hotels and OTA has always been complicated, but nobody can deny the impact that OTAs have had on global travel and hospitality, connecting travelers to hotel rooms with efficiency and ease. Despite this, major hotel chains are engaging in an online war with the very travel sites that helped get their businesses off the ground. What may have started as a partnership has turned into a battleground, with many hotel brands investing in major marketing campaigns to combat the army of OTAs dominating the market.