As Online Travel Agencies (OTAs) become more powerful, hotels are trying to reduce dependency and drive direct bookings. Four Seasons SVP of Marketing Elizabeth Pizzinato believes the relationship between hotels and OTAs is symbiotic. While OTAs drive a significant amount of traffic to hotels, brands need to find what unique experiences they can offer to those who book directly on their sites.

Hotels can incentivize direct booking by providing consumers with content on site before and after a reservation. And their knowledge of consumer habits allows them to provide a personalized stay. Social media is increasingly becoming a significant source of vacation bookings, and promotions on social platforms can lead travelers to skip the OTAs and book on brand sites.

For more on the digital competence of 50 global hotel brands, download a copy of L2’s 2015 Digital IQ Index: Luxury Hotels.

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