As travel agents, online distribution partners, and airlines compete to book more hotels rooms, hoteliers are maneuvering to sell a greater share of rooms directly to customers.
Today, a significant portion of hotel bookings come through third-party intermediaries as consumers use online travel agents and search engines to make price comparisons and troll for discounts. Hotel companies must win the hearts of customers by simplifying the reservation process and giving travelers more flexibility and choice. But travel agents and search engines won’t give in easily.
This article first appeared in Hotel News Now.
