CustomerswhobookthroughOTAsfactsandtrends

Understanding how travellers behave is critical to our business, and this insight ensures our hotel partners can connect and engage with travellers today and in the future.

The USD 1.4 trillion global travel market is growing rapidly, is highly fragmented and highly competitive.

According to a recently released Phocuswright White Paper, just under three quarters of Australian hotel shoppers booked their travel online via OTAs, compared with just 21% who went direct to the hotel. So what differentiates an OTA booker versus someone booking direct with the hotel?

Everyone knows (or thinks they know) a lot about OTA consumers: it’s regularly acknowledged that they’re value-conscious, brand-agnostic shoppers who spend time searching online for the perfect hotel or holiday. Those things are true, and when it comes to attracting them to your hotel, the Expedia group can offer a little more insight.