VTV Channel - A Vlog focusing on Hotel Merchandising Online » online bookings http://vtv.vfmleonardo.com Fri, 20 Jan 2012 15:22:14 +0000 en hourly 1 The Billboard Effect http://vtv.vfmleonardo.com/the-billboard-effect/ http://vtv.vfmleonardo.com/the-billboard-effect/#comments Mon, 11 Jan 2010 14:00:31 +0000 VFM Leonardo http://vtv.vfmleonardo.com/the-billboard-effect/ Chris Anderson, Assistant Professor at Cornell University shares the results of a research study “The Billboard Effect” conducted in partnership with JHM Hotels and Expedia. In the study, four properties were cycled on and off Expedia over a period of three months.

Here’s what you will learn in this episode:

- Hotel placement on Expedia results in a 20% increase in bookings on other channels
- Reservations made on other channels (call center, brand.com, other sites) offset reservations made on OTAs
- Rates attained while being listed on Expedia were about 2-3% higher

The bottom line: Hoteliers need to think of OTAs as marketing vehicles versus reservation engines.

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