PhocusWire Pulse: Emerging Innovation - Marketing tactics to look out for

The early days of the pandemic saw a rapid shift to direct booking as travelers sought the most up-to-date information from travel providers.

The jury is still out on how far hotels will be able to capitalize on the trend and nurture those direct bookers or whether distribution will swing back in favor of the online travel giants.

Peter O’Connor, professor of strategy at the University of South Australia joined the PhocusWire Pulse: Emerging Innovation event in December to discuss travel marketing tactics.

O’Connor, who is also a senior analyst for Phocuswright, talked of the likelihood of OTAs regaining momentum and the tools they might employ.