Summary: HeBS Digital CEO Max Starkov will discuss the true cost of OTA distribution and present the hotelier's action plan for investing in the direct online channel at EyeforTravel's New York conference, "Travel Distribution Summit North America," September 11, 2014.

NEW YORK, NY - August 27, 2014 – HeBS Digital's President & CEO, Max Starkov, will present on the "Future Role of Intermediaries and the Consequential Ripple Effect" at EyeforTravel's Travel Distribution Summit North America Conference on September 11, 2014 in New York City.

Alongside Cheryl Scheideler, Head of Advertising & Business Development for Five Star Alliance and Kaustubh Latkar, General Manager and Business s Evangelist at Tavisca Solutions, Starkov will present on topics such as:

  • Why are meta-search companies taking such a hold of the travel market? How have they influenced purchasing behavior?
  • How should a hospitality company achieve higher ad positions, better conversion rates, higher ROIs and lower cost per-clicks through a data-driven SEO strategy?
  • How can individual travel brands, such as hotels and airlines compete in a space in which intermediaries are acquiring new business?

Since 2001, HeBS Digital has been helping hospitality companies shift share from the OTAs and generate the highest returns from the property website and digital marketing initiatives. Having authored numerous articles on the role of OTAs and intermediaries in the hospitality space, including "The OTA Billboard Effect or the Lazy Man's Approach to Hotel Distribution," "Can Hoteliers Take Back the Initiative from OTAs?" and "The End of the OTA Merchant Model – This Time for Real," HeBS Digital continues to drive direct online revenues for its clients while remaining at the forefront of developing emerging technologies and strategies for hotel digital marketing success.

"The OTAs have aggressive advertising budgets meant to drive bookings away from the hotelier's property website," said Starkov. "Initiatives such as a strong search engine optimization strategy and dynamic rate marketing, an advertising format featuring real time rates and availability in various advertising campaigns such as banners, meta search marketing, email, and Google Adwords, have already proven to be invaluable in revenue generation and shifting share from the OTAs. In my presentation I plan to provide an overview of the true cost of OTA distribution as well as an action plan to alleviate over-dependence on the OTAs and drive more bookings through the direct online channel."

Click here to learn more and to register for EyeforTravel's Travel Distribution Summit North America Conference on September 11, 2014 in New York.

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