The Disruptors: Death of the 'Billboard Effect' | HotelsMag.com

A study by the University of Maryland Smith School of Business Center for Service Excellence and sponsored by the AHLA Consumer Innovation Forum, outlines the travel consumer’s booking path, or “click-stream,” shows the dramatic changes in booking behavior over the past five years. Early findings indicate that a majority of consumers who begin shopping on an OTA do not leave that OTA to book on a brand.com website.