World Panel
Viewpoint20 July 2020

Is there future for a hotel-owned OTA?

Digital Marketing in Hospitality

— 8 experts shared their view

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Is there future for a hotel-owned OTA?
This viewpoint was created by
Max Starkov, Adjunct Professor NYU Tisch Center for Hospitality and Hospitality & Online Travel Tech Consultant
Erik Muñozsupplier view
Chief Commercial Officer (CCO) at Lybra.tech

No - that wouldn't have a strong chance of success.  The hotel business is primarily a hospitality retail and real estate business - not a high-performance e-commerce business.  The expertise and skills required to be successful as a hotelier are vastly different from the attributes required to succeed in the OTA business.  Owners would probably get better returns from their hotel asset if they 'OTA-branded' their property.  For the right portfolio of properties, I'm sure an OTA could easily create a hotel brand, to be sold exclusively by them - so the hotelier could just focus on profitable service-delivery.

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