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
Larry Mogelonsky
Managing Director Hotel Mogel Consulting Limited

A hotel-owned OTA? Sorry, everyone, you may have the cart before the horse! How about an OTA that buys a hotel brand? I made this bold forecast back (maybe) six-seven years ago. What is a hotel brand, really, without distribution? If the battle for eyeballs is between Expedia and Priceline, why not secure your inventory through ownership. Think: you can control pricing, ensure your products are 'first' in the pecking order, and even manage commission structures. While it may seem far fetched, COVID-19 may create some valuations that could encourage a large cash-rich and levered Wall Street guru to bundle it. I'm not counting anything out at this stage.

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