Read us | Listen to us | Watch us | Join Live Events | Turn Off Ads | Live |

Click on your language to translate this article:

Afrikaans Afrikaans Albanian Albanian Amharic Amharic Arabic Arabic Armenian Armenian Azerbaijani Azerbaijani Basque Basque Belarusian Belarusian Bengali Bengali Bosnian Bosnian Bulgarian Bulgarian Cebuano Cebuano Chichewa Chichewa Chinese (Simplified) Chinese (Simplified) Corsican Corsican Croatian Croatian Czech Czech Dutch Dutch English English Esperanto Esperanto Estonian Estonian Filipino Filipino Finnish Finnish French French Frisian Frisian Galician Galician Georgian Georgian German German Greek Greek Gujarati Gujarati Haitian Creole Haitian Creole Hausa Hausa Hawaiian Hawaiian Hebrew Hebrew Hindi Hindi Hmong Hmong Hungarian Hungarian Icelandic Icelandic Igbo Igbo Indonesian Indonesian Italian Italian Japanese Japanese Javanese Javanese Kannada Kannada Kazakh Kazakh Khmer Khmer Korean Korean Kurdish (Kurmanji) Kurdish (Kurmanji) Kyrgyz Kyrgyz Lao Lao Latin Latin Latvian Latvian Lithuanian Lithuanian Luxembourgish Luxembourgish Macedonian Macedonian Malagasy Malagasy Malay Malay Malayalam Malayalam Maltese Maltese Maori Maori Marathi Marathi Mongolian Mongolian Myanmar (Burmese) Myanmar (Burmese) Nepali Nepali Norwegian Norwegian Pashto Pashto Persian Persian Polish Polish Portuguese Portuguese Punjabi Punjabi Romanian Romanian Russian Russian Samoan Samoan Scottish Gaelic Scottish Gaelic Serbian Serbian Sesotho Sesotho Shona Shona Sindhi Sindhi Sinhala Sinhala Slovak Slovak Slovenian Slovenian Somali Somali Spanish Spanish Sudanese Sudanese Swahili Swahili Swedish Swedish Tajik Tajik Tamil Tamil Thai Thai Turkish Turkish Ukrainian Ukrainian Urdu Urdu Uzbek Uzbek Vietnamese Vietnamese Xhosa Xhosa Yiddish Yiddish Zulu Zulu

The “billboard effect” of online travel agents

When a hotel is listed on or, it receives reservations not only through that channel, but it also gains reservations through other channels, such as its own web site or tel

Print Friendly, PDF & Email

When a hotel is listed on or, it receives reservations not only through that channel, but it also gains reservations through other channels, such as its own web site or telephone reservations. According to a hotel Internet marketing study by Cornell assistant professor Chris K. Anderson, this “billboard effect” increases both reservation levels and average daily rate. He calculates the value of the billboard effect in a new report from Cornell’s Center for Hospitality Research, “The Billboard Effect: Online Travel Agent Impact on Non-OTA Reservation Volume.” This travel research is available at no charge at

“The online travel agents (OTA) argue that they give hotels visibility in addition to channeling reservations to them,” Anderson explained. “I wanted my travel research to test the value of that visibility. For the four hotels I tested, the increase in total reservations ranged from 7.5 to 26 percent, not including those received from the OTA. This study adds another perspective to the relationship between OTAs and hotel chains, especially given the current disagreement between Choice Hotels and Expedia.” and JHM Hotels cooperated in this hotel Internet marketing experiment by sharing data and allowing an unusual listing pattern for the four hotels. Each was listed for a period of time on Expedia, and then each hotel was removed totally from the site. Those hotels recorded excess bookings through other channels when they were listed on the Expedia site — indicating that they had gained visibility even if guests eventually booked through another channel. Average daily rates for the test hotels in the travel research were slightly higher during the times that the hotels were listed on Expedia.

Print Friendly, PDF & Email