Digital marketing agency Fat Media has said hotels need to up their ‘digital game’, or lose out to Online Travel Agents (OTA’s).
David O’Keefe, digital account director at Fat Media, said over the last few years OTA’s have come to dominate the travel market and online accommodation searches. “Hotels really need to invest in their own online presence,” he said, “or potentially see a falling profit as they become reliant on OTA’s for their bookings.”
O’Keefe added: “OTA’s aren’t the enemy, obviously they can grow your booking revenue, but that comes at a cost, with OTA’s now increasing commissions for bookings to up to 25% of the fee.
“Hotels need to be savvy in how they market themselves and invest in their online presence to ensure they keep control of their brand and their new bookings’ business.”