OTAs are ‘moderate’ threat to hotel industry, finds study

Online travel agents (OTAs) are a “moderate” threat to hotel owners, according to a new study from Travel Technology Europe (TTE).

The survey revealed that the majority of technology buyers (57%) beleive there is a “moderate” threat from OTAs to “non-proactive” hoteliers.

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A further 29% believe there is a moderate threat to all hoteliers, despite how proactive they are, while some 14% believe the current threat to hoteliers from OTAs is “very serious” but will lessen in the future.

David Chapple, event director at TTE, said: “As part of our development as an event, we aim to identify future issues and upcoming trends across the travel tech industry to ensure we can help buyers understand, tackle and benefit from these challenges and opportunities.

“The threat to the hotel industry from OTAs has been well documented but the majority of our respondents (57%) believe, if hotels are proactive in their response to this threat, it need only to be moderate.

“However, 100% of survey respondents agree there is a threat of some level – whether moderate or serious – and this is why we are addressing this topic in our hospitality conference stream.”

TTE, which will take place on 22-23 February, will also feature a ‘Hospitality Tech Showcase’ that will connect technology professionals to more than 30 suppliers with solutions for revenue generation, guest experience and operational management.

In addition, the conference programme has its own hospitality stream covering how technology can help overtake OTAs, the future of payment, channel management systems and successes and failures of guest-facing technology.

Online registration is now open for Travel Technology Europe, which takes place at Olympia London. Visit to apply for a free visitor pass.

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