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Hotel-backed site RoomKey.com is still losing the booking battle

Excerpt from Words of Vikram

May 28, 2013 2:26 pm

Skift Take

Very few consumers have ever said “I’m going to go find a hotel on RoomKey.com,” but they have been confused when the webpage pops up after they leave a hotel site. This may make partners happy, but it seems like there are more efficient ways to do this.

— Jason Clampet

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How many times have I heard the hotel brands say they are going to “fight and win” the Internet battle against the big bad OTA wolves? It’s easy to see why the hotel brands are angry/embarrassed: those OTAs have done a massively superior job of marketing hotel rooms online.

So what have the brands decided to do? Unite and conquer. It almost sounds like a joke! “Hilton, Hyatt, InterContinental, Marriott, Wyndham and Choice Hotels walk into a bar…” The punchline is a website called RoomKey.com. It’s the hotel brands’ very own “OTA” response. Now at this point, I know a lot of you in the hotel industry already know about Room Key. But guess what? Everyday travellers have no idea what Room Key is. There are a few good reasons for that.

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