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In an effort to reduce costs, hotels wanting travelers to skip OTAs have increased marketing through social media to build brand awareness and attract travelers before they ever consult search engines.
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Until recently, OTAs were rising in popularity for hotels too. They provided an obvious opportunity for promotion and a way to generate bookings without having to do your own online promotion. But things are starting to change.
A recent report by Ecole hôtelière de Lausanne and RateTiger suggests that hotels are refocusing on direct sales. It found that OTAs generate the majority of hotel bookings at 35% at the moment. However, the same hotels also reported their intention to move away from OTAs in favor of direct bookings.