New Research: 5 Things Hoteliers Need to Know About OTA Travelers

Travel providers continue to feel the effects of the Covid-19 pandemic, but many would agree that as widespread vaccine inoculations roll out, rapid testing sophisticates, and health passports are developed, there is a light at the end of the tunnel. As hospitality leaders prepare for the beginnings of travel’s recovery, paying close attention to new behaviors and demands of travelers will be key. According to new research from Expedia Group done in partnership with global research firm BVA BDRC, travelers that book trips with online travel agency sites (OTAs) will be valuable to the industry’s rebound. Expedia Group’s economic impact study, which looks at OTA traveler behavior and spending patterns across the U.S., the UK, France, and Mexico through the lens of Covid-19, found that the contribution of OTA travelers — especially in the domestic category, where initial rebound will be strongest — should not be overlooked. “Historically, OTAs have contributed a significant amount of value to the tourism industry and the overall economy — from the spend generated by OTA travelers, to the number of jobs generated — and we expect this to continue as the industry recovers from the impacts of the pandemic,” said Melissa Maher, senior vice president, Marketing and Industry Engagement, Expedia Group. “Because OTA customers tend to travel for leisure, and place value on overall trip experience, their spending patterns make them valuable guests as properties reopen their doors.” Here, we look at five takeaways from the research that hoteliers should keep in mind about OTA travelers as properties reopen their doors. 1. OTA travelers spend on par, and sometimes more, on their accommodation and on amenity services than direct bookers. There’s a common misperception throughout the hotel industry that direct bookers are more profitable