New Research: 5 Things Hoteliers Need to Know About OTA Travelers
Skift Take
New research shows that travelers that book trips via online travel agencies will play a significant role in hospitality’s recovery. Hoteliers that keep the evolving wants and needs of OTA travelers in mind will have an advantage as properties reimagine how they do business.
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 signific
