In this model, hotels are almost entered into an involuntary auction. Unlike on metasearch, where the hotel is proactively bidding for its rate to be chosen, hoteliers generally partner with OTAs in order to distribute their rooms to an audience they wouldn't be able to reach directly. It may be an expensive channel, but it tends to be a reliable one. If rates on that channel are now in competition with those from other, cheaper suppliers, hoteliers no longer need to worry only about maintaining parity between their direct and OTA rates but also maintaining parity between direct, OTA, and unknown-third-party-on-OTA. Get the full story at Triptease