1. The Hotel Experience is Largely Homogenized Until very recently, hotel brands have catered to loyal customers who want something reliable, familiar and safe (ahem, boring). Place any traveler in a Hilton, Holiday Inn or Marriott guest room and they most likely will not be able to identify the brand they’re staying at or even be able to tell the major brands apart. So, because the experiences are similar no matter where you book, travelers instead use price as a point of differentiation. 2. Hotels Willingly Surrender Rooms to Be Sold Based on Price When you hand over your room inventory to a 3rd -party channel, you are pitted up against your competitors (who have also lowered their rates) in a platform that makes your region appear overcrowded with options. To narrow down and simplify their choices, consumers are drawn to the one thing that does make each hotel listing different – the price. This is why OTAs allow users to filter by price rather than by “best martinis” or “closest to cool stuff in the neighborhood.” Get the full story at Tambourine