OTAs' share of the online travel market reached 39% in 2016 and will slowly continue to increase to 41% by 2020, with US$81.4 million in online gross bookings. Hotels now account for more than half of OTA domestic gross bookings and will continue to increase through 2020 as OTAs focus on growing the hotel segment and widening hotel inventory. Rate parity clauses still hinder hoteliers from undercutting OTA prices, and OTAs are creatively outmaneuvering suppliers. "One hotelier, Red Lion, partnered with Expedia allowing travelers to book Red Lion's rewards program rates, sign up for the loyalty program, and earn membership points and benefits through Expedia.com and Hotels.com," says Phocuswright's senior research analyst, Maggie Rauch. "Travelers receive loyalty points with Red Lion as well as Expedia Rewards Points, which in the long run could incentivize travelers to continue to book through OTAs and 'double-dip' on loyalty points." Get the full story at Phocuswright