Throughout 2014, OTAs spent aggressively on advertising, both digital and traditional, to drive incremental booking activity and increase brand-awareness among online travel bookers. For hotels, offline ad spending has greatly influenced where consumers shop. When Booking.com and Hotels.com were at the peak of their offline advertising in the second quarter of 2014, 64% of hotel shoppers visited an OTA, compared to just 57% shopping hotel supplier sites. With varying degrees of brand awareness and minimal loyalty amongst the OTAs, the best chance to influence consumers’ booking decisions is to reach them closer to the start of their research. 66% of consumers who initiate hotel research with an OTA will book with an OTA, and 58% of hotel bookers who initiate research at an OTA for a flight or car will ultimately book a hotel with an OTA. Conversely, 80% of consumers who initiate research at a hotel supplier site will book with a hotel supplier. Get the full story at Compete