Since selling Hotels.com in 2003 and waiting out a five-year non-compete requirement, Diener has returned to the OTA marketplace with Getaroom.com. Launched in 2009, it has the traditional online booking engine but with a retro layer: U.S. call centers where consumers can access lower, unpublished rates. Of course, the call centers also function as a way to upsell consumers to more expensive hotels and room categories. “Hoteliers were looking for other ways to distribute their product and consumers were looking for new values,” he said. “We didn’t see any new models for distribution being created.” Diener spoke with Hotel Interactive about changes in the industry and how hotels can make OTAs work for them. Get the full story at Hotel Interactive