In 2009, Chris Anderson, an associate professor at Cornell University, published a study about Expedia and hotels that was a sensation in the industry. While generally lauded for their good-faith thoroughness, the studies’ conclusions weren’t universally endorsed. Today Anderson wonders aloud about how mobile might change the billboard effect. “As phone/tablet usage grows, we may see a different story. Let’s say consumers switch to having higher conversion ratios on mobile devices. Then they probably won’t shop in an app and then call the hotel directly. They will instead shop and purchase via the app. So the billboard effect may be reduced.” The mobile revolution also favors the intermediaries over suppliers, says Cheryl Rosner, past president of Hotels.com and current CEO of Stayful, an intermediary platform for bidding and booking boutique hotels in 10 US markets. Get the full story at Tnooz