Hoteliers need to recognise that the OTAs are not the enemy, even though historically there may have been some practices and fee structures that were not as balanced as they should have been. The OTAs have massive marketing reach. They can tap into markets that hotels can’t reach. They offer huge choice and convenience to the consumer and for that reason customers will continue to use them. For hoteliers to continue to class them as the villain is wrong; they have to recognise the value and opportunities they do bring and work with them more in partnership rather than an adversarial fashion. Hotels can spend every waking hour trying to compete with the OTAs and they will never see the same ROI, whether through discounting or competing on marketing spend. That is also a detrimental zero-end game for the hotels. They need to recognise the middle ground is the right approach. Get the full story at Duetto