In recent years, the hotel sector has internalised and accepted a number of statements about OTAs that are imprecise at best, if not completely false. These “urban myths” prevent us from seeing reality as it is and in many cases cause us to make the wrong decisions.

Nobody is questioning the idea the OTAs contribute value and are essential tools for online marketing. But that does not stop many of the comments on the benefits of OTAs from being too generous, if not false.