Expedia now has study to confirm the Billboard effect!
November 19, 2009 at 9:44 pm | In Uncategorized | 3 CommentsTags: hotel blog, hotel industry, hotel revenue management, hotel sales
As much as many hotels feel a love/hate relationship with Expedia, research results were published this week to prove what they have always maintained — that ‘for every reservation made on Expedia, another is made through the hotel web site.’ If ever there was an example of the OTA as travel search engine and the ‘electronic billboard effect’ this is it. The study and the corresponding graph illustrated the percentage increases in reservations to four hotels’ web sites when they appeared on Expedia and when they didn’t or were dark on Expedia. The increases in reservations to the hotel’s web site when they appeared on Expedia ranged from 7-26% — the 26% increase was for an independent hotel. Expedia is still the ‘Big Dog’ in the OTA space – like it or not.
This study was conducted by Cornell University and appeared in HotelMarketing.com on 11/12/09.
See the graph below.
I have always maintained that The OTAs and the internet in general levels the playing field for independent hotels — in this study they were the big winneers in the BillBoard effect!
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[...] This post was mentioned on Twitter by HSMAI Los Angeles, E-Marketing Assoc. E-Marketing Assoc said: Blog: Expedia now has study to confirm the Billboard effect!. http://ow.ly/E68k [...]
Pingback by Tweets that mention Expedia now has study to confirm the Billboard effect! « Hotel Sales Blog -- Topsy.com — November 21, 2009 #
This is the main reason I read hotelsalesblog.com. Unbelievable post.
Comment by Brooke — March 8, 2010 #
Thanks for taking the time to comment Brooke!
Comment by carolverret1 — March 8, 2010 #