You simply can’t leave the success of your hotel in the hands of the OTA’s. Yes, everyone has been saying the same thing for years, but as we continue to emerge from the recession, 2012 will become a critical year to enhance your financial position. Look for additional opportunities that provide a better ROI on an affordable basis. While many of these opportunities are digital-based (online, email, social media, and mobile), don’t forget about print. Print advertising is alive and well and it is still a powerful option to attract travelers.
The key here is to carefully review and measure your success across the board. If OTA’s are providing you with more than 40% of your total revenue, chances are that further marketing diversification can increase your bottom line over time.