Discover the billboard effect, where OTA visibility leads to more direct bookings for hotels.
The billboard effect describes the phenomenon where a hotel's presence and visibility on Online Travel Agencies (OTAs) indirectly lead to an increase in direct bookings on the hotel's own website. Guests discover the hotel on an OTA, but then visit the hotel's official website to learn more, compare rates, or book directly.
This effect is significant for hotels as it demonstrates that OTAs can serve as powerful marketing channels, even if the final booking doesn't occur through them. For instance, a boutique hotel listed prominently on a popular OTA might see an uptick in direct website traffic and bookings from guests who initially found them on the OTA but preferred to book directly after researching the hotel's unique offerings.
Related terms
- OTA
- Direct booking
- Referral traffic
- Metasearch
