The new Google travel ecosystem… from the user point of view
Back in July 2010, when Google said it was splashing out $700 million on air search and shopping tech provider ITA Software, officials put together a handy diagram. The online travel ecosystem, as it was called, outlined where Google’s latest acquisition sat in the world of travel distribution and was produced in part to demonstrate to US regulators that despite it suddenly making a serious move on the world of travel, other providers remained and were apparently plentiful.
Dynamics Shifting in OTA-Hotelier Relationship as APAC Hotel Market Matures
The ongoing battle between hoteliers and third party intermediaries over control of inventory and the customer is set to become more complex as a massive influx of supply and changes in consumer behaviour converge to transform the hotel landscape in Asia Pacific. In other words, expect to see power shifts between OTAs, in particular, and hotels as the former moves in to ride on the boom and consolidate their hold while global hotel brands crank up their inventory in the region.
Pricing strategies and understanding the value conscious and social consumer
New research SAS’ Hospitality and Travel Global Practice shows that a low price will not overcome the impact of a negative review. Consumers will look at the review sentiment first, eliminating any choice with negative UGC, and then move on to evaluate price and other attributes. This is not to say that a low price is not attractive, but rather, that consumers are value conscious, rather than simply price conscious, and they will look at the whole package. User-generated content, in the form of ratings and reviews, have become a key part of this value equation.
OTAs drive four and five-star hotel overnights
According to a new study, rooms at four-star hotels in Europe can now increasingly be booked for the price of middle-class accommodation. The same applies for luxury hotel overnights, offered at reduced rates by OTAs. As a result bookings for four and five-star accommodation have increased and will probably continue to do so.