By Cindy Estis Green
The hotel industry traditionally received reservations through calls, walk-ins and travel agencies. But more recently, at annual growth rates of 10-15%, technology aggregators have grown into a considerable force, with two online travel agencies (OTAs) representing a meaningful share of the domestic hotel business, particularly for leisure travelers.
Meanwhile, in the past year, major hotel brands expanded loyalty offerings for booking direct through their websites. Search engines and mobile apps are the emerging models for travel, and it appears the digital experience may be the differentiator in consumer choice when it comes to hotel bookings in the future.