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The Power of Visibility: Why Tourist Accommodations Should Be Listed on Multiple OTAs

In today’s highly competitive tourism industry, visibility is vital for the success of accommodations. As travelers increasingly turn to online channels like Booking.com, Expedia, Airbnb, Vrbo, etc., to search and book their stays, the importance of being listed on multiple Online Travel Agencies (OTAs) cannot be underestimated. Here are the most important reasons why:

1. Access to a Wider Audience

By listing their accommodations on multiple OTA channels, property owners gain access to a broad and diverse audience of potential guests. Each OTA platform attracts its own unique demographic. Expanding their presence across various channels allows accommodation providers to reach a wider audience and increase their chances of attracting bookings from different market segments.

According to Statista, online travel bookings reached around $599 billion in 2023, and this figure is expected to rise steadily, surpassing $800 billion by 2028, emphasizing the growing reliance on online channels for travel planning and booking.

2. Increased Brand Awareness

Presence on multiple OTA channels significantly enhances an accommodation’s visibility. Travelers often use OTAs as their primary research source when planning trips. Studies on accommodation reviews have shown that potential travelers heavily rely on reviews and recommendations from previous guests.

Research by Phocuswright reveals that 52% of leisure travelers and 74% of business travelers use OTAs during their travel planning process, underscoring the importance of these platforms in influencing traveler decisions.

By maintaining a presence on multiple channels, accommodation providers can boost their visibility, ensuring their listings rank high in search results and attract the attention of potential guests.

3. Higher Booking Chances

Each OTA operates within its own ecosystem of travelers, with some platforms specializing in particular regions, types of travel, or accommodation types. By strengthening their presence on multiple channels, property owners can tap into these unique markets and maximize booking potential.

The Expedia Group reports that properties listed on multiple OTAs experience a 26% increase in bookings compared to those listed on only one platform, highlighting the benefits of diversified distribution channels.

4. Competitive Advantage

A study by Sojern found that 65% of travelers use more than one website or app to research travel options before booking, emphasizing the importance of multi-channel presence to reach travelers at different stages of their journey.

More than 40% of travelers visiting OTAs reported that these websites influenced their decision-making process, underscoring the need for accommodations to be listed there, showcase compelling images, and highlight what makes their destination unique.

5. Flexibility and Control

While presence on multiple OTAs offers many benefits, it’s essential for accommodation providers to maintain flexibility and control over their distribution strategy. By carefully selecting OTAs that best align with their target market and business goals, providers can optimize their distribution strategy for maximum ROI. Additionally, using channel management tools allows providers to efficiently manage their inventory, pricing, and availability across multiple channels, ensuring consistency and accuracy in their listings.

Author: Georgios Ziogkas, May 2024

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