The competition between hoteliers and online travel agents to control the retail customer is moving deeper into the travel experience and onto the property.
OTAs are positioning themselves as booking channels that allow guests to order food, book spa appointments and plan outings off property. This is a costly threat to hotel companies, which are already battling to stem the level of commissions they are paying for room bookings in today’s rapidly changing distribution landscape.
Many hotel chains have been working to digitize their on-property experience by allowing guests to select and open their rooms, and book and pay for hotel amenities while on property through their mobile phones. But there is little to stop OTAs from offering their customers similar experiences as these capabilities mature.
This article first appeared in Hotel News Now.
