Cornell University and PATA Hawaii Present the Billboard Effect Seminar


Posted: Tue 9 Aug, 2011 10:25 AM

Cornell University and PATA Hawaii Present the Billboard Effect Seminar

Cornell University and PATA Hawaii Chapter teamed up to present ‘The Billboard Effect: Online Travel Agent Impact on Non-OTA Reservation Volume’. The seminar was held on July 27, 2011. Dr Chris Anderson of Cornell University’s Center for Hospitality Research, and William Koo of Castle Resorts spoke at the event and discussed the ‘billboard effect’.

 

The seminar discussed a study that indicated that hotels that are listed on third party, online travel websites like Expedia.com actually get more bookings back to their own website than on the third party website. Would-be guests gains information about the hotel from its OTA listing, then books the room through a channel controlled by the hotel or its chain family. The study estimates the incremental reservations from listing on Expedia, excluding actual reservations made at Expedia, at 7.5% to 26% for the four properties listed in the study.

 

PATA Hawaii Chairperson, Gloria Henderson, said that the event was well-attended, with about 150 guests, many from neighbor islands.

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