Abstract
This article examines research that finds that online travel agents (OTAs) dominate 73 per cent of the organic and paid search results on page one of Google UK for a range of popular hotel terms. The author argues that, although OTA dominance makes it difficult for independent hotels to compete for direct bookings online, resulting in significant commission payments that can impact on profit margins in an already competitive market, there are ways for hotels to outwit these comparison sites to increase sales on their own websites. A range of organic and paid search marketing tactics are explored.
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