March 5, 2013 • By Dave Spector
Sure the OTAs are a costly source of bookings, but they may also be driving traffic to your website that otherwise would never know you exist! Your listing on the OTA has a "billboard effect:" consumers discover you on the OTA, but then surf to your site to book directly. How can your property stimulate this behavior? Many of the OTAs offer premium placement opportunities (you only pay when someone clicks on your ad) to increase your exposure to relevant searchers researching your destination.