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OTAs continue to lose ground in the U.S.

This story is why I’m trying to teach innkeepers to create their own market that is independent and not reliant on the online travel portals:

While travel agent bookings remain stable, the big OTAs continued to lose ground with travel shoppers, according to the latest PhoCusWright’s U.S. Consumer Travel Report. The percentage of online travel shoppers who visited sites like Priceline and Expedia fell from 61% in 2011 to 59% in 2012 and 54% in 2013.

The share of consumers who booked flights with an agent, however, remained roughly the same – at 5% in both 2012 and 2013. Those who booked hotels with agents increased by one point, from 3% in 2012 to 4%, last year, said Marcello Gasdia, PhoCusWright senior analyst.

The bulk of consumers’ air and hotel bookings were made through a combination of OTAs, supplier websites and retail agency websites, he said.

The report, conducted in February 2014, surveyed the travel behavior of 1,850 adults during the previous year. “One trip” was defined as at least one overnight trip 75 miles from home that included a lodging purchase.

Get the full story at Travel Market Report

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