Online Travel Agents vs Hotels :

Blessing or Curse ?

Buy Travel Online Conference, Florence, December 3rd 2014

Jean-Luc Chrétien Distribution, Sales and Loyalty, Accor Hotels Group

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A New World for Hotels

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Hotel Industry

is Digital

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Consumer behaviour

Distribution

Technology

BUYING BEHAVIOR CHANGES

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• Always connected

• Autonomous

• Community oriented

• Efficient and intuitive

• Relevant and personal

Consumer behaviour

changes

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• Connectivity is a must

• Mobile rules

• Development agility

• Predictive analytics

Technology driven

era

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• Google everywhere

• Trip Advisor is a must

• Metasearch rising

• OTA dominance

Travel Distribution

evolves

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OTA dominance

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Revenue increase

Web Marketing

Market reach

Long lead business

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Cannibalization

Customer capture

Abusive clauses

Ongoing rising costs

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Master customer journey

Adapt to technologies

Raise expertise

Manage by contribution

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Master customer journey

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Unconventional

wisdom

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Unconventional wisdom

• Rate Parity is necessary

• Battle is not lost

• OTA dominance will grow

• Pressure from intermediaries

will further increase

• Brands are not (so) expensive

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• Invest in your clients

• Invest in your e-reputation

• Invest in your content

• Invest in your education

• Protect your name

• Diversify your channels

Hotel must do

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Brands are not (so)

expensive

• Customers remain hotel

customers

• RM and Pricing optimization

tools

• Better OTA agreements

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OTA Reach will further

increase

New players will

capture more of the

hotels margin

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Tomorrow ?

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Tomorrow ?

What can

Hotel Groups

Do ?

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