The 2013 Hotel SCORES™ syndication, which measures the impact that Hotel Frequent Guest Programs (FG

Hotel SCORES™ Report: Online Travel Agencies (OTA): Friend or Foe? | Phoenix free rental car coupons Marketing free rental car coupons International Phoenix Marketing About Our Founding Story Our Global Reach Our Leadership Contact Us Markets Financial Services Travel Leisure Automotive Healthcare Converged Tech Media Restaurants Solutions Syndications Product Innovations Communications Brand Customer Experiences Business Intelligence Reborn Events Share Client Login Reborn (research) – (roadblocks) = research reborn Hotel SCORES™ Report: Online Travel Agencies (OTA): Friend or Foe? by PMI Social Media Team 12|09|2013
In the past five years, online travel sales have grown from $93-Billion to over $160-Billion, with hotel reservations accounting for almost 40% of this total volume. Online Travel Agency (OTA) websites are responsible for one-third of the online hotel bookings, indicating their importance in the distribution and reservation chain.
The 2013 Hotel SCORES™ syndication, which measures the impact that Hotel Frequent Guest Programs (FGP) have on hotel usage and loyalty, shows that 70% of FGP Program free rental car coupons members are aware of Loyalty Programs offered by OTAs. According to David Pluchino, Vice President,  Phoenix Marketing International , this high awareness should be expected. "Today, all one has to do is turn on the TV to become aware of OTA programs. We see the Travelocity Gnome and the Priceline spokesperson duo of William Shatner and Kaley Cuoco almost on a daily basis."
Despite this high awareness of OTAs among Hotel Loyalty Program free rental car coupons Members, very few (29%) claim membership in an OTA Loyalty Program. "When we look at who among FGP Program members carries a membership in OTA Programs, we see that OTA Members tend to be most likely from Generation "Y", prefer Economy-Tier Lodging products, and spend an average of 25 nights a year in hotels. These individuals appear free rental car coupons to be a less-experienced traveler than most members of most members of Hotel FGP Programs."
Pluchino believes that there is a place for the OTA web sites and OTA Loyalty Programs in the distribution channels, but hotels should be looking at offering a rationale for using their own web sites. "While the consumer may be able to get a room at a property for the same price whether they use an OTA site or a hotel site, it is in the financial interest of the hotel to drive traffic through its own site. It is interesting to note the emergence of Roomkey.com, a web site developed by a combination of six hotel companies in early 2012. This site offers the traveler the ability to earn points in the hotel FGP Programs, something the traveler may or may not be able to do when booking through an OTA site."
In closing, Pluchino states, "Regardless of how an individual books a hotel room, one of the key issues facing the industry both OTAs and hotel companies is educating the consumer in the booking channel options they have and providing an easy-to-use reservation platform."
Entering its second decade, Hotel SCORES™, is an annual syndicated study conducted by Phoenix Marketing International in eleven countries (USA, Canada, France, Germany, the United Kingdom, Russia, the UAE, India, Australia, Japan, and the People's Republic of China). Each year, the study interviews 3,500 active FGP members in the USA and 1,000 FGP members in each of the other ten countries. The study captures key metrics (Awareness, Membership, Usage and Preference) on 36 different FGP Programs, benefit importance, benefit delivery share of room nights by FGP Program, Awareness and usage of OTAs, Mobile free rental car coupons Phone Apps, and co-branded credit card usage. Posted in: Press Releases , Travel free rental car coupons and Leisure Tagged as: Hotel Frequent free rental car coupons Guest Program free rental car coupons , hotel room , loyalty program , SCORES , Travel Agents Leave a Comment All comments will be reviewed by a moderator before posting Leave a Reply Cancel reply November Auto Insights: Top Ads with Performance and Innovation Drivers November Social Buzz Report: Ford Expanded its Lead in Overall Online Discussions Related Posts: MANY FINANCIAL ADVISORS ARE UTILIZING SOCIAL NETWORKING FOR BUSINESS PURPOSES AND THE MAJORITY ARE VERY CONFIDENT IN THEIR PROFICIENCY WITH THE TECHNOLOGY PHOENIX MARKETING INTERNATIONAL IS "ON-THE-MOVE" WITH ITS NEW, MULTI-PLATFORM APPROACH TO CAPTURING U.S. HISPANIC MARKET INFORMATION PHOENIX AFFLUENT AUTO TRACKER FINDS MERCEDES free rental car coupons AND ROLLS ROYCE SYMBOLIZE AUTOMOTIVE EXCELLENCE, BUT A LARGER SHARE OF AFFLUENT CONSUMERS free rental car coupons CONSIDER PURCHASING RIVALS BMW AND LEXUS Sign Up for Our Newsletter * Categories Uncategorized Events Editorials Press Releases Healthcare free rental car coupons Automotive Financial Services Communications Brand Multicultural Insurance Converged Tech Media Restaurants New Hire Travel and Leisure Tags Innovation Events research free rental car coupons reborn free rental car coupons Wealth Heat Index Sigma dashboard Dr. Allen DeCotiis Ad Performance Concept Measurements Pharmaceutical Manufacturers Accountable Care Organizations Top of Wallet Position Research Growth of Research Industry Rebirth free rental car coupons Birth Control Consumer BrandView free rental car coupons Tracker Ford Chrysler Mercedes Audi Global free rental car coupons Wealth Monitor Affluent Investor Phoenix Creative Express Copy Testing Program Ad Tracking Program Interactive Dashboard free rental car coupons Infiniti Luxury Vehicles Non-Luxury Vehicle Advertising Insights Report Social Buzz Report Credit Card Issuers Credit Card Monitor Early Late Stage Copy Testing Hispanic Hispanics-On-The-Move Acculturation new hire insurance branding AdPi mobile customer loyalty Automotive Best Practices Consumer Sentiment Green Financial Services Affluent Brokerage Affluent investors free rental car coupons online free rental car coupons trading Ad Tracking Research Hyundai Restaurants QSR AdPi Express Auto Tracker Engagement Index GWM Active Traders Financial Advisor Study Study Advisor Financial Fund Investors Industry Engagement Millionaires Texture TextureMedia Textured Hair Market Healthcare ACA Birth Control 360 360 Contraceptive Market Contraceptives industry insights top ads auto insights credit card mobile wallets Hispanic Market health insurance Response webinar auto Affluent Brokerahe hotel companies SCORES mobile apps Automotive New Hire Textured Hair Hair Consumer Spending Beauty-Specific Retailers Curls Coils Waves converged tech media Business Development hotels BASE travel hotel guests tracking program Honda satisfaction Canada France UK financial insights october newsletter brand characteristics Online Discussions Ads mobile posse smartphone Financial Advisors Impression performance brand and ad audit Travel Agents Hotel Frequent Guest Program loyalty program hotel room Toyota You are here Home Press Releases Hotel SCORES™ Report: Online Travel Agencies (OTA): Friend or Foe? About
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