Et tu, Brute? Why “Book on Google” and “Book on TripAdvisor” Will Be a Nightmare for the Hospitality Industry
by Max Starkov, HeBS digital
Following the lead of Kayak.com, which has turned itself into a meta-OTA-type of a service for quite some time now, TripAdvisor rolled out their “Instant Book” feature over the past year or so (now called “Book on TripAdvisor”), which, at up to 15% commission, is a de facto OTA-like channel. Recently Google launched a copycat service -“Book on Google”, which is a similar OTA-like/commission-based option in their Hotel Price Ads (HPA) meta search program.