The hidden cost of rate disparity: OTAs undercutting hotels responsible for 50% rise in Cost Per Click (CPC)
Hotel Speak
JANUARY 15, 2025
Houston TX, January 15, 2025 Hotels that allow Online Travel Agents (OTAs) to undercut their rates pay nearly 50% more for PPC leads, new research has revealed. This in turn pushes up the cost per click for the hotels when bidding on their own branded search results.
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