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. The increased cost is driven by competition. OTAs increase their bids on branded searches when they know they can offer travelers the best price.
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