Travel Technology Europe research suggests hotels with a proactive approach to gaining customers may escape threat from online travel agents (OTAs). 57% of technology buyers believe OTAs present a moderate threat to non-proactive hoteliers. A further 14% believe the current threat to hoteliers from OTAs is very serious but will lessen in the future.
David Chapple, event director, Travel Technology Europe, commented: “As part of our development as an event, we aim to identify future issues and upcoming trends across the travel tech industry to ensure we can help buyers understand, tackle and benefit from these challenges and opportunities.
“The threat to the hotel industry from OTAs has been well documented but the majority of our respondents (57%) believe, if hotels are proactive in their response to this threat, it need only to be moderate. However, 100% of survey respondents agree there is a threat of some level – whether moderate or serious – and this is why we are addressing this topic in our hospitality conference stream.”
Travel Technology Europe features a Hospitality Tech Showcase featuring more than 30 suppliers of innovative hotel technology and its conference programme has a hospitality stream covering how technology can help overtake OTAs, the future of payment, channel management systems and successes and failures of guest facing tech.
Online registration is now open for Travel Technology Europe, which takes place 22-23 February 2017 at Olympia London. Visit our website where you can register to apply for a free visitor pass.