Digital Travel Marketing This Week: Is the Hotel Billboard Effect Dead?
Photo Credit: The "billboard effect," a phenomenon where simply listing hotel rooms on an OTA site would lead to more direct bookings, appears to be on the decline. Flickr / David Evers
Skift Take
Is the once-legendary hotel "billboard effect" on the decline? Research suggests the gig is up.
This week's top story deals with the "billboard effect."
The famous phenomenon, coined by Cornell University professor Chris Anderson in 2009, suggested that hotels received a lift in reservations made on their own websites simply by listing their properties on online travel agency platforms. In recent months, however, research has emerged suggesting the impact of the effect has been on the wane.
What do industry insiders believe is causing the decline? Read on for more details.
The Hotel "Billboard Effect" is Declining, According to New Study
The "Billboard Effect," a consumer behavior where hotel shoppers would first visit an OTA like Booking.com or Expedia to get prices before buying their room on the hotel's website, appears to be losing traction according to new
