Hotels Spent $100 Million Fighting OTAs. Did It Actually Work?
Trovlr Newsroom
Hotels dropped over a hundred million dollars trying to cut out Expedia and Booking.com. Big question: did it actually work? Short answer—not really.
Direct bookings went up, sure. But the OTAs still own the top of the funnel. Here’s what actually matters this week.
AI agents are about to become the new middleman. If travelers let bots book their trips, that hundred-million-dollar fight won’t mean a thing. Hotels will be right back where they started—paying for access.
The game’s changing faster than anyone planned. Stay ahead of it.
Reported from Skift ↗
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