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dc.contributor.authorAnderson, Chris K.
dc.contributor.authorHan, Saram
dc.description.abstractChanges in the online travel market are causing hotels to rethink their relationships with online travel agencies (OTAs) and to take a closer look at the impact on bookings from listing their properties with OTAs. One outcome of being listed on an OTA is additional bookings on the brand’s own website, a phenomenon that co-author Chris Anderson labeled the billboard effect. In a 2009 study, Anderson presented an experiment in which a group of hotels was listed and then removed from in alternate weeks. This test found that, compared to being hidden, being listed on the site increased reservations 9 percent to 26 percent (above transactions that occurred at Expedia).1 That was followed by a 2011 study examining consumers’ online pre-purchase research that found about 75 percent of consumers who made reservations with a major hotel brand had visited an OTA in advance of booking directly with the brand.2 In this report we show that the ability of a second-party channel to influence an eventual reservation may be lower now, but the billboard effect still occurs, since many consumers visit an OTA prior to booking.
dc.rightsRequired Publisher Statement: © Cornell University. Reprinted with permission. All rights reserved.
dc.subjectonline travel agents (OTAs)
dc.subjectonline booking
dc.subjectweb-based marketing
dc.titleThe Billboard Effect: Still Alive and Well
dc.description.legacydownloadsAnderson_2017_The_billboard_effect.pdf: 2656 downloads, before Aug. 1, 2020.
local.authorAffiliationAnderson, Chris K.: Cornell University School of Hotel Administration
local.authorAffiliationHan, Saram: Cornell University

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