The Billboard Effect: Still Alive and Well
| dc.contributor.author | Anderson, Chris K. | |
| dc.contributor.author | Han, Saram | |
| dc.date.accessioned | 2020-09-10T15:26:36Z | |
| dc.date.available | 2020-09-10T15:26:36Z | |
| dc.date.issued | 2017-04-06 | |
| dc.description.abstract | Changes 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 Expedia.com 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.description.legacydownloads | Anderson_2017_The_billboard_effect.pdf: 2656 downloads, before Aug. 1, 2020. | |
| dc.identifier.other | 9985437 | |
| dc.identifier.uri | https://hdl.handle.net/1813/70982 | |
| dc.language.iso | en_US | |
| dc.rights | Required Publisher Statement: © Cornell University. Reprinted with permission. All rights reserved. | |
| dc.subject | online travel agents (OTAs) | |
| dc.subject | hotels | |
| dc.subject | online booking | |
| dc.subject | web-based marketing | |
| dc.subject | reservations | |
| dc.title | The Billboard Effect: Still Alive and Well | |
| dc.type | article | |
| local.authorAffiliation | Anderson, Chris K.: cka9@cornell.edu Cornell University School of Hotel Administration | |
| local.authorAffiliation | Han, Saram: Cornell University |
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