Friday, June 9, 2017

Should hotels and accommodation providers get together to create their own booking portal?

Like Room Key? It’s been done already, and it’s a failure.

Image result for roomkey

Room Key was launched by a consortium of hotel chains who wanted to light off a collective response to, and re-capture guest referrals from, online travel agencies like Expedia and Travelocity.

Only one teeny-weeny problem: the OTAs were already filling the demand for hotel room bookings via online travel agencies. Customers wanted to compare rates, and hotel features, at their destination side by side, and the online travel agencies were enabling that, and had first mover advantage, and the customers didn’t need Room Key in order to do it.