The fact that many hoteliers have an ambivalent relationship with online travel agencies is nothing new. The push and pull of appreciating the OTAs for their ability to capture bookings while also begrudging the fact they control access to those guests’ data and also may employ tactics that inhibit the hotels’ commercial efforts are ongoing sources of frustration. 

News out of Spain in August put a spotlight on these issues when a regulatory agency there imposed a more than €413 million fine on Booking.com for actions it said have imposed “unfair commercial conditions” on hotels in that country.

But today hoteliers have a myriad of options for their distribution strategies, and by effectively using technology to capture, connect and analyze guest data they can take action to create a great experience for guests and more revenue for their properties. 

That was one of the key messages in a discussion with Cloudbeds vice president of strategic partnerships Sebastien Leitner and Javier Delgado, managing partner and EMEA CEO at Mirai, in the PhocusWire studio at the Phocuswright Europe event in June.

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