Significant global OTA's have established loyalty, Genius, or other reward programs based on reservations made by customers on their platforms. The remarkable thing is that it's the hotels, not the OTA's, who foot the bill for these perks and discounts! Moreover, customers receive these benefits from their very first booking, so loyalty isn't necessarily required!
In conclusion, the hotel pays the commission to the OTA's and covers the additional discount or the cost of a service, all to ensure that OTA customers are satisfied and make bookings through them again.
Let's ponder who these programs truly serve and what their real cost is.
Food for thought.
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