The Value of the OTA Customer and Its Impact on Customer Experience

CX (Customer Experience)

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What is the value of the OTA (Online Travel Agency) customer? According to a new study from Oxford Economics and Expedia, loyalty marketers should take sharp notice of the OTA customer. The study analyzed nearly 100,000 trips taken by U.S. households in 2016, segmented into “OTA guests” and “non-OTA guests.” “The key takeaway from the study is the value of the OTA customer, or the ‘OTA Premium’—who was found to spend more on average per trip than the non-OTA guest,&rdquo....

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