Seminario de investigación en turismo

El  jueves 6 de julio a las 10 h en modalidad virtual tendrá lugar un Seminario de investigación en turismo. Estará a cargo de Roland Schegg (University of Applied Sciences and Arts Western Switzerland in Valais, Switzerland). El trabajo se titula Navigating the Digital Evolution: A Look at the Transformation of Online Distribution in the European Hotel Industry. 

Resúmen 

This presentation scrutinizes the evolution of online distribution in the European hotel industry, with a focus on the role played by Online Travel Agencies (OTAs) before, during, and after the pandemic. A landmark biennial study conducted by HOTREC and HES-SO Valais Wallis, surveying nearly 3900 hotels, revealed a growing dependency on OTAs alongside a significant rise in direct bookings. Despite these changes, the industry faces challenges, including loss of sovereignty over rates and perceived unfair digital practices, such as brand bidding and domain grabbing. This study suggests that the distribution function is becoming increasingly dissociated from the provision of the actual accommodation service, indicating a shift in the balance of power. Key drivers behind these changes include digitization, connectivity, and advancements in data management, analytics, and AI. This analysis illuminates the cross-sector challenge of standing up to the power of online platforms, a task for which no best practices currently exist.

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