US lodging association takes no prisoners with latest campaign

The American Hotel & Lodging Association (AHLA) has launched its long-awaited 'Search Smarter' campaign - and it isn't pulling any punches.

The campaign takes aim at Priceline and Expedia's 'hidden duopoly', revealing that 74% of consumers have no idea that the two companies control around 95% of the online travel agency marketplace.

The campaign also emphatically lays out the arguments for booking directly with a hotel. "Booking through digital middle men can lead to false choices and ruined vacations," says the Association. "Booking directly with the hotel or a trusted travel agent is the safest way to go."

The twenty 'postcards' that the AHLA have produced to illustrate the Search Smarter campaign are smart, readable, and illuminating - and hopefully will go some way towards persuading the travelling public that direct really is best. They make a point of emphasising that OTAs are only interested in the point of transaction, whereas hotels are in the 'business of hospitality' - and will take care of the stay from beginning to end.

The AHLA's campaign will be a welcome boost to hoteliers still struggling to stem the tide of bookers heading to OTAs. We hope consumers take the message on board.

Postcard False

Postcard Transaction

"You're not purchasing a commodity... you're investing in an experience. Let the experts handle it, from start to finish."

Take a look at the AHLA's campaign video here:

Love direct bookings? Join us at our Direct Booking Summits in New York and Barcelona this Autumn!

About The Author

Lily is Content Manager at Triptease. Lily leads Triptease’s content output, combining original research with industry news and opinion pieces. She's friendly - drop her a line to say hi!

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