Content: the weapon of choice in the battle between hotels and OTAs

By Peter O’Connor, Chaired Professor of Digital Disruption at ESSEC Business School | 9 Sep 13

How can hotels compete more effectively with the OTAs? One way, says Peter O’Connor, academic director of the MBA in hospitality management at ESSEC Business School in France, is to up their game when it comes to creating and organizing the content they post on their websites. It’s here, he says, that visitors to the sites are converted to buyers – or lost to the competition.

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About ESSEC Business School

With 30 years of experience in hospitality management, ESSEC offers an MSc in Hospitality Management program. Recognized worldwide and taught by the industry's leading professionals and professors, our program prepares future managers for high-level operational responsibilities in all tourism and hospitality sectors, including hotel and restaurant management, catering, amusement parks, retirement homes, consulting and related activities. Demanding, thorough and taught exclusively in English, this MBA will add a whole new dimension to your career.
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