Foresight and innovation in
the global hotel industry

Content: the weapon of choice in the battle between hotels and OTAs | By Peter O’Connor

Professor of Strategy at University of South Australia Business School
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Synopsis

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.