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 | 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

Founded in 1907, ESSEC is one of the world’s top management schools and holds the “triple crown” accreditation from EQUIS, AACSB and AMBA. With 6,660 students; a faculty comprised of 163 full-time professors, 19 of which are emeritus professors, in France and Singapore, recognized for both the quality and influence of their research; a wide range of management training programs; partnerships with the world’s best universities; and a network of 60,000 alumni, ESSEC continues to foster a tradition of academic excellence and a spirit of openness in the fields of economics, social sciences and innovation. In 2005, ESSEC opened a campus in Asia, ESSEC Asia-Pacific. ESSEC’s operations in Asia Pacific, strategically located in Singapore, present the perfect foothold for ESSEC to be part of the vibrant growth in Asia and to bring its expertise to the expanding region. Additionally, in 2017 ESSEC opened a new campus in Rabat, Morocco, ESSEC Africa. ESSEC’s international expansion allows students and professors to study and understand the economic forces at work in the different regions of the world. 

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