The PATA-Hawaii Chapter & Cornell Hotel Society Hawaii Chapter are pleased to bring to Hawaii:

The Billboard Effect: Online Travel Agent Impact on Non-OTA Reservation Volume

 Learn how your business can gain a boost in bookings direct to your website or reservations phone line by listing with an online channel.  The internet marketing study known as the “billboard effect” shows how listing with an online channel, or in this case specifically an online travel agent can increase both reservation levels and average daily rates while giving your business visibility generating brand awareness.  This then encourages consumers to shop other websites to compare pricing- as well as your own brand website. 

Chris Anderson, Ph.D. is an assistant professor at the Cornell School of Hotel Administration. His main research focus is on revenue management and service pricing. He actively works with industry, across numerous industry types, in the application and development of RM, having worked with a variety hotels, airlines, rental car and tour companies as well as numerous consumer packaged good and financial services firms. His research has been funded by numerous government agencies.

William Koo is Chief Marketing Strategist for Castle Resorts where he is responsible for leading the strategic planning and implementation of the sales and marketing efforts for the Castle brand as well as the branding of its individual properties.  He is also responsible for managing Castle’s strong strategic partnerships with wholesalers and tour operators worldwide and business acquisition through the CastleResorts.com website.  

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