Guerrilla Marketing to fight the OTA?
In 2023, online travel agencies (OTAs) witnessed a surge in marketing expenditures, indicative of the fierce competition to secure bookings amidst the lingering effects of the pandemic. Expedia Group, Booking Holdings, Airbnb, and Trip.com Group collectively spent a staggering $16.8 billion on sales and marketing, representing a 20% increase from the previous year’s $14 billion. […]