You obviously have to work with your wholesalers as well and make sure you control what they do with their rates, but as more and more wholesalers are connected with each other that exercise is also often a huge time waster.
If you close their allotment they will simply continue to use wholesale rates.
As search engine marketing became the number one source driving visitors to OTA websites the OTAs continued the battle to outwit and outbid each other through search engines.
This battle drove Cost Per Click through the roof and search engine marketing became so expensive that OTAs had to find other ways to drive traffic.
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Almost every hotel that has been in this situation knows that.