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Travel Technology Europe reveals OTAs are ‘Moderate’ Threat

Jan 17, 2017

A new survey from Travel Technology Europe, the largest event of its kind in Europe, has revealed that the majority of technology buyers (57%) believe there is a moderate threat from OTAs (online travel agents) to non-proactive hoteliers. A further 14% believe the current threat to hoteliers from OTAs is very serious but will lessen in the future.

David Chapple, event director, Travel Technology Europe, commented: “As part of our development as an event, we aim to identify future issues and upcoming trends across the travel tech industry to ensure we can help buyers understand, tackle and benefit from these challenges and opportunities.

“The threat to the hotel industry from OTAs has been well documented but the majority of our respondents (57%) believe, if hotels are proactive in their response to this threat, it need only to be moderate. However, 100% of survey respondents agree there is a threat of some level - whether moderate or serious – and this is why we are addressing this topic in our hospitality conference stream.”

Level of threat


Moderate threat but only to hoteliers who fail to be proactive


Moderate threat to all


Very serious but threat will lessen going forward


Travel Technology Europe features a Hospitality Tech Showcase connecting technology professionals to more than 30 innovative suppliers with solutions for revenue generation, guest experience and operational management. Exhibitors already confirmed for 2017 include Airwave, Anand Systems, AV QUEST, Availpro, Avvio, Clock Software, Digital Alchemy, Guestline, Hotelchamp, HQ Plus, IDISO, Infor, Integrity Net Solutions, MediaConcepts, Newbook, OTA Insight, p3 Technology, ParatyTech, Pegasus Solutions, Rategain, RMS The Hospitality Cloud, Slate Apps, Stardekk, Travel Tripper, Trustyou and XN Protel Systems.

In addition, the conference programme has its own hospitality stream covering how technology can help overtake OTAs, the future of payment, channel management systems and successes and failures of guest facing tech.

150 travel buyers took part in the 14th Travel Technology Europe annual survey in December 2016. 57% of respondents worked in the UK, 25% in continental Europe.

Online registration is now open for Travel Technology Europe, which takes place 22-23 February 2017 at Olympia London. Visit to apply for a free visitor pass.

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