Booking.com now the dominant hotel OTA.
Booking.com is by far the most assertive player marketing hotels to consumers, having racked up significant advantage in all online promotion techniques like Google Adwords and other forms of PPC (pay per click) or re-targeting and re-marketing.
This marketing has turned Booking.com into the dominant hotel OTA in Europe and is already making significant dents in North America (see Alexa ranks of OTAs below). Hence, the attention of many hoteliers is on Booking.com and how to decrease their dependency on them.
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