In the wake of striking a successful deal in the takeover of Starwood and thereby becoming the biggest hotel chain in the world, Marriott is now turning its focus on online travel agents who play a crucial role when it comes to room reservations.
Like others, Marriott is also offering discounts and free Wi-Fi to regular visitors who make direct bookings with them. However, it also understands the fact that online agents account for a very high percentage of bookings. The only difference between Marriott and others, however, is the power to negotiate, and the former certainly has a clear edge.
Enjoying an upper hand in digital marketing, Expedia has indicated that it would offer technology support to Marriott’s holiday packages that are routed through the former’s websites such as Hotels.com, Hotwire.com and Travelocity.com. Another prominent online travel agent, Priceline, however, has preferred not to comment.