In the third article about the results of our study on the growth of communities on Twitter, we will analyze another of the important elements for growth in social networks: the diversity of our community and the communities of their followers. In the previous articles we saw how the mechanism of triangulation acts on the main sources of growth of followers and we verified that the interaction with influential users is one of the fundamental elements to make our community grow.
In our previous articles we have considered OTAs as the main alternative to direct sales through our website. In exchange for an average commission of 17%, the OTAs market our rooms, while, in the case of direct booking on our website, we control the investment in a SEM campaign so that we can attract customers without paying commission. The aim of the previous articles was to create a formula that would allow us, on the one hand, to compare the profitability between the investment in SEM and the commission of the OTAs and, on the other hand, to calculate what percentage of conversion we need in order to reduce the dependence on the OTAs.
OTAs are the main sales channel of many hotels. Their commissions and the dominance of the market concentrated in very few companies -mainly Booking (which concentrates just over 50% of the volume of business in Spain) and Expedia- concerns the sector. This article of Cinco Días is about this problem and mentions some interesting data, such as Melià receives 30% of its reserves through its website and wants to reach 40% in 2018.