For many brands, the inclination to go global or multilingual goes hand-in-hand with using Online Travel Agents (OTA). The ease of use is high, and this has become a common first step for brands looking to appeal to global audiences in local languages. Many hoteliers, for example, prefer OTAs as many OTAs already have a global online presence. Brands, however, should push for direct bookings on their website in local languages instead of relying on OTAs.

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