Over the years, a number of hotel chains have suspended their contracts with OTAs (Online Travel Agencies) in order to be able to offer lower-cost products on their own websites. This is an attempt to increase bookings via the hotel’s own website while putting pressure on OTAs to improve their contract terms.
In recent years, the people of China have begun to travel more and more. In addition, the new Chinese generation has different expectations of foreign travel and tends to go abroad in order to find authentic foreign products. Generally, traveling is seen as sign of wealth and is essential to maintaining a certain image. Last year, Chinese tourists spent $215 billion abroad.
When travelers start to plan a trip, they often use an Internet search engine, like Google. Some of the first hits to appear are courtesy of TrustYou, a guest feedback platform that gathers content, ratings, and reviews about hotels from different sites, even providing a TrustScore based on combined ratings.