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Hotels pay nearly 50% more for PPC leads when OTAs undercut rates, reveals SHR study  

January 23, 2025

New research by SHR reveals that hotels allowing Online Travel Agents (OTAs) to undercut their rates pay nearly 50% more for PPC leads. An analysis of 27 million CPC impressions shows that hotels pay an average of 47% more per click compared to offering the lowest rate on their own website. 

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