About a year ago, I learned about a term used in the hotel industry known as “The Billboard Effect.” Defining The Billboard Effect Chris Anderson Ph.D., assistant professor at Cornell University, conducted a study on the impact of hotel reservations for hotels with or without a presence on Expedia. During the study, four hotels were rotated on and off Expedia for a three month period. Three Findings About The Billboard Effect Hotel placement on Expedia resulted in a 20-percent increase in … [Read more...]