The Complex Matter of Online Hotel Choice [Summary]

It is suggested for OTA to limit the number of options that customers can choose by obtaining from users’ purchase history due to the limitation of cognition. Moreover, sometimes the attention paid to the options is not relevant to their actual popularity ranking. So conversion rate of hotels located at the top of the second page is higher than the one of hotels located at the bottom of the first page of search results. Lastly, since pictures and texts are processed in different ways for humans, it is recommended for hotels with lower-ranking to equip more diverse materials with attractive pictures and videos.