Ugly Truth: The consumer's OTA choice is usually no choice.

95% of the OTAs are the names you may recognize as separate travel brands: Trivago, Kayak, Expedia, Priceline, Hotels.com, Orbitz, Travelocity, VRBO and many other household names, are really just one of two companies: Booking Holdings or Expedia. According to Skift, they collectively hold 42% of the global OTA gross bookings.

The majority of consumers are completely unaware that when they are comparing these sites, it is the same two companies.

While the OTAs have been helpful for travelers looking for a wide variety of options, the consumers and hoteliers are both paying an ever-increasing price.

At Hotel Savvy, we know we aren't likely to make a dent in the major OTA's market share anytime soon. What we do hope to build is the direct relationship between traveling consumers and our hotel partners.