A case study is presented for a hotel chain looking to possibly invest
in a start-up online travel agency (OTA) which uses pop up windows when
computer users close out a hotel website without booking a room. It
examines benefits and detriments to investing in the OTA and possible
alternative approaches the hotel chain could use to minimize its risk.
It provides opposing views on the hotel chain partnering with the OTA
and whether the company needs an intermediary company in attracting
customers.