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How to Optimise OTAs in Your Hotel Strategy (and Boost Direct Bookings)

How to Optimise OTAs in Your Hotel Strategy (and Boost Direct Bookings)

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Online Travel Agencies (OTAs) like Booking.com, Expedia and Airbnb have become an essential part of the hospitality industry. With over 80% of bookings now happening online, visibility on these platforms is no longer optional — it’s critical.

But here’s the catch: while OTAs can fill your rooms, they also take a significant bite out of your revenue. The key for independent hoteliers is to leverage OTAs for visibility while building strategies that drive guests to book directly.

That’s exactly what our free guide, “How to Optimise OTAs in Your Hotel Strategy”, is designed to help you do. Below are some of its most powerful takeaways.

1. OTAs: A Powerful Discovery Tool — If You Use Them Right

Since the rise of Booking.com and Expedia in the 1990s, OTAs have transformed how travellers book accommodation. Booking now commands a 70% market share, while Airbnb has over 3 million listings in 190+ countries.

Travellers flock to these platforms because they’re:

  • Easy to use, fast and mobile-friendly
  • Packed with choice and reviews
  • Available in multiple languages
  • Trusted sources for secure booking

The lesson? OTAs are not your enemy — they’re a visibility engine. They act as search platforms where travellers discover your property for the first time.

2. The Pros and Cons of OTAs — and How to Balance Them

There’s no denying OTAs offer huge advantages:

  • 🌍 Massive reach – especially with international guests
  • 📈 Increased visibility – even in highly competitive markets
  • 🏨 Access to new segments – from business travellers to digital nomads

But there are drawbacks too:

  • 💸 High commissions – typically 15–20%, sometimes more with loyalty programs
  • 📉 Reduced profit margins – a £145 direct booking can drop to just £73 on OTA
  • 🔁 Over-reliance – too many OTA bookings can hurt profitability

The solution isn’t to avoid OTAs — it’s to work smarter with them, using their visibility to feed your direct booking funnel.

3. Master the Billboard Effect

Here’s one of the most important concepts in modern hotel marketing: The Billboard Effect.

It means that travellers often discover your hotel on an OTA but then visit your website before booking. In fact, 60% of travellers who find a hotel on Booking.com check the hotel’s website afterwards.

That’s your opportunity.

A strong, user-friendly website with compelling visuals, clear offers and a seamless booking experience can convert these visitors directly — saving you thousands in commission fees.

4. Strategies to Make OTAs Work for You

If you want OTAs to drive direct revenue, here’s what to focus on:

🏨 Optimise your OTA listings

  • Use high-quality images and complete service descriptions
  • Write engaging, customer-focused copy
  • Include as much useful information as possible
  • Keep reviews managed and updated

💡 Use smart pricing

  • Offer the best price on your own website
  • Keep rates consistent across OTAs to avoid ranking penalties
  • Add more value (e.g., free breakfast, late checkout) on direct bookings

🔁 Retain guests for future direct bookings

As Dara Khosrowshahi, former CEO of Expedia, put it:

“If they come through me once and keep coming back through me, shame on you.”

The first OTA booking is an acquisition cost. After that, it’s your job to bring them back directly.

5. Reduce Commissions by Growing Direct Bookings

Commissions are the hidden cost of OTA reliance. The more you convert OTA-discovered visitors into direct bookers, the less you pay.

Here’s how:

  • 🌐 Build a website with an integrated booking engine
  • 📱 Offer secure mobile-friendly payment and real-time availability
  • 🌍 Translate your content into multiple languages
  • 🏷 Create individual room pages with detailed info and clear CTAs
  • 🔄 Use a channel manager to avoid overbooking and automate updates
  • 🎁 Add exclusive perks for direct bookings (discounts, upgrades, gifts)

Remember: during the pandemic, direct bookings became the second-largest revenue source for UK hotels — surpassing Expedia. They’re not just an alternative; they’re essential.

📘 Ready to Turn OTAs Into a Growth Channel?

OTAs are here to stay — but they don’t have to control your business. With the right strategy, they can be a powerful driver of traffic, visibility, and ultimately direct bookings.

Our free guide, “How to Optimise OTAs in Your Hotel Strategy”, shows you exactly how to:

  • Use OTAs to increase visibility without losing profit
  • Convert OTA visitors into loyal, direct-booking guests
  • Build a strategy that boosts revenue and reduces commissions

4.5/5 from 15.000+ customers

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