The OTA Problem
Online travel agencies (OTAs) charge commissions of 15-25% per booking while controlling guest relationships and limiting hotel data collection opportunities.
Yet independent hotels typically capture only 25-30% of bookings through their own websites, despite 39% of UK travellers being willing to book directly if incentivized.
Website Optimization
Your website is your most powerful direct booking tool. Focus on:
- Mobile-friendly design - Most travelers search on mobile devices
- Prominent booking buttons - Make it easy to book at every step
- Simplified checkout - Reduce friction in the booking process
- High-quality reviews and photography - Build trust and desire
Direct Booking Incentives
Give travelers a compelling reason to skip the OTAs:
- Best rate guarantee - Match or beat OTA pricing
- Exclusive perks - Complimentary breakfast, late checkout, room upgrades
- Flexible cancellation - Offer comparable or better policies
- Loyalty rewards - Build repeat business
Enhanced Online Visibility
Make sure travelers can find your website before they find OTAs:
- SEO optimization - Rank higher for local and brand searches
- Paid search advertising - Compete directly with OTAs on Google
- Active social media - Build brand awareness and engagement
- Email marketing - Stay connected with past guests
Strategic OTA Transition
Use OTAs strategically while building your direct channel:
- as discovery channels for new customers
- into repeat direct bookers
- communications and exclusive offers
Bottom Line
Gradual reduction of OTA dependence through improved digital presence and guest experience creates sustainable revenue growth for independent hotels. Start with one strategy and build from there.