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Hotels rely on OTAs like Booking.com, Agoda, and Expedia to stay visible and fill rooms. Here are 5 overlooked online travel agent (OTA) mistakes — and how to fix them. The OTA adds a member discount on top. The OTA adds a member discount on top. Here’s what happens: You run a mobile rate or country discount.
At the 2025 HSMAI Commercial Strategic Conference, leaders from Crescent Hotels, Expedia Group, and Booking.com highlighted how OTAs offer not just distribution, but data-driven insights, technology tools, and strategic partnerships that can significantly enhance hotel performance and guest engagement in the age of AI.
industry room rate behaviour reveals higher prices and increasingly complex distribution channels can trigger aggressive responses from online travel agencies (OTAs), especially those outside the major distribution groups. When OTAs display lower prices than the hotels own website, direct bookings suffer.
The battle for direct bookings has entered a new phase as online travel agents (OTAs) ramp up efforts to establish ownership of hotel guests and their booking journeys, a new report from hospitality technology specialist SHR Group reveals. A knock-on effect of this is that the revenues associated with organic search have fallen 15.3%
Within just weeks of going live, it began functioning like a standalone online travel agent (OTA) , consistently delivering strong results. Get Google: Tapping into Intent-Driven Traffic One standout performer has been STAAH’s Get Google feature. OTA performance has lifted thanks to a stronger overall distribution strategy.
Amadeus DSP manages the complexities of ad buying while the focus remains on crafting compelling messages that enable connection with a high-intent traveler audience. Imagine the ability to target travelers with immediate intentions to travel, and travel-specific interests and behaviors.
If they see better rates on online travel agencies (OTAs) , they’ll lose trust and likely bounce. c) Speed Things Up A slow site kills intent. Here are the essentials: a) Rate Comparison Widget Build trust by showing guests how your direct rates compare with OTAs, all in one place. Aim for under 3 seconds. How is it useful?
The latest Hotel Guest Survey from BVA BDRC indicates an increase in domestic business travel intentions over the past two years. Consumers increasingly perceive hotel brand websites as offering the best rates, leading to a decline in favor of OTAs.
A staggering number of OTA users believe they’ll find better prices or deals on an OTA. Price is one of the main reasons guests use OTAs to book. Yet, the online hotel prices are equal or cheaper than in OTAs. OTA Commissions can you cut it back? 8. Exit intent tools. Showcasing best value. To sum it up.
Many hotels focus on traditional marketing methods but fail to expand their reach across multiple online channels, such as social media , search engines, and OTAs (Online Travel Agencies). Solution: Use data-driven ad strategies on Google Ads, Facebook, and Instagram to attract high-intent travelers and increase bookings.
Failing to stay top-of-mind means you risk losing them to online travel agencies (OTAs) or competitors. A key component of a hotels digital strategy, retargeting ads, re-engage high-intent travelers who have already expressed interest in your property. FREE REPORT Discover regional OTA trends and other booking data.
Introduction: The Hidden Revenue Killer for Hotels Did you know that hotels utilizing a mix of OTAs, metasearch engines, and direct booking strategies experience significantly higher revenue growth than those relying on a single channel? The 5 Most Powerful OTAs in the USA (You Can’t Ignore These!) Why use niche OTAs?
That initial meeting with Tony started a whole new conversation, Grant and I had an idea and intent, but we didn’t have the means. And they want to trust their operator to deliver the focus, intent, and ability to make it happen. Tony Ryans name came up in conversations as someone we should meet. They know what they want.
riding the Booking.com ranking reshuffle rodeo Images by GuestRevu The guest review score is a critical KPI for accommodation providers, influencing everything from OTA visibility to guest trust. riding the Booking.com ranking reshuffle rodeo Posted on Yesterday at 10:52 am Home Suppliers Booking.yeehaw!
Direct bookings are reservations guests confirm directly with a property without using an online travel agency (OTA) or 3rd party intermediary. Direct bookings are beneficial because they connect lodging businesses directly with potential customers and increase hotel revenue through money saved from OTA commissions.
A hotel ad is any paid placement used by a hotel to promote its rooms, offers or brand, typically through online platforms like Google Hotel Ads , OTAs (online travel agents), metasearch engines, and social media channels. OTAs like Expedia and Booking.com may reject your listing if your ad copy or images don’t meet their standards.
The guest review score is a critical KPI for accommodation providers, influencing everything from OTA visibility to guest trust. What Hoteliers Need to Know For hoteliers, adapting to the new system means embracing agility and focusing more intently on real-time guest satisfaction.
Searcher Intent Looking at your hotel keywords list, envision what type of content you would create to rank for that keyword. If you can’t fulfill searcher intent you probably shouldn’t target that keyword. Those broader terms make more sense for an OTA or Portal site that creates content to compare multiple properties.
Understand your playing field and define your identity Travellers can turn to OTAs, social media or search engines to find and book a property that suits their travel needs. With hundreds of OTAs and countless social media channels, being present to everyone is not a realistic option. Are you new to SEO?
Google Ads for hyper-targeted campaigns : Hotels utilize Google Ads to target potential guests with tailored search ads, focusing on keywords that align withtravelers’ intent and location. OTA Sync is one of the software solutions on the market that focuses on booking engine excellence. How Can Hotels Optimize for Voice Search?
In the ever-evolving realm of hospitality and expanding reach of OTAs, increasing direct bookings is crucial for hoteliers. Value-targeted campaigns, adapted to the booking intent of each and every visitor on the hotel website! The key to direct channel success?
From asking ChatGPT for travel recommendations to accessing AI on OTAs, travelers are looking for ways to speed up the planning process. Other OTAs were quick to follow suit with Expedia’s in-app Chatbot and Booking.com’s AI Trip Planner, which was developed a few months later.
In the battle for direct bookings, hotels face intense competition from OTAs marketing power in the online space. Beyond their vast budgets, OTAs also leverage powerful algorithms to optimize every aspect of their campaigns, consistently achieving higher ROAS (Return on Ad Spend) than individual properties.
I have been lucky to work with so many talented and dedicated teams throughout my career, and the team at Hapi is intently focused on finding better ways to drive business outcomes for our customers and partners. It has absolutely flown by, and I am happy to say that my perceptions of Hapi and the team have already been validated.
By implementing effective SEO strategies, hotels can reach more potential guests and reduce their dependence on costly OTA commissions. Increased Direct Bookings : Effective SEO can boost direct bookings , reducing reliance on OTAs and increasing profits. This highlights the importance of a strong web presence for hotels.
The findings were released as part of the research firm’s 2022 Portrait of American Travelers “Winter Edition” survey, which examines the intentions, preferences and behaviors of more than 4,500 U.S. According to new data by MMGY Travel Intelligence, six in 10 U.S. adults on a quarterly basis.
Chances are, sites like Kayak or OTAs will step up to be the first. In Google Marketing Liv,e they hinted at how much image-based search shows purchase intent. This gave us hope for independent hotels and the battle for direct bookings. We can only hope that other booking engine providers will lead this charge. Examples shown?
– They are more reliant on digital platforms and OTAs. Rather, they prefer to start their search via a specific OTA, website or app (23% [all] vs 27% [group/chain]). Rather, they prefer to start their search via a specific OTA, website or app (23% [all] vs 27% [group/chain]).
Trivago Trivago aggregates multiple OTAs into 1 channel, including booking.com, Expedia, Priceline and more. Another great option is to help drive the direct booking and cut out the OTAs if you’re present during a search. Another aggregator, WeGo, can drive bookings to the OTAs if you don’t have a presence to encourage direct bookings.
If direct bookings continue to grow, and surpass OTA bookings, it would represent a huge shift in traveller booking behaviour and a meaningful opportunity for accommodation providers. 5 tips from The Hotels Network 6.
To every GM trying to justify another technology investment while watching OTAs capture more of your revenue: We hear you. To every hotelier who has sat through endless vendor presentations, each promising their solution is the missing piece: We see you. The Real Cost of Fragmentation Think of your hotel as a living, breathing ecosystem.
Travelers are booking smarter than ever, using search engines, OTAs, and social media to shape their journeys. Effective PPC Strategies for Hotels: High-Intent Keyword Targeting : Bid on phrases specific to your offerings, such as oceanfront suites in Miami, to capture the right audience. What are the ways of marketing hotels?
Download Our FREE E-Book Outrank OTAs & Drive Direct Bookings With our SEO Blueprint Learn the secrets to driving more traffic to your hotel website, generating more leads, and ultimately increasing sales. First of all, leverage PPC platforms like Google Ads to reach specific demographics, geographic locations, and even traveler intent.
And yet, many hotels overlook metasearch in their digital marketing strategy , missing out on opportunities to reach a broader segment of travelers, compete for business with online travel agencies (OTAs), and drive direct bookings. Much like with OTAs, the search results then display a list of available hotels and rates in the destination.
Introduction: Why Hoteliers Should Understand Bidding Platforms As rate parity, OTA commissions , and last-minute booking behaviors evolve, hotel bidding platforms are changing the game. This approach helps fill unsold rooms quickly without broadcasting discounted rates on mainstream OTAs or brand.com websites.
Second, hospitality content marketing drives direct bookings by reducing reliance on Online Travel Agencies (OTAs). These terms align with user intent, helping your content rank higher and attract relevant traffic. A strong emotional connection often translates into repeat bookings and positive word-of-mouth referrals.
OTA Bid Modifiers OTA bid modifiers are a way to increase or decrease your bid on a particular site like TripAdvisor, Google Hotel Ads, Trivago, etc. This means there's less risk involved since they've already expressed their intention towards booking travel previously in their research.
This is the essence of conversational commerce—a strategy where hotel staff or virtual assistants use guest interactions to gauge purchase intent and make personalized offers based on detailed segmentation. Consider a guest who books a hotel room through an online travel agency (OTA) and uses the hotel’s spa and restaurant during their stay.
Initially, our intention was to renovate this space into a residential home for ourselves. That’s why we use Little Hotelier Channel Manager to distribute our rooms across more than 10 OTAs, which help us reach international customers easily. We recently had the opportunity to speak with the owners, Ms.
In today’s digital-first hospitality environment, OTAs (Online Travel Agencies) play a major role in how guests discover and book stays. As a cloud-based PMS , Hotelogix offers real-time connectivity with Expedia and other OTAs via channel managers, ensuring consistent rate and inventory updates across all platforms.
Mamori” means “protection” combined with “forest” in Japanese, which reflects the owner’s intention to make guests feel comfortable, safe, and peaceful; like being surrounded by nature. Mamori House at Koh Larn is a private Japanese-style accommodation with only five rooms available.
Take Advantage of Sponsored Placements and OTAs Throughout the hospitality industry, you’ll hear contradictory information regarding the use of online travel agencies (or OTAs). The fact is that OTAs are necessary in some instances as part of your overall hotel marketing strategy.
The Golden 20% I seriously think the OTAs are like heroin for hotels and its a pretty tough habit to kick. Please dont misunderstand, I do genuinely feel that OTAs have a part to play in the marketing mix. However, if you are able to sell rooms for the hotel direct for less than that OTA commission of 20% then why not?
Or, s’il ne le fait pas, d’autres le feront à sa place : les OTA et les grandes chaînes hôtelières. Ce problème ne va aller qu’en empirant car les OTA ont clairement affiché leur intention de ne plus vous donner d’informations clients lorsqu’ils réservent chez vous. C’est une certitude.
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