Stop Feeding the OTAs: Smart Moves to Win More Direct Bookings


Online Travel Agencies (OTAs - e.g. booking.com, Expedia) are a double-edged sword. On the one hand, they bring visibility and help you to fill rooms you might not otherwise sell. On the other, they eat into your margins: often taking commissions of 15–20%. For many hotels, OTA reliance has become a habit that feels impossible to break.

At Aró Digital Strategy, we believe OTAs have their place in a balanced distribution strategy, but they should never own your bookings. The savviest hotels treat OTAs as part of a marketing mix while ensuring their own website, Internet booking engine and digital marketing convert those guests via a direct booking on their next visit.

Why Direct Bookings Matter

Direct bookings are not just about saving commission. They bring a host of benefits:

  • Higher profit margins on every stay.
  • Control of the guest relationship, from pre-stay communication to post-stay remarketing.
  • Better upsell opportunities as guests book through your own system.
  • Brand resilience, reducing reliance on third parties who set their own rules.

OTAs can only provide a generic experience. Your direct booking strategy should be tailored for your guest demographic and engage valuable customers who will bring you valuable and profitable repeat business.

Smart Moves to Boost Direct Bookings

How can hotels encourage more guests to book direct without alienating OTA partners? Here are four proven tactics:

Your own hotel website is your most effective marketing tool however if it is slow to load, outdated or makes direct booking difficult potential guests won't engage. Invest in:


2. Offer Added Value Which The OTAs Can’t Match

You don’t need to undercut rates. Instead, add perks that the OTAs can’t provide:

  • Free breakfast or parking.
  • Spa credit or dining vouchers.
  • Flexible cancellation or early check-in/late check-out.

Guests will book direct when the value proposition is clear.

3. Use Email and Remarketing

Don’t let a website visitor slip away. Capture their details with newsletter pop-ups, then follow up with personalised offers. Add remarketing ads on Google and social platforms to stay visible until they book.

4. Balance OTA Visibility with Direct Conversion

OTAs can introduce you to new guests, but your goal is to own those guests for future bookings. During their stay, highlight the benefits of booking direct next time. A loyalty code on the welcome letter or a “book direct for 10% off your return stay” card works wonders.

Play the Long Game by Building Loyalty

The smartest hotels don’t just chase first-time direct bookings. They build ecosystems of repeat guests who always bypass the OTAs. Combine an engaging website, targeted digital marketing and thoughtful loyalty offers and you will reduce OTA dependence while still benefiting from their marketing power.

You don’t need to abandon the OTAs but you do need to stop feeding them revenue unnecessarily. Every guest who books direct is a guest you truly own, bringing more profit to reinvest in exceptional experiences.

At Aró Digital Strategy, we specialise in designing websites and campaigns that drive direct bookings. If you’re ready to rebalance your OTA mix, let’s talk.
 Author: Richard Blowes