If you’ve been paying attention to the way travelers book their stays, you’ve probably noticed a shift happening. Since 2020, more and more guests are bypassing Online Travel Agencies (OTAs) and booking directly with hotels. And here’s the ironic part—this shift is actually being fueled, in part, by OTAs themselves.
The “OTA Billboard Effect” – Turning OTA Browsers into Direct Bookers
OTAs like Expedia, Booking.com, and Hotels.com spend millions on advertising, which helps put hotel brands in front of millions of potential guests. But here’s the twist: some hotels see a 25% increase in direct bookings simply from being listed on these sites.
Why? It’s called the “OTA billboard effect.” Travelers use OTAs to compare hotels, read reviews, and browse pricing—but once they find a property they like, they head over to the hotel's direct website to get more information. This presents a huge opportunity. Once that traveler lands on your site, your job is to keep them there and close the booking.
How Hotels Can Compete with OTAs (and Win More Direct Bookings)
OTAs are successful because they make travel planning convenient. In just a few clicks, a traveler can compare hotel prices, read reviews, and even book flights and rental cars in one place. While hotels can’t offer everything OTAs do, they can create a similar booking experience that feels just as seamless and rewarding.
💡1. Make It Clear That Booking Direct Is the Best Deal
One of the biggest reasons travelers use OTAs is because they think they’re getting the best price. But in reality, OTAs often charge higher rates and tack on extra fees.
To combat this, hotels need to clearly state on their website that the lowest rate is always available when booking direct. This message should be front and center—on the homepage, on the booking page, and even as a pop-up about 20-30 seconds after they arrive on any booking pages, or when someone starts to leave the site.
✅ Example messaging:
✔️ “Best Price Guaranteed—Book Direct & Save!”
✔️ “Exclusive Rates Available Only on Our Website”
✔️ “Booking Direct? Customize VIP Perks Like Enhanced Experiences, Custom Room amenities, Free Upgrades & Late Checkout”
💡2. Add Value with Exclusive Direct Booking Perks
Travelers love a good deal, and OTAs attract bookings by bundling services together. Hotels can do the same by offering exclusive perks that guests can’t get anywhere else.
Consider adding:
✔️ A free welcome drink at the hotel bar 🍹
✔️ Discounted spa treatments or a free upgrade 💆
✔️ Late checkout or early check-in ⏰
✔️ Free parking or complimentary breakfast 🍽
✔️ Exclusive access to local tours or experiences 🎟
Make sure these benefits are prominently displayed on your site so travelers know exactly what they’re getting when they book direct.
💡3. Make Comparing Rates & Reviews Easy
OTAs thrive because they make price comparison quick and painless. If a traveler has to jump through hoops to compare your direct price to an OTA, they’ll likely just stay on the OTA.
Solution? Add a rate comparison tool on your website that shows OTA pricing vs. direct booking rates. If your direct rate is lower—or even the same but with better perks—guests will be more likely to book directly.
Also, don’t make guests hunt for reviews. Showcase real guest testimonials directly on your website. Consider adding a TripAdvisor widget or embedding Google reviews to provide instant social proof.
💡4. Streamline the Booking Process
Nothing kills a direct booking faster than a frustrating checkout process. Travelers are used to the smooth, user-friendlyexperience of OTAs, and your booking engine needs to match or exceed that standard.
✔️ Keep the booking process short and simple (no unnecessary steps)
✔️ Ensure your site is mobile-friendly (over 70% of travelers book on mobile)
✔️ Offer multiple payment options for convenience
✔️ Show a clear progress bar so guests know how many steps are left
A slow or confusing booking experience will send potential guests right back to an OTA—don’t let that happen!
💡 5. Leverage Retargeting to Bring Back Abandoned Bookings
Let’s face it—most visitors to your website won’t book on their first visit. But that doesn’t mean they’re a lost cause.
By using retargeting ads and email remarketing, hotels can stay top of mind and encourage travelers to come back and complete their booking.
✔️ Retargeting ads on Google and social media can remind past visitors about your hotel, offering an exclusive discount to book direct.
✔️ Abandoned cart emails can nudge users who started the booking process but didn’t complete it—offering a limited-time promo code or a value-added perk.
💡The Takeaway: Direct Bookings Are the Future
The days of hotels relying entirely on OTAs are fading. Travelers are shifting their behavior—they want transparency, better deals, and more personalized experiences, all of which hotels can provide when their guests book direct.
The key is not just attracting visitors to your site, but keeping them there long enough to complete the booking. By highlighting direct booking perks, streamlining the reservation process, and using smart marketing tactics, hotels can reduce OTA reliance and drive more revenue straight to their bottom line.
🚀 So... is your hotel or STR ready to maximize direct bookings? If not, now’s the time to optimize your strategy and capture more of those high-value guests—before they book elsewhere.
What’s Next?
📩Need help improving your direct booking stats? Request our free Website Booking Audit
and see how we can increase your boutique hotel direct bookings!
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