Navigating the Impact: Strategies to Offset $1 Billion Lost to OTA Bookings in 2023
In 2023, hotels collectively lost a staggering $1 billion in revenue to Online Travel Agencies (OTAs). These platforms, while providing exposure and bookings, also come with hefty commission fees that eat into hotel profits.
So, how can hotels offset the impact of OTA bookings and reclaim some of that lost revenue? Here are some strategies to consider:
Direct Booking Campaigns: Encourage guests to book directly through your hotel's website by offering exclusive perks and discounts not available through OTAs.
Loyalty Programs: Implement a robust loyalty program that rewards repeat guests with special benefits and discounts, incentivizing them to book directly.
Rate Parity Monitoring: Keep a close eye on OTA rates and ensure they are in line with your direct booking rates to maintain rate parity and discourage guests from booking through third-party channels.
Enhanced Guest Experience: Focus on providing exceptional guest experiences that go above and beyond what OTAs can offer. Personalized service, unique amenities, and memorable experiences can encourage guests to book directly in the future.
Partner with Local Businesses: Collaborate with local businesses and attractions to create packages and experiences that appeal to travelers, offering added value for direct bookings.
By implementing these strategies and taking proactive steps to drive direct bookings, hotels can begin to offset the impact of OTA bookings and regain control over their revenue streams.