What is their objective?
Improving the user experience and, therefore, increasing conversion by eliminating any possible loss (clients who don’t convert), which happens when they go to the OTA or hotel website.
Can I connect my direct sales?
Yes, through a partner who has the required integration.
Is it a space reserved exclusively to the direct channel?
No. OTAs also have access.
How much does it cost? Is it CPC or CPA?
Instant Booking only offers a CPA (commission) model in two formats: 12% (guarantees at least 25% of visibility), or 15% (guarantees at least 50% of visibility).
Book on Google does not incur any additional cost, although in order to activate it you need an active campaign on Google Hotel Ads, which does have a cost in its CPC (cost-per-click) or CPA (cost per action or commission) models, which range from 10% to 50% (depending on your choice).
trivago Express Booking also doesn’t incur any extra cost, although in order to activate it you need an active campaign on trivago, which does have a CPC-based cost (cost-per-click).
If I don’t participate with my channel, will the OTAs?
Since there is a single entry on Book on TripAdvisor, if you don’t participate, the OTAs will, with the most aggressive ones being Booking.com and, more recently after its integration, Expedia. On Book on Google and trivago Express Booking, it’s not an important issue. OTAs can use it regardless of what you do.
Where is the booking made? Does the client know he is booking through the direct channel?
TripAdvisor and Google highlight the collaboration with the channel which they connect to (OTA or hotel website) and they do so visibly yet with reduced importance. The client is aware of this collaboration but also that he is booking on TripAdvisor or Google.
trivago, however, highlights the channel’s image much more by reducing the importance of its own brand, making the client feel that he is booking through the channel directly. In the case of OTAs and hotel chains, their logo stands out and in the case of hotels directly it states their name.
