otas

Across paid search, retargeting, metasearch, and OTA channels, hotels routinely pay to convert guests who had already made the decision to book them

Hotels do not solve OTA dependence by making the checkout path slightly better but by controlling more of the moment of introduction

To maximize revenue performance, you need to understand not only where bookings come from, but also how much profit each channel delivers

The future contest is not over where bookings are processed. It is whether the hotel is specified before the agents begin to optimize the path

AI has well and truly entered the mainstream and for travellers it’s becoming just as essential as Google and TripAdvisor used to be

If the conversation becomes the storefront, and the storefront shapes the shortlist, who ultimately owns the guest relationship?

A growing network of predatory OTAs and rogue affiliates are aggressively bidding on boutique hotel brand names and siphoning off your most valuable guests

The important question is not how to increase traffic. It is why so many guests hesitate at the final stage of decision-making on the hotel’s own website

Over the next five years, expect OTAs to compete to influence decision formation. That is not evolution. That is a structural shift in bargaining power

We break down what rate parity really means today, what has changed, and why hotels need to rethink how they protect their direct channel