As the economics of luxury hospitality continue to shift, many resorts are re-evaluating their reliance on online travel agencies (OTAs). With commission rates rising and occupancy volatility increasing, resorts are exploring alternative ways to secure new guests without surrendering 20-30% of each booking to third-party platforms.
NB: This is an article from Americas Great Resorts
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This report analyzes 2025 performance data from a range of luxury properties across North America, Mexico and the Caribbean to understand how external email marketing outreach to new, previously unengaged travelers has become an effective acquisition channel – particularly for reducing OTA dependence and improving direct-booking profitability.
This analysis does not focus on traditional “loyalty database” marketing. Instead, it examines the impact of email campaigns that reach entirely new, non-customer audiences with strong travel intent.
Background: Rising OTA Costs, Rising Pressure on Profitability
OTAs remain a dominant source of bookings for many resorts, but their financial impact is increasingly difficult to ignore.
2025 OTA Commission Snapshot
- Typical commission range: 20–30%
- Higher for premium placements or “accelerator” visibility
- Larger properties often pay six-figure annual totals
- OTA guests typically have lower long-term value and limited brand loyalty
In a competitive environment with rising labor, insurance, and operating expenses, resorts are beginning to scrutinize every cost center – and OTA commissions are emerging as a top concern.
This has led luxury properties to investigate new direct-acquisition channels that do not rely on past-guest databases.
The Emergence of External Targeted Email as a Viable Acquisition Channel
The most significant development observed in the past 18 months is the use of external email marketing lists – composed of high-income, high-intent travelers – to generate new direct bookings at a lower cost than OTAs.
Why this approach is gaining traction:
- Resorts can reach travelers who have never engaged with the property before
- Email allows controlled, measurable, direct-to-consumer communication
- The cost of acquisition is significantly lower than OTA commissions
- Campaigns drive users directly into the resort’s booking engine
- Resorts own the guest relationship from the first interaction
External email outreach essentially creates a new top-of-funnel acquisition layer that resorts previously lacked access to.
