OTAs spent $5.2 billion on marketing in Q2 of 2025. That is not a typo. Billions. Booking Holdings dropped $2.2 billion. Expedia spent $1.6 billion.
NB: This is an article from gcommerce
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This is not just spending. It is an arms race. If you are an independent hotel, you will not win by trying to match it. The only way forward is to compete smarter.
Why this matters for independent hotels
OTAs are flooding social, search, and AI-driven channels with budget that independents cannot match. They capture the guest early, shape the options, and dominate the conversation. By the time a traveler reaches your site, you are already playing catch-up.
If you do nothing, you are invisible.
The power of brand and storytelling
Your brand is your strongest weapon. Without it, you are just another option in a list of OTA results.
Travelers book with emotion first and logic second. Research shows that 56% of travelers are more likely to book a hotel that tells a compelling story. Brands that lean into storytelling see conversion rates climb by up to 30%. And companies that communicate their brand consistently through storytelling report up to 20% higher customer loyalty.
The numbers prove how powerful loyalty really is in hospitality. According to CBRE’s analysis of 675 million loyalty members, loyalty program members accounted for 52.8% of all occupied hotel rooms in 2024, up 12% year over year. That kind of recurring revenue is the result of strong brand investment and consistent storytelling over time.
Ask yourself: what are the pillars of your brand? How are they carried out every single day? If you are fortunate to have a rich history, what are you doing to treasure it and share it in a way that feels alive today?
Storytelling is not fluff. It is strategy. It is the difference between being remembered or forgotten, between a direct booking and another OTA commission. Do not let AI strip away the human heart of hospitality. Use it to amplify your story and strengthen the connection you build with guests.
How hotel metasearch levels the playing field
Hotel metasearch is where you meet OTAs head-on. It is where travelers compare options side by side. If your direct booking offer is not there, you are giving OTAs a free pass.
Visibility in hotel metasearch means you are in the conversation when it matters most. It is your chance to intercept the booking before it is lost to an OTA.
