The OTA Trap: How Hotels Are Losing Profit and How to Take It Back

Picture of Onur Kiyak

Onur Kiyak

For every $100,000 OTA revenue, hotels hand over $15,000 to $25,000 in commissions. It's not just a bite out of your profits—it's a chunk of your business slipping away. And the bigger danger? You're giving up control. Control over pricing, brand perception, and the guest relationship. If you're still treating OTAs as your primary booking engine, you're playing a losing game.

At Gourmet Marketing, we've worked with dozens of hotels that deliver top-tier guest experiences but have been held back by one thing: an overreliance on third-party platforms. This article pulls no punches. We're going to lay out what's really at stake and how to shift the balance of power back where it belongs—with you.

The Real Cost of OTA Dependence

The commissions are just the start. OTA dependence quietly, systemically eats away at your bottom line.

1. Commission Drain

You already know OTAs charge 15–25%. But when 60% or more of your bookings come through them, that "necessary evil" becomes an expensive habit. At scale, it's a six-figure drain.

2. No Ownership of the Guest

You don't own the customer; they belong to the OTA. You can't remarket to them, build loyalty, or talk to them without jumping through hoops. It's a transaction, not a relationship.

3. Cannibalization Happens Daily

Even your loyal guests might click back to an OTA out of habit. Worse, OTAs run ads on your brand name, intercepting users who intended to book direct. You paid to build the brand, but they cash in on it.

4. You're Not in the Driver's Seat

Discounting, you didn't approve. Room placements you didn't negotiate. Competing properties are listed alongside yours. It all adds up to lost pricing power and diluted brand equity.

5. You're Building Their Empire, Not Yours

OTAs are data machines. The more bookings you send their way, the more intelligence they gather—and the better they get at replacing you in the booking journey. You're funding the very platform that sidelines your brand.

The OTA Evolution: From Partner to Competitor

Today's OTAs are rapidly shifting from static listings to full-blown travel assistants. AI agents now plan trips, suggest itineraries, and handle rebookings without your hotel ever contacting the guest. They're inserting themselves into every step of the journey.

That means you're not even in the conversation if you don't step up. You're just inventory.

What Direct Booking Looks Like in 2025

Direct booking isn't a campaign. It's a system. A mindset. A long-term play.

Here's what it actually looks like when done right:

1. A Website That Converts

  • Mobile-first and lightning fast
  • Simple navigation and intuitive booking flow
  • Real-time rate display and persuasive messaging

2. Best Rate Guarantee That Actually Means Something

  • Display it clearly, everywhere
  • Make it easy to claim
  • Back it with real perks: room upgrades, free Wi-Fi, flexible check-in

3. Tailored Guest Experiences

  • Show returning visitors relevant offers
  • Use geo-location to suggest nearby events or attractions
  • Build urgency with smart inventory messaging

4. Real Guest Data, Not Just Cookies

  • Build your email list at every touchpoint
  • Use CRM systems to track behavior and preferences
  • Run automated campaigns that stay in front of past and potential guests

5. Packages That Sell Themselves

  • Exclusive experiences that OTAs can't touch
  • Local partnerships that add value
  • Seasonal or event-based offers that feel custom-built

6. Aligned Marketing Strategy

  • SEO content built around your destination
  • Paid campaigns that target direct traffic
  • Retargeting to pull OTA traffic back into your funnel

Let's Talk ROI

This isn't a vanity metric exercise. It's about revenue, plain and simple.

Real Numbers

Hotel with $4M in revenue:

  • 70% OTA = $2.8M
  • 20% commission = $560K lost

Shift just 20% of that to direct bookings:

  • $160K saved per year
  • Add-on revenue from upsells and loyalty = icing on the cake

This is money you could be reinvesting in your team, rooms, or brand.

Why Direct Booking Fails (And How to Avoid It)

  • Weak Website UX: If guests can't find what they want in 5 seconds, they're gone.
  • No Incentive: If booking direct feels the same as booking through an OTA, why would anyone bother?
  • Missing Data Strategy: If you're not capturing and using guest data, you're marketing in the dark.
  • Disconnected Teams: Revenue, marketing, and ops need to move in lockstep, not in silos.

What to Do Next: A Realistic Playbook

Step 1: First 90 Days

  • Fix your website speed and mobile responsiveness
  • Build a "Book Direct" value stack that beats the OTAs
  • Set up email capture and simple CRM flows

Step 2: Next 6 Months

  • Launch retargeting ads and email automations
  • Create 3-4 exclusive direct-only offers
  • Train your team to promote direct benefits at every opportunity

Step 3: Long-Term Moves

  • Use guest data to create dynamic website experiences
  • Expand into Google Hotel Ads and meta-search marketing
  • Turn your guest list into a long-term loyalty machine

You Built the Experience. Don't Rent Out the Revenue.

This isn't about blowing up your relationship with OTAs overnight. It's about shifting the power back—gradually, strategically, permanently.

If your current marketing strategy sends more revenue to Booking.com than your website, it's time to change. The tools exist. The roadmap is clear. What's missing is action.

Direct booking isn't just good business. It's survival.