The OTA Problem: Why Hotels Are Losing Direct Bookings
For many hotels, online travel agencies (OTAs) like Booking.com and Expedia are both a blessing and a curse. While they bring in bookings, they also charge high commissions (15-25%) and actively compete for your direct traffic. A major issue is brand hijacking, where OTAs bid on your hotel’s name in Google Ads, leading potential guests to click on sponsored OTA ads instead of your official website.
The Brand Hijacking Issue: OTAs Stealing Your Traffic
OTAs often run Google Ads targeting your hotel’s brand name, meaning a guest searching for your hotel may see an OTA’s paid ad before your official website. This results in:
- Lost direct bookings as guests click on the OTA ad first.
- Higher OTA commissions, cutting into your profit margins.
- Confused guests, who may assume the OTA is your official site.
💡 Solution: A strong digital marketing strategy can help hotels take control of their brand traffic and increase direct bookings. Here’s how:
1. SEO: Ranking Above OTAs for Your Hotel Name
Why SEO Matters for Direct Bookings
Search engine optimisation ensures your hotel ranks organically above OTA listings. By optimising your website for branded keywords, local searches, and long-tail queries, you increase the chances of guests booking directly.
Key SEO Strategies for Hotels:
✅ Branded SEO: Optimise for “[Your Hotel Name] Official Site” to outrank OTAs.
✅ Local SEO: Claim and optimise your Google Business Profile for better local visibility.
✅ High-Quality Content: Write blogs about your hotel, location, and nearby attractions to attract organic traffic.
✅ Technical SEO: Ensure fast page speeds, mobile-friendliness, and schema markup.
2. PPC Ads: Outbidding OTAs for Your Own Name
How OTAs Use Google Ads Against Hotels
Many hotels are unaware that OTAs bid on their brand name, running Google Ads that appear above their official website. To counter this, hotels must run their own branded PPC campaigns to reclaim lost traffic using PPC advertising for accommodation providers.
How to Run an Effective Google Ads Campaign:
- Bid on your hotel’s name to appear above OTA ads.
- Use ad extensions (site links, callouts, pricing) to attract more clicks.
- Highlight direct booking benefits (best price guarantee, free upgrades, loyalty perks).
- Monitor and adjust bids to stay competitive.
3. Social Media Marketing: Engaging Guests & Driving Direct Bookings
Why Social Media Works for Direct Bookings
A strong social media presence helps hotels connect with potential guests before they reach OTAs. Through platforms like Facebook and Instagram, hotels can showcase their unique experience and drive direct website traffic using social media marketing for hotels.
Social Media Tactics for Hotels:
✔ Retargeting Ads – Show ads to users who visited your website but didn’t book.
✔ User-Generated Content – Encourage guests to tag your hotel in posts & reviews.
✔ Instagram & Facebook Stories – Highlight last-minute deals & exclusive offers.
✔ Influencer Marketing – Partner with travel influencers to expand reach.
4. Website Optimisation: Creating a High-Converting Booking Experience
Why Your Website Needs to Be a Direct Booking Machine
Many hotels lose direct bookings because their websites aren’t optimised for conversions. If your site is slow, outdated, or lacks a visible “Book Now” button, guests will abandon it for an OTA. Investing in a website for hotel ensures you capture direct traffic effectively.
Key Website Optimisation Tips:
✅ Booking Engine Above the Fold – Ensure your booking form is the first thing guests see.
✅ Fast & Mobile-Friendly – Over 70% of travel searches happen on mobile.
✅ Best Price Guarantee Badge – Show guests they’re getting the lowest price.
✅ Trust Signals – Display guest reviews, secure payment icons, and cancellation policies.
Take Control of Your Direct Bookings Today
Hoteliers can no longer afford to let OTAs control their brand traffic. By investing in digital marketing, you can:
✔ Outrank OTAs with hotel search engine optimisation.
✔ Reclaim lost traffic with PPC advertising for accommodation providers.
✔ Engage potential guests on social media with social media marketing for hotels.
✔ Optimise your website with a website for hotel.
eTourism specialises in digital marketing solutions for hotels, helping you reduce OTA reliance and increase direct bookings. Ready to take back control?📢 Book a strategy session today! Contact Us