Competition for hotels on OTAs (Online Travel Agents) will intensify in 2026. With the increasing number of new properties, aggressive pricing strategies, and constantly changing OTA algorithms, hotels that aren't prepared will increasingly sink to the back of search results, meaning they'll disappear from guests' radars. If you're currently feeling like your OTA performance is declining, your rankings are plummeting, or bookings are becoming increasingly expensive, this explanation should be a wake-up call. Let's see what you need to prepare for!
1. OTA Algorithms Will Become Tighter in 2026
OTA algorithm changes always revolve around key factors:
Most competitive prices
Stable room availability
Quick responses
Good and consistent reviews
Attractive cancellation policies
However, in 2026, OTA trends are predicted to increasingly focus on property conversion rates. This means that hotels that are unable to convert traffic into bookings will be pushed to the back of the queue. If your hotel listing is mediocre, your photos are unsellable, or your pricing is inconsistent, you'll struggle to climb the rankings.
2. Don't Rely Solely on OTAs
Fully relying on OTAs is dangerous. Besides high commissions, you lack control over guest data. Starting in 2026, data will be key to competition because:
Remarketing is increasingly precise
Personalization is increasingly sought after by guests
The trend of repeat stays is increasing
If your hotel doesn't have its own database, you'll lose in the long-term competition.
3. Optimize Your OTA Listings Like You Optimize Your Website
Think of OTAs as your hotel's mini-website. Ensure these three things are perfect:
Professional-quality photos
Bad images = lower rankings + low conversion.
Complete & Selling Descriptions
It's not just about the amenities, but the guest experience.
Consistent pricing across all channels
Channel managers must be in sync 24/7.
Hotels with high-quality content have been proven to win organically on OTAs.
4. Implement Dynamic and Relevant Pricing
By 2026, hotels still using manual pricing will be completely defeated. Demand trends are changing rapidly, especially in tourist destinations like Bali, Labuan Bajo, or big cities like Jakarta and Surabaya. Use:
Dynamic pricing
Automatic rules
Demand-based adjustment
A proactive revenue calendar
The goal: the right price, for the right guest, at the right time.
5. Strengthen Branding to Avoid Being Just an "OTA Choice"
Hotels without a clear identity will sink. Branding helps you:
Increase perceived value
Make guests remember and return
Differentiate you from competitors who only compete on price
Use quality content, a consistent tone of voice, and a truly differentiated guest experience.
6. Use an Omnichannel Strategy to Win on OTAs
Hotels that win on OTAs are those with a comprehensive strategy:
Strong OTA ranking
Optimized website + booking engine
Google Ads for high-intent traffic
Meta Ads for awareness & remarketing
Strong social media content
Integrated and automated hotel ecommerce
The more comprehensive the ecosystem, the lower the risk of losing out to the competition.
7. Supporting Partners Are Crucial
OTA management cannot be done haphazardly. It requires: a revenue team, ecommerce team, digital marketing team, and data & analytics. If your hotel doesn't have a complete internal team, partner with a partner who truly understands hospitality. Partners like ecommerceloka can help with:
OTA optimization
Pricing & revenue setup
Hotel ecommerce website creation
Google Ads + Meta Ads strategy
Direct booking funnel
Monthly data analysis
Consistent hotel ecommerce operations
With a measurable system, your hotel will not only improve its OTA rankings but also increase direct bookings.