In today's digital age, OTAs (Online Travel Agents) are indeed one of the largest sources of bookings for hotels. But often, increasing reliance on OTAs actually leads to inflated commission costs, shrinking margins, and hotels losing control of their brand. If you're starting to feel like "why are direct bookings getting fewer?", it's time to develop a healthier and more sustainable marketing strategy. Here are solutions you can implement to strengthen your hotel, not just relying on OTAs.
1. Build a Strong Hotel eCommerce System & Foundation
Many hotels still rely on OTAs because their websites and booking engines are not optimal. The key to success lies here:
A fast and mobile-friendly website (The majority of bookings are now made via smartphones. If your website is slow, the navigation is messy, or the booking engine is complicated, guests will inevitably return to the OTA.)
A simple and transparent booking engine (Guests should be able to clearly see prices, room types, and promotions in just a few clicks)
Visual content that sells (Bad photos = drastically reduced conversion rates. Ensure photos of rooms, facilities, and experiences look professional.)
This is where hotel ecommerce becomes crucial. Once this foundation is in place, hotels can start attracting more direct bookings without relying on other platforms.
2. Implement a Targeted Hotel Marketing Strategy
Successful hotels today are those with long-term planning—not just posting on Instagram and hoping guests come. Here are some strategies that really work:
SEO & Local Search Optimization (Make sure guests can find your hotel on Google, not just the OTAs that appear. Blog content, local landing pages, and Google Business Profile are key weapons.)
Email Marketing & Remarketing (Encourage existing guests to return. Guest data is a hotel's greatest asset)
Measurable Meta Ads & Google Ads (Hotel advertising should focus on quality traffic. Not reach, not likes—but intent to book. The combination of Google Search Ads + Meta Ads for social proof & remarketing usually results in the best direct bookings)
Consistent Review Management (The higher the rating and the more reviews, the easier it is to beat OTAs.)
3. Create a Direct Booking Offer that's More Attractive than OTAs
Guests won't book directly if the benefits are the same. Provide a compelling reason, for example: Free upgrade (if available), Late check-out, F&B discounts, Complimentary airport pickup, Spa + breakfast bundle packages. Remember: direct booking isn't about discounts, but about perceived value.
4. Use Technology for Automation & Efficiency
Hotels are often overwhelmed by too much manual work. However, now there are tools for: Auto-pricing based on demand: Channel managers that sync 24/7, Automated emails for pre-stay, in-stay, and post-stay, Revenue dashboards to monitor performance. With automation, teams can focus on revenue-generating activities, not repetitive tasks.
5. Partner with a Hotel eCommerce Partner Who Truly Understands the Industry
Managing hotel digital marketing is complex: from pricing, branding, ads, funnels, to tracking. This is where ecommerceloka comes in as a solution.
What does ecommerceloka do?
Building a hotel e-commerce platform ready to compete with OTAs
Creating a website and landing page focused on conversion
Developing a proven hotel marketing strategy to increase direct bookings
Setting up and optimizing Google Ads, Meta Ads, and remarketing funnels
Managing OTA optimization without sacrificing direct channels
Creating a sustainable revenue plan
With a data-driven approach and experience in the hospitality industry, ecommerceloka helps hotels maximize revenue, not just traffic or content.
If you want your hotel to not only survive but thrive in this digital competition, now is the perfect time to start optimizing your hotel's e-commerce and marketing strategies.