Online travel agencies (OTAs) are now where many travellers begin their booking journey. Recent industry data shows that more than 26% of travellers start planning their trips on OTA platforms instead of search engines.
This change is reshaping how hotels attract guests and compete for bookings.
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OTAs such as Booking Holdings and Expedia Group have become central to early travel discovery. Travellers use them to compare prices, read reviews, and complete bookings in one place. For many users, this feels faster and easier than visiting multiple websites or starting with a search engine.
For hotels, this shift brings both opportunity and pressure. OTAs deliver visibility and global reach, but they also charge commission fees and limit direct contact with guests. As a result, many hotel groups are now working harder to win back direct bookings through their own digital channels.
OTAs now lead the early booking journey
The way people plan travel has changed. In the past, travellers often started with a search engine, looking for destinations, hotels, and reviews. Today, many skip that step and go straight to an OTA.
These platforms have become full-service travel hubs. They combine search, comparison, and booking in one interface. Prices are shown clearly, reviews are easy to access, and bookings can be completed in seconds.
On mobile devices especially, this simplicity has made OTAs a default starting point.
This shift means hotels are no longer just competing for visibility on search engines. They are also competing inside OTA ecosystems, where ranking position, pricing, and review scores can strongly influence demand.
Hotels rebuild direct booking strength
As OTA use grows, hotels are investing more in their own booking systems. The goal is simple: encourage guests to book directly rather than through third-party platforms.
Many hotel brands are upgrading their websites to make booking faster and easier. This includes clearer room selection, quicker checkout, and mobile-friendly design. Some are also improving payment systems to reduce drop-off during the booking process.
Price is another focus. Hotels often aim to match OTA rates while offering extra value for direct bookings. This can include flexible cancellation, loyalty points, or small perks such as free breakfast or room upgrades.
Behind the scenes, hotel teams are also using data more effectively. By understanding guest behaviour, they can personalise offers and improve conversion rates on their own websites.
A more balanced future for hotel distribution
Hotels are not trying to remove OTAs from their strategy. Instead, they are aiming for balance.
OTAs still play a key role in reaching international travellers, especially those booking in unfamiliar destinations. However, relying too heavily on them can reduce profit margins and weaken direct customer relationships.
To address this, many hotels are building more integrated distribution strategies. OTAs are used for reach and visibility, while direct channels are being strengthened for loyalty and repeat business.
The focus is increasingly on user experience. Whether a traveller books through an OTA or directly with a hotel, expectations are the same: fast, simple, and reliable service.
For hotels, the challenge is clear. OTAs have become the front door to travel discovery, but the industry is now working hard to make sure guests do not stop there.
