If you run a hotel, you’re probably already familiar with the online travel agencies (OTAs) that dominate the hotel booking market. Companies like Expedia and Booking.com make it easy for travellers to find and book rooms at your hotel, but they also charge hefty commissions to hotels for each booking, which are only increasing!

Booking.com's average commission across all programmes is estimated at 17.5% in 2026, up from 15.8% in 2022. Expedia's average sits at approximately 19.2%, up from 17.5% over the same period. (Booking Whiz, 2026) These are just the averages, with OTA commissions taking up to 30% of the booking price. (Hotel Tech Report, 2024)

It's even harder to compete against OTAs in 2026, because they're no longer just websites. Booking.com and Expedia are now among the first travel partners inside ChatGPT, feeding users hotels, prices, and maps directly inside the AI chat interface. Hotels aren't able to gain visibility the same way. That means that when travellers ask ChatGPT for hotel recommendations, their results will be shaped largely by OTA listings. And most recently, TikTok launched TikTok Go in May 2026, a new in-app travel booking feature that lets users book hotels directly from creator content, connecting TikTok's video and search pages with travel partners including Booking.com and Expedia. Every TikTok Go transaction routes through an OTA, so hotels cannot capture it as a direct booking.

In this blog, we'll explore why a strong direct booking strategy is essential for your hotel's bottom line, why ditching OTAs entirely isn't the answer, and how a CRM can help you convert OTA guests into loyal direct bookers over time.

Why does a direct booking strategy matter for hotels?

While OTAs remain a valuable source of bookings, developing a direct booking strategy that encourages guests to book directly with your hotel has never been more important. Direct bookings not only save you money on OTA commissions, but they also give you more control over the guest experience and allow you to build stronger relationships with your guests.

Should I stop using OTAs altogether?

No, for most independent hotels, that would be the wrong move. OTAs serve a genuine purpose: they put your property in front of travellers who have never heard of you, particularly in competitive markets or during low-demand periods. The goal isn't to eliminate OTAs, it's to stop being dependent on them.

Think of OTAs as a channel for you to gain new guests, but not one you use for retention. Once a guest has stayed with you through an OTA booking, your top priority should be to move that guest relationship directly to your property. That's where your CRM becomes essential. These tools can help you collect guest data, segment your audience, and send targeted messages that encourage direct bookings. By capturing guest data during and after the stay, you can build a communication channel that brings them back on your terms, not the OTAs'.

How much could you save by shifting 19% of your OTA bookings direct?

Try our OTA savings calculator and see what that could mean for your hotel!

CALCULATE YOUR POTENTIAL SAVINGS

How can CRM and marketing software help you develop a strong direct booking strategy?

💕 Personalise your messaging

With a CRM, you can collect information about your guests’ preferences, past bookings, and more. This allows you to send targeted messages personalised to their needs and interests, encouraging them to book directly with you.

 Only 46% of brands collect zero-party data through sign-up forms or preference centres (Dotdigital, 2024), so by integrating one into your data collection process, you’re getting ahead of other hoteliers. 

Are you new to preference centres? We've broken down the basics of preference centres, what kind of things to ask your guests, and when to send them! See how preference centres help you collect the right data from the beginning.

🎯 Send targeted promotions

With marketing automation software, you can set up targeted promotions that are only available to guests who book directly with you. This can be a powerful incentive for guests who are considering booking through an OTA. 

Segmentation is a powerful tool that you can use to only send the best offers to your loyal guests! Read more about hotel guest segmentation here. 

🚀 Automate your follow-up

After a guest stays at your hotel, a CRM can help you automate follow-up messages that encourage them to book again. This can help you build loyalty and encourage direct bookings in the future. 

Get inspiration on how to encourage your OTA guests to become direct bookers with one of these six targeted loyalty campaign ideas! 

💫 Create a targeted strategy for your OTA guests

Using the segmentation feature in For-Sight, you can set up automatic campaigns to be sent to your OTA guests before their stay, during their stay, and shortly after their stay without manually checking if they are OTA guests or not. This is a chance to customise your messages for this specific audience, encouraging them to share their information with your hotel and book directly with you in the future. You can also take advantage of the Front Desk report to mark your OTA guests' arrivals and departures each day and encourage them to sign up for marketing communications or offer an incentive to book direct on their next visit. Explore this further in Insights and Dashboards. 

OTAs are nice, but Direct Bookings are Essential!

Overall, a good direct booking strategy is essential for any hotel that wants to save on OTA commissions and build stronger relationships with guests. By using For-Sight’s CRM and Marketing automation software, you can develop a strategy that encourages direct bookings and gives you more control over the guest experience.  

So, start exploring these tools and see how they can help you take your hotel’s direct booking strategy to the next level. Schedule a call to see more of the For-Sight platform here.