Most hoteliers can remember a time when online travel agents felt like the enemy. You would see a booking come in, notice the commission attached to it, and wonder why on earth you were paying to sell your own rooms. For decades, hoteliers have debated the value of OTAs, often feeling caught between commissions and visibility. Over the years, many hotels have worked hard to push direct bookings, improve their websites and reduce reliance on third parties.

All of that makes sense, but it is also worth accepting one simple truth: OTAs are not going anywhere. Increasingly, the industry is calling a truce: focusing less on winning a battle, and more on building a healthier mix of visibility, value, and guest loyalty across channels.

As booking journeys evolve, OTAs are more important than ever. Travellers use them to browse, compare, dream and plan. Large language models and answer engines (like Google AI overviews) use them as a reliable and trustworthy source of information. Instead of treating them as a necessary evil, the most successful hotels today treat their OTA listings as something far more useful. A shop window. A source of discovery. And, when done well, a quiet supporter of their direct booking strategy.

In this blog, we’ll look at how OTAs are constantly changing, why they are so important, and practical ways to get the most from your listings.

Why Visibility Matters First: The Billboard Effect

Most hotel bookings do not happen in a single click. Guests browse, compare, save options, forget them, return later, and only then make a decision. Visibility early in that journey is what makes the difference.

Being present on OTAs does more than generate immediate bookings. It can also increase direct bookings through what is often referred to as the "billboard effect."

Think about it like this. You are on a road trip and drive past a billboard on the highway. You only see it for a few seconds, but the image of a pristine beach, wildlife, and stunning scenery catches your eye. The hotel name, for example, Oceana, sticks in your mind. Later that evening, you remember it and decide to search online to learn more. That brief moment has planted a seed.

This is exactly how the billboard effect works on OTAs. A guest might notice your hotel while browsing, recognise it again later on Google, read reviews that evening, or notice your hotel among the options when they ask AI for suggestions. Even if they do not book straight away, that early exposure makes your hotel feel familiar.

When your property appears consistently during the research phase, travellers start to recognise your name, your style, and what you offer. That familiarity makes them far more likely to return and book directly when they are ready.

What Has Changed in the OTA Landscape

OTAs have always played a role in discovery, but the balance between hotels and platforms is starting to shift.

For many years, hotels had very little flexibility. Parity expectations often meant you were pressured to keep rates and booking conditions consistent across channels, with limited room to reward direct bookings or add extra value on your own website.

Today, that is changing. In Europe, for example, Booking.com is designated a “gatekeeper” under the EU Digital Markets Act (DMA). That means that they have certain obligations to behave in ways that are fair to both businesses and consumers, for example, by allowing hoteliers to offer better prices or booking terms on thier own websites. While further legal details may still unfold, the direction is clear: the relationship is becoming slightly less one-sided, and that opens the door to more strategic distribution.

This creates new opportunities. Hotels can now offer small extras, discounted rates, or exclusive perks on their own websites, such as breakfast included, room upgrades, or tailored packages. Guests may still find you through an OTA, but you are no longer forced into a one-size-fits-all approach. When used well, OTAs become the beginning of the journey rather than the end.

How AI Has Changed the Way Guests Search

At the same time, the way guests search and make decisions has evolved. AI is everywhere and is now very much part of the booking journey, helping travellers compare options and narrow down choices. These tools rely heavily on existing online information, including OTA listings, videos, photos and guest reviews.

This means your OTA presence now influences far more than just bookings on that platform. Accurate, up-to-date listings help your hotel appear in more places across search engines like Google. Clear information allows AI to confidently suggest your property, improving visibility and supporting bookings across all channels.

Where Google Hotels Fits In

Google Hotels plays a slightly different role from traditional OTAs. Instead of being a standalone booking platform, it appears directly within Google search results, at the moment when guests are actively researching where to stay.

It shows a mix of booking options, including direct hotel links alongside OTAs. This gives hotels another chance to be visible at a crucial decision-making stage, even if the final booking happens elsewhere.

Research from Cornell University suggests that hotels participating on Google Hotels see increased overall demand and more direct bookings. The visibility itself matters. Appearing at the right time reinforces recognition, supports the billboard effect, and strengthens your hotel’s presence throughout the booking journey.

Read more about the Google Hotels launch in 2019

Using OTAs Strategically

OTAs are not without trade-offs – there's the obvious inconvenience of commission, cancellations can be higher, and personalising guest stays can be more difficult (among other hidden OTA costs). But when you understand how visibility, AI, and search behaviour work together, OTAs become more than a commission cost.

They are a discovery channel, a branding tool, and a way to support long-term direct bookings. When combined with a strong website, clear value for booking direct, and accurate listings across platforms, they can play a powerful role in your wider distribution strategy.

Optimising Listings, Visuals and Video

Once guests can find you, your listings need to communicate value clearly and confidently. This means keeping every element accurate, complete and up to date.

Photos and video remain essential. Use bright, professional images that show all room types, shared spaces, outdoor areas and key features. Include views that matter and spaces that give a sense of what staying at your hotel feels like. Short video clips or virtual tours can also help guests understand the atmosphere, especially on mobile devices or social media.

For example, a guest scrolling late at night might pause on a video of your hotel’s rooftop terrace with city lights in the background. Even without reading the text, they get a sense of the experience, which can make them more likely to save your hotel for later or return to book direct.

Descriptions should be concise and focused on what guests want to know: location, nearby highlights, what is included in a stay and who the hotel suits best. Ensure the amenities you mention are also selected in each OTA’s system so there is no confusion. Clear, consistent information builds confidence and reduces surprises.

You should also review and update your listing regularly. Facilities change, policies are updated, and new services are introduced. If your OTA listing shows old information, guests may assume your hotel is out of date as well. Accurate, active listings not only reassure guests but are also favoured by search and AI systems. Keeping your listings clear and up to date means AI can confidently recommend your hotel, boosting visibility and increasing the chances of bookings.

Pricing, Availability and Reviews

Getting pricing and availability right is just as important as your visuals and descriptions. Guests expect accurate, real-time information, and any discrepancies can quickly shake their confidence. In addition, as AI agents get more sophisticated, they’re moving ever closer to booking accommodation on behalf of users from start to finish, so pricing and inventory details need to visible to these non-human agents as well. 

Think carefully about what booking terms you advertise and where. Offering flexible options such as free cancellation can encourage bookings, though it may lead to more changes or cancellations. Depending on your business model, it might make sense to only offer this option to direct bookers, or only during certain times of year, but make sure your strategy is clear and the correct information is up to date on each channel. Regularly reviewing your rates ensures your hotel stays competitive while still offering value.

Here are some clever ways to offer more value than an OTA

Reviews play a huge role in how guests perceive your hotel – and therefore how much you can charge for it. Research by Cornell University showed that guests are willing to pay more for hotels with better guest satisfaction ratings, and Tripadvisor users say they are more likely to book at a hotel that responds to reviews compared to a similar one that doesn't.

Thoughtful responses to both positive and negative feedback show that you listen and care, and thoughtful use of AI can help speed the process up without detracting from the gen. Bringing all your reviews together in one place, with GuestRevu, makes it easier to spot patterns, fix issues quickly, and highlight improvements for future guests.

A gentle follow-up email after a stay can also encourage guests to leave fresh feedback, boosting your reputation and reassuring potential bookers. In the world of OTAs, accurate pricing, smooth availability, and responsive review management all work together to build trust, improve visibility, and turn curious browsers into confident bookers.

Turning OTA Guests into Loyal Direct Bookers

OTAs introduce new guests, but your real opportunity is to turn those first-time visitors into repeat direct bookers. Offering extras like upgrades, meals, personalised experiences, or exclusive packages gives guests a reason to come back to your website for future stays.

Clear communication is essential. Make sure guests understand the value of booking direct without making those who discovered you through an OTA feel left out. When managed thoughtfully, OTAs help people find your hotel, while your own channels nurture loyalty and deeper connections.

Every photo you update, every video you add, every description you refine, and every review you respond to is a chance to show your hotel’s care, character, and attention to detail. These small but deliberate actions build trust, spark confidence, and create memorable experiences that guests want to return for.

In the end, OTAs are not the enemy. They are part of a wider ecosystem that supports discovery, visibility, and growth. By using them wisely, you can turn first-time bookings into lasting relationships, grow revenue, and create a hotel experience that guests remember long after they leave.