Look, I know it’s cool in Revenue Manager circles to trash-talk OTAs. “They’re stealing our margins!” “They own the guest!” “They don’t even call the hotel by its proper name!” “We need direct business”

But let me tell you a little secret: I actually like OTAs.

Why? Because if OTAs were a club….they’d be the hottest, most exclusive, guest-packed nightclub in town.

Let’s Break It Down: OTA Club Culture 101

1️⃣ The Line Outside? Massive. Everyone wants in. They’ve got the traffic, the visibility, the glam factor. Your direct channel is the cool speakeasy that people eventually find. OTAs? They’re the Vegas strip.

2️⃣ The Dress Code? Brutal. To get listed, you need competitive rates, slick photos, and a clear offer. Sloppy rates? Bad photos? Weak content? Security won’t even let you past the velvet rope.

3️⃣ The People Inside? Not Loyal – But They’re Spending. They may not know your brand. They may never come back. But they’re here tonight, drink in hand, ready to buy. And if you charm them (a.k.a. deliver a killer experience), guess what? They might leave with your number for next time.

4️⃣ The Cover Charge? Yep – It’s Steep. Commission fees hurt. But it’s the price of admission. You want the volume, the reach, the momentum? You pay the DJ.

Here’s the Real Play: Learn the Game, Then Win It

The problem isn’t the OTA. The problem is when we treat OTAs like enemies instead of entry points.

Let me ask you different:

When you met your partner / husband / wife – did you meet them all dolled up sitting on the couch eating Doritos and watching Virgin Rivers???

Then why oh why do you think that approach works in hotel distribution!?!

Use OTAs to mingle, get your face out there, get looked at, denied, converted and go on a few dates.

Once you are on a date – own it! Don’t have your wing-man/woman spoil your game by checking “how is the date going”.

️,

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