Future of Online Travel Agencies In The Hospitality Industry

Introduction 

Did you know that independent hotels could shift up to 30% of their bookings directly, bypassing OTA commissions altogether? For many properties, that could mean thousands in recovered revenue every month. 

 

Yet, the convenience of Online Travel Agencies (OTAs) often comes at a cost: high commission fees, fragmented distribution systems, and diluted guest relationships. As OTAs evolve, independent hoteliers are asking themselves: how much control do we actually have over our own bookings? 

 

This blog offers a deep dive into future of online travel agencies​, what challenges they pose today, and how hotels can prepare for a smarter, more balanced distribution strategy. Whether you’re navigating multiple OTA dashboards or trying to boost your direct bookings, these insights will help you anticipate what’s next, and act on it. 

To understand strategies for increasing direct bookings, check out our blog: How to Increase Direct Bookings for Hotels. 

 

The Current Landscape of OTAs 

 

Online Travel Agencies continue to dominate hotel distribution. Giants like Booking.com, Expedia, and Airbnb claim a substantial share of the global booking market, with OTAs representing 49% of all online bookings worldwide (Phocuswright, 2023). 

 

What’s driving OTA dominance? 

• Guest convenience: OTAs provide a centralized place to compare hotels, flights, and reviews. 

• Marketing muscle: They invest heavily in SEO, retargeting ads, and loyalty programs. 

• Mobile-first experiences: Most OTAs are optimized for mobile bookings, capturing travelers on the go. 

 

But the tide is starting to shift. Travelers are becoming more conscious of where their money goes. They’re also more open to direct bookings when incentives are clear: such as flexible cancellation policies, loyalty perks, or better rates. 

 

Key trends shaping OTA dynamics: 

• Growth of mobile and last-minute bookings. 

• Rising demand for curated, personalized travel experiences. 

• More hotels investing in digital marketing and direct booking tech. 

 

For an overview of leading OTAs, read: Top 5 Online Travel Agencies (OTAs) of 2023. 

 

Challenges & Pain Points with OTAs 

 

While OTAs offer visibility, they’re far from a perfect solution, especially for independent hoteliers trying to optimize margins and personalize the guest experience. 

 

1. Revenue Erosion

Commission fees of 15–25% per booking can significantly undercut profit margins. For smaller hotels or boutique properties, that can mean losing the revenue needed for staffing, renovations, or guest experience improvements. 

 

2. Operational Friction

• Managing rates and availability across multiple OTAs often requires manual work or multiple logins. 

• Rate parity enforcement adds another layer of complexity and compliance pressure. 

• Overbookings and inconsistent data are common when systems aren’t synchronized. 

 

Learn how to avoid overbooking and manage inventory effectively: How to Avoid Overbooking in the Hotel Industry. 

 

3. Guest Experience Dilution

When guests book through an OTA: 

• You often receive minimal guest data before check-in. 

• There’s limited opportunity to upsell or build loyalty pre-arrival. 

• Communication is often routed through the OTA, reducing personalization. 

 

This disconnect affects your ability to deliver tailored experiences, something travelers increasingly expect. We’ll now take a look at the future of Online Travel Agencies.

 

The Future of Online Travel Agencies

 

 

The OTA space isn’t static, it’s evolving rapidly alongside hotel tech and consumer expectations. Here’s what’s on the horizon: 

 

1. Tech-Driven Personalization & Automation

• OTAs are investing in AI-powered recommendations to tailor results for individual users. 

• Dynamic pricing algorithms are getting smarter, adjusting rates in real time based on market conditions, booking windows, and competitor data. 

 

Explore the impact of AI in hospitality: The Impact Of AI In The Hospitality Industry. 

 

2. Consumer Shift Toward Direct Channels

• According to Expedia, nearly 65% of travelers who find a hotel on an OTA still visit the hotel’s website before booking. 

• Integrating a commission-free hotel booking engine into your website is crucial for maximizing direct bookings and revenue. Such a system allows you to avoid the substantial fees charged by Online Travel Agencies (OTAs), which can range from 15-30% per booking 

 

3. Consolidation & Ecosystem Integration For the Future of Online Travel Agencies

• Expect to see deeper integrations between OTAs and hotel tech providers (e.g., channel managers, PMS, and CRM platforms). 

• Unified systems will reduce “swivel chair” workflows, where staff toggle between different platforms. 

 

The future favors properties that combine OTA reach with strong direct channels and efficient operations. 

 

Strategies for Hoteliers to Navigate OTA Evolution 

 

 

OTAs aren’t going away, but how hotels use them is changing. The goal isn’t to eliminate OTAs, but to create a balanced distribution strategy that protects revenue and builds stronger guest relationships. 

 

Here are five smart strategies to future-proof your hotel against overreliance on OTAs: 

 

1. Invest in Direct Booking Tools

Your website should be your top-performing sales channel. That means fast, mobile-friendly, and integrated with a powerful booking engine. 

 

Quick win: Use roomMaster’s Hotel Booking Engine to: 

• Provide real-time availability and pricing. 

• Customize offers and upsells based on room type or season. 

• Reduce abandonment with a smooth, 3-step checkout. 

 

2. Automate Rate & Inventory Management

Managing rate parity across multiple OTAs can feel like a full-time job. With an integrated Hotel Channel Manager, you can update all platforms from a single dashboard. 

 

Why it matters: 

• No more double bookings or mismatched rates. 

• Time saved for front desk and reservations staff. 

• More agility during high-demand periods. 

 

With roomMaster’s Hotel Channel Manager, hoteliers can instantly push updates across OTAs while maintaining full control of pricing strategy. 

 

3. Optimize Your SEO & Website Experience

Your hotel’s website is your digital storefront, and it needs to compete with the sleek interfaces of big OTAs. Use roomMaster’s Hotel Website Builder with pre-designed templates! 

 

Best practices include: 

• SEO-optimized content to rank for “hotels near [your location]” 

• High-quality images, 360° room views, and virtual tours 

• Easy access to rates, promotions, and policies 

 

Bonus: Include an FAQ section to help guests complete bookings directly, reducing the likelihood they’ll return to an OTA. 

 

4. Enhance Your Loyalty & Retargeting Efforts

Guests want perks. Offering exclusive discounts or add-ons for direct bookers encourages repeat stays, and cuts out OTA middlemen. 

 

Try this: 

• Offer loyalty rates or early check-in for return guests. 

• Use retargeting ads to bring back visitors who abandoned bookings. 

 

5. Unify Your Tech Stack

Siloed tools lead to fragmented operations. When your PMS, booking engine, channel manager, and payment platform work together, your team works smarter and your guests notice. 

roomMaster’s all-in-one solution offers: 

• Centralized data for reporting and analytics 

• Easier staff training and onboarding 

• Faster response to market shifts 

 

How roomMaster Supports Hotels in a Post-OTA Dominant Landscape 

 

Adapting to the future of Online Travel Agencies isn’t just about reacting, it’s about having the right tools to confidently take control of your distribution strategy. That’s where roomMaster comes in. 

 

Our ecosystem is built specifically for independent hoteliers looking to grow direct revenue, reduce OTA dependence, and simplify operations without sacrificing guest experience. 

 

Here’s how our solutions align with the strategies outlined above: 

 

roomMaster Hotel Booking Engine 

Make your website your strongest channel. 

• Real-time room availability and rate updates 

• Custom offers and add-ons to drive upsells 

• Mobile-first design that boosts conversions 

• Secure, PCI-compliant transactions 

 

Direct bookings made simple — and profitable. 

 

Channel Manager 

Streamline OTA distribution with one login. 

• Instantly update rates and availability across OTAs 

• Minimize overbookings and pricing errors 

• Maintain rate parity without the hassle 

• Integrates directly with your PMS and booking engine 

Fewer manual updates = more time for guest service. 

 

Property Management Software for Hotels (PMS) 

Your operations control center. 

• Front desk, housekeeping, and maintenance all-in-one 

• Real-time guest profiles and booking data 

• Custom reporting to monitor performance 

• Scalable for properties of all sizes 

Designed for independent hotels, powered by automation. 

 

Integrated Payments 

Check out our hotel payment gateway. 

• Accept payments via card, link, or terminal 

• Reduce chargebacks with secure authentication 

• Ensure PSD2 and PCI compliance 

• Seamless guest experience from booking to check-out 

Peace of mind for you and your guests. 

 

All-in-One Hotel Management 

roomMaster brings all these tools under one roof, no more juggling logins, vendors, or disconnected support teams. 

 

Why it works: 

• Faster implementation and onboarding 

• Lower total cost of ownership 

• Unified support from a single provider 

• A more connected experience for your team and guests 

 

With roomMaster, you’re not just reacting to OTA trends, you’re shaping your own future. 

 

FAQs: Navigating the Future of Online Travel Agencies 

 

1. Will OTAs disappear in the future?

No, OTAs are here to stay. However, their role is evolving, and independent hotels have more tools than ever to reduce overdependence. The future of online travel agencies lies in greater collaboration and smarter integrations, not elimination. 

 

2. How can I reduce OTA commissions without losing visibility?

Use OTAs for reach, but drive traffic back to your own website with retargeting ads, SEO, and loyalty programs. Offering value-added perks for direct bookings (like room upgrades or free breakfast) can encourage guests to book directly next time. 

 

3. What are the benefits of switching to an integrated system like roomMaster?

An all-in-one hotel management solution: 

• Cuts down on manual tasks 

• Prevents overbookings 

• Increases direct bookings 

• Improves guest satisfaction
   

It also ensures your team spends less time fixing tech issues and more time creating memorable guest experiences. 

 

4. How is guest experience affected by OTA overreliance?

When guests book through OTAs, hotels often receive limited guest data, making personalization harder. Direct bookings let you build guest profiles, tailor pre-arrival communication, and offer better service, increasing satisfaction and repeat business. 

 

5. Can small independent hotels really compete with OTAs?

Absolutely. With the right strategy and tech stack (like roomMaster, which has a channel manager, and a modern website), even boutique hotels can boost visibility, maximize occupancy, and protect their revenue without being held hostage by OTA fees.