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In today’s hotel landscape, it’s no secret that online travel agencies (OTAs) dominate guest acquisition. For many hotels, reliance on OTAs accounts for 40% to 75% of bookings — and while that may keep occupancy strong in the short term, it comes at a steep cost. Commission fees eat away at revenue, and properties risk losing control of the guest relationship.
But here’s the truth: OTAs aren’t the enemy. They’re powerful marketing machines with global reach and billion dollar budgets. The smartest hotel operators don’t reject them. They leverage them strategically as a bridge to direct booking strength.
At Brittain Resorts & Hotels (BRH), we’ve made that philosophy central to our growth strategy. Here’s how hotels can flip the script from OTA dependence to guest loyalty.
See OTA Commission as Your Marketing Budget
Every property has a marketing budget. The only difference is whether you spend it yourself or hand it over to the OTAs in the form of commission. When you rely heavily on OTAs, you’re essentially outsourcing your marketing to them. That’s not necessarily bad in the beginning, especially if your guest history database is thin, but long term it limits your growth and control.
At BRH, we treat OTA costs as an investment in awareness. They’re the front door for new customers, not the permanent foundation of business.
Use OTAs as a New Customer Pond
Think of OTAs as massive fishing ponds. They bring you new guests, travelers who may never have found your property otherwise. The key is to use that first stay as an opportunity to impress, engage, and collect data.
At check in, properties must capture guest information and feed it into remarketing pipelines. From there, every touchpoint: social media, email, loyalty programs, even old fashioned print, becomes a chance to stay top of mind.
Build a 365 Day Marketing Conversation
Winning a guest once is easy. Keeping them engaged 365 days a year is where the real revenue lives.
That means going beyond the occasional email blast. At BRH, our approach includes:
- AI driven behavioral emails that adapt to guest interests.
- Targeted social media campaigns that run year round.
- Database marketing blending digital and traditional channels.
- Operational excellence that makes guests want to come back in the first place.
This layered strategy turns “one time OTA bookers” into loyal, repeat customers who bypass third parties the next time they plan a trip.
Deliver Experiences That Convert
Technology can get guests’ attention, but guest service earns their loyalty. If the stay itself isn’t memorable, no marketing strategy can rescue it. That’s why operational excellence is just as critical as digital sophistication.
At BRH, our resorts consistently deliver high touch guest service, which fuels our industry leading repeat rates. That operational backbone ensures that the marketing machine has something worth amplifying.
Benchmark What’s Possible: Our OTA Dependence Is Just 15%
The results speak for themselves. While many hotels operate at 40% to 75% OTA dependence, Brittain Resorts & Hotels averages just 15%. That’s remarkably low in the industry, and it’s not luck. It’s the result of a disciplined approach:
- Use OTAs strategically to acquire first time guests.
- Convert those guests into repeat direct bookers.
- Reinvest in marketing and service that builds long term loyalty.
This balance keeps distribution costs low and revenue high, while giving us direct control over the guest journey.
The Takeaway
OTAs are not a crutch. They’re a launch pad. But without a system to capture, nurture, and retain guests, hotels will stay stuck in the cycle of commissions and dependency.
At Brittain Resorts & Hotels, we’ve proven that low OTA reliance and high repeat business aren’t just possible. They’re sustainable, profitable, and scalable. If your property is looking to break the cycle of OTA dependence, it starts with rethinking OTAs not as the end, but as the beginning of a much bigger strategy.
Ready to reduce your OTA dependence and grow repeat direct bookings? Learn more about Brittain Resorts & Hotels management services.