“I don’t rely on OTAs” - Let’s find out.
read time: 2 mins 55 secs
Years ago, in my twenties, I got into the habit of paying only the minimum on my credit card.
It felt manageable.
I was “on top of it.”
But over time, that small balance grew into a big one.
Ugh!
I hadn’t gone on a shopping spree.
I hadn’t done anything reckless.
But defaulting to the easy choice month after month, I ended up paying a lot more than I realized.
Outsourcing your hotel bookings to online travel agencies (OTAs) is similar.
It doesn’t feel dangerous.
It feels easy and convenient.
It even feels smart—at first.
It's designed to be that way.
But the longer it goes unchecked, the more you give away:
- Your margins.
- Your guest relationships.
- Your control.
And here’s the hard truth that no one talks about.
You're here for that, aren't you?
When you outsource your revenue, you’re not just risking your hotel’s reputation,
You’re risking your own.
When your revenue rides on OTA algorithms and promotions,
You’re not seen as the one driving results.
You’re just seen as the one watching from the passenger seat.
And that hits hard when…
➡️Owners start asking tough questions
You fall short in providing answers that demonstrate ownership of the growth strategy.
➡️Asset managers look at your performance
and see that you've outsourced the wins, making your brand less valuable.
➡️Future employers check your history.
The volume might look good, but you missed chances to grow net income.
And maybe the hardest one of all?
➡️Your marketing team needs leadership,
but deep down, you feel like you’re guessing.
You’re pulled in ten directions.
The strategy feels fuzzy.
And you’re stuck reacting instead of leading with confidence.
That quiet frustration builds.
That's not what you want.
You want to be a confident leader ready for career advancement.
Like me paying off my credit card (whew!), all wins start with the first step.
That first step is asking yourself...
Is my hotel more reliant on the OTAs than we think it is?
Let's find out.
There are 4 different markers that point to OTA dependency.
Ask yourself these questions.
Booking Volume Dependence
How much of your business relies on OTAs to keep the lights on?
Do we continue to sell the same volume on OTA channels during the high season?
If someone shut off the OTAs tomorrow, would we feel a sense of panic?
When we need a quick occupancy boost, is our first move to adjust OTA rates or offer OTA promotions?
OTA-First Mindset
What beliefs are shaping your strategy?
Do we assume guests will “find us on Expedia anyway”?
Are you worried about being in the OTA bad books due to rate parity issues?
Do you create OTA promotions or pay for OTA ads as a first-move strategy?
Do we default to OTA workflows instead of improving our team and technology for direct bookings?
Financial Friction
Are you tracking the true cost of OTAs?
Do you scrutinize your marketing spend but ignore commission expenses?
Is your OTA commission payout 3 times more or higher than your marketing budget?
Do you have a good volume of repeat guests that rebook through the OTAs?
I am all for using OTAs.
But there is a risk if you answered yes to more than one of these questions.
You can continue to choose what’s convenient…
Or you can choose what gives you control.
If you’re ready to take ownership of your hotel’s growth and your career - let’s talk.
Book a call with me here and let’s figure out your next best move.
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