The complete guide to online travel agencies (OTAs) for hotels

Key takeaways

• OTAs expand reach but come at a cost. They help hotels access global demand, but commission fees can impact margins.
• Direct bookings protect profitability. A strong direct strategy improves margins and long-term guest loyalty.
• Balance is the winning approach. The most successful hotels use OTAs for visibility while prioritizing direct channels.
• Technology enables smarter distribution. Modern platforms help hotels manage OTAs efficiently while staying in control.

If you want to boost bookings and build on your reach, online travel agencies (OTAs) will likely play an important role in your distribution strategy. While direct bookings should always be a priority, OTAs can complement these efforts by connecting you with a global audience, raising your visibility and boosting revenue.

With most travelers booking online, being listed on the right OTAs is essential. Without it, you risk missing out on a large pool of potential guests. In this guide, we'll explain what OTAs are, how they work, their impact on your hotel's success and highlight 13 OTAs worth considering.

What is an OTA?

Online travel agents (OTAs) for hotels are third-party platforms where travelers can search, compare and book accommodations. They provide hotels with a broad audience and a strong distribution channel without requiring large marketing budgets, though they do charge commissions.

How do OTAs work?

OTAs don't charge listing fees in most cases – they take a commission on each booking they generate, typically 10–30% of the total reservation value. The exact rate and structure vary by platform:

• Per-booking commission: The most common model. The OTA deducts its percentage from each completed reservation, so you only pay when it delivers a booking.
• Billing timing: Some OTAs charge per booking, others bill monthly or only after the guest checks out. This affects cash flow, so it's worth confirming before you list.
• Pay-to-rank options: Many platforms let you pay a higher commission in exchange for better placement in search results. This can improve visibility, but it also raises acquisition cost per booking.

The takeaway: commission buys reach without upfront marketing spend, but every OTA booking carries that cost where a direct booking wouldn't. That's why the strongest strategies use OTAs for exposure while routing the demand through one system that also strengthens direct channels – so commission stays a deliberate cost, not a default one.

Why are OTAs important for hotels?

OTAs for hotels are an essential part of a successful distribution strategy. They offer:

• Global reach: Expand beyond your direct booking channels.
• Trust and credibility: Guests unfamiliar with your brand may prefer booking through a well-known OTA.
• Increased bookings: Capture travelers who might not have found your hotel otherwise.
• Marketing power: OTAs invest heavily in advertising, which benefits your visibility.

OTAs introduce new guests to your hotel, which you can later convert into loyal direct bookers.

Different types of OTAs for hotels

OTAs come in various categories depending on their reach, specialization and how they sell. Here's a breakdown:

Metasearch engines

Metasearch engines like Google Hotels, Kayak, Skyscanner and Trivago aggregate prices from different OTAs, enabling travelers to compare rates before booking.

Global OTAs

Expedia, Booking.com and Agoda offer hotel bookings, vacation packages and car rentals worldwide.

Specialized OTAs

Specialized OTAs service niche markets, such as Hostelworld for budget travelers or Mr & Mrs Smith for luxury stays.

How OTAs can increase your hotel bookings

Increasing hotel bookings is a top priority for hoteliers and OTAs play a key role in achieving that. By listing on OTAs, hotels gain access to a global audience of potential guests who might be difficult to reach through direct marketing alone.

Beyond visibility, OTAs offer powerful market intelligence. With vast amounts of data on booking behavior and customer preferences, OTAs help hotels refine their pricing strategies and optimize marketing efforts. Hotels can use these insights to adjust rates, run promotions and maximize occupancy.

OTAs also act as a form of advertising. Many travelers browse OTAs for research before booking directly with the hotel – a phenomenon known as the "billboard effect." To take full advantage, hotels need a smooth booking engine to capture these direct reservations.

How a channel manager increases OTA bookings and revenue

A channel manager syncs your rates and availability across every connected OTA in real time, which removes the manual work that limits how many channels you can sell on – and the errors that cost you bookings. The revenue impact comes from three things:

• Sell on more channels without more risk: Manual updates cap how many OTAs you can realistically manage. A channel manager pushes inventory everywhere at once, so you can list on more platforms and capture demand you'd otherwise miss – without the overbooking risk of juggling them by hand.
• Eliminate costly errors: When one booking comes in, availability drops across every channel instantly. That prevents the double-bookings that trigger relocations, refunds and damaged reviews, and the rate discrepancies that erode guest trust.
• Optimize pricing in real time: Push rate changes across all OTAs the moment demand shifts – raising rates during a local event or filling low-demand nights – instead of updating each platform separately and missing the window.

The bigger gain is control: when your channel manager connects to one system alongside your booking engine and PMS, every OTA booking flows into the same place as your direct reservations – so you can grow OTA volume without losing visibility or margin.

How do hotels know which OTAs to use?

The right OTAs depend on your property type, target guest and the markets you want to reach – not on signing up for as many as possible. To build a focused mix, weigh three things:

• Match the platform to your segment: A luxury property gets more value from a niche platform like Mr & Mrs Smith than a budget-focused channel, while a hostel sees stronger returns on Hostelworld. Listing everywhere dilutes effort and adds channel management overhead without adding the right demand.
• Target the markets you want: If you're chasing outbound Chinese travelers, Trip.com and its 90 million active users matter more than a U.S.-focused brand like Orbitz. A property relying on domestic American demand would weigh that the other way.
• Let the data confirm what's working: OTA dashboards show which platforms drive bookings, at what rates and for which guest profiles. Track performance over a few months, then concentrate budget and inventory on the channels that convert.

The goal is a focused mix you can manage from one system, not necessarily maximum coverage.

How does the booking process work?

Once a guest books through an OTA, they receive an instant confirmation. If your hotel uses a channel manager, the system will automatically update availability and prevent overbookings. The more automated your process, the smoother the experience for both guests and staff.

13 best OTAs to increase your hotel bookings

Now that we understand how OTAs can help increase your hotel bookings, let's take at 13 of the most widely used OTAs.

1. Booking.com

One of the most established OTAs, Booking.com gives hotels extensive visibility across a global audience. Hoteliers don't pay listing fees – only commission on completed bookings.

2. Expedia

A key player in North America and Asia, Expedia focuses on budget-friendly accommodations and owns several other OTAs, including Hotels.com.

3. Hotels.com

A subsidiary of Expedia, Hotels.com specializes in repeat customers through its rewards program, which offers a free night after 10 bookings. Listings on Expedia automatically appear on Hotels.com too, increasing exposure.

4. Airbnb

Originally a home-sharing platform, Airbnb now welcomes boutique hotels and unique properties, especially those with strong local character – making it ideal for independent and small-scale accommodations.

5. Agoda

Owned by Booking.com, Agoda has a strong presence in Asia and offers tailored marketing strategies through dedicated market managers to boost hotel visibility in specific regions.

6. Tripadvisor

Once solely a review site, Tripadvisor now lets hotels list directly and integrates with OTAs like Expedia and Priceline – making it a key platform for travelers researching accommodations.

7. Travelocity

Part of the Expedia Group, Travelocity is a veteran OTA that's particularly popular in the U.S. and specializes in package deals, making it a strong option for hotels looking to boost bookings through bundled offers.

8. Orbitz

Another Expedia Group brand, Orbitz focuses on the U.S. market and includes a loyalty program offering immediate discounts – though this tends to reduce room rates. Hotels listed here also appear on Expedia.

9. Trip.com

A rapidly growing OTA from China, Trip.com is an essential platform for targeting outbound Chinese travelers, presenting a strong opportunity for international hotel bookings.

10. eDreams

Popular with Spanish-speaking travelers, eDreams specializes in budget-friendly accommodations like B&Bs and hostels, with no maintenance or setup fees for hoteliers.

11. Priceline

Priceline's "Express Deal" feature lets hotels offer discounted rates without revealing their name until after booking – useful for filling last-minute availability without affecting brand positioning.

12. Hotwire

Similar to Priceline, Hotwire enables hotels to sell discounted rooms under "Hot Rate Deals", attracting budget-conscious travelers while maintaining brand integrity.

13. Lastminute.com

Famous for its "Top Secret Hotels" deals, Lastminute.com caters to flexible travelers seeking discounts at upscale hotels – a great way to fill last-minute vacancies while introducing new guests to your property.

How to add your hotel to OTAs

To add your hotel or property on OTAs, follow these steps:

1. Choose the right OTAs

Identify which OTAs align with your target market. For example, if you run a luxury property, consider niche platforms like Small Luxury Hotels of the World. Budget hotels might benefit more from Hostelworld.

2. Sign up

Visit the OTA's website and look for options like "List Your Property" or "Sign Up."

3. Complete your profile

Provide detailed information, including location, contact details, room types, amenities, pricing and availability. High-quality photos are essential for attracting bookings.

4. Set your policies

Establish your pricing strategy, cancellation terms, accepted payment methods and check-in/check-out details.

5. Sync with a channel manager

A channel manager helps keep pricing and availability updated across multiple OTAs to prevent overbookings.

6. Optimize your listing

Use compelling descriptions, offer promotions or discounts and highlight key selling points to stand out.

7. Submit for approval

Once approved, your property will go live, and you can start receiving bookings.

Tips and strategies to increase revenue from OTAs for hotels

Leverage reports and insights

Use OTA dashboards to track performance, optimize pricing and adjust marketing strategies. Insights can help identify trends and areas for improvement.

Encourage reviews

Higher ratings improve visibility and credibility. Encourage satisfied guests to leave reviews, as they significantly influence booking decisions.

Don't neglect special discounts

Exclusive offers can boost bookings, whether for last-minute stays or early reservations. Many OTAs also offer mobile-only discounts, capturing travelers who book on the go.

Optimize prices

Use dynamic pricing to maximize revenue. Lower rates during low seasons and increase them during high-demand periods, such as events or festivals in your area.

How should hotels manage OTA reviews?

Reviews directly affect your ranking and conversion on OTAs – higher ratings lift visibility and influence booking decisions – so managing them is part of distribution strategy, not an afterthought. Three habits make the difference:

• Ask satisfied guests to review: The guests most likely to post unprompted are the unhappy ones, which skews your average down. Prompt happy guests at the right moment – a post-check-out message or a follow-up email – to build a steadier flow of positive ratings.
• Respond to everything, fast: Reply to both praise and complaints, since prospective guests read how you handle problems as closely as the problems themselves. A prompt, specific response to a negative review often does more for credibility than the review itself costs you.
• Treat reviews as operational data: Recurring themes – slow check-in, noise, breakfast quality – point to fixes that raise ratings across every channel at once. Track them centrally so feedback from each OTA feeds the same improvement loop rather than sitting in separate dashboards.

Manage reviews from one place where possible, so guest feedback connects to the rest of your operations instead of living platform by platform.

How Mews connects OTAs to the rest of your operation

OTAs bring demand, but that demand only creates value if it flows cleanly into the rest of your operation. Mews is a hospitality operating system that connects every OTA to your rates, availability, payments and guest data, bringing channel management, booking engine, payments and PMS together in one system.

Here's what that looks like in practice:

• Availability stays in sync everywhere: When a booking lands on any OTA, inventory updates instantly across every channel and your direct booking engine, preventing the overbookings and rate discrepancies that fragmented systems create.
• Every booking lands in one place: OTA reservations flow into the same system as your direct bookings, so the front desk, housekeeping and finance teams work from a single source of truth rather than reconciling multiple dashboards.
• Pricing responds in real time: Rate changes push across all OTAs the moment demand shifts, so you capture event-driven demand or fill low-demand nights without updating each platform separately.
• Direct channels stay competitive too: A connected booking engine, PMS and payments stack helps hotels capture more profitable direct demand while still benefiting from OTA visibility.

The benefit comes down to control and conversion. You can grow OTA volume without losing visibility or margin, because every booking – regardless of source – sits in the same system that powers your direct channels. That's also where the long-term payoff lives: an OTA introduces a guest once, but when that booking carries guest data into Mews, you can turn a one-time OTA reservation into a repeat direct booker.

Want to see how it works in practice? Book a demo.