Let’s kill the comforting story.
OTAs didn’t “steal” your guests.
You handed them a hotel that looks like everyone else’s.
Here’s the uncomfortable truth:
If your hotel can be understood in 3 seconds on a booking grid… you’ve already lost.
Because the grid doesn’t reward “nice”.
It rewards clarity + certainty + fit.
Most hotels try to “fix” OTAs with:
– more ads
– more discounts
– more promos
That’s not a strategy. That’s panic.
The decisive move (if you want margin + control)
1. Create a direct-only reason that’s REAL
Not “free water”. Not “10% off”. A reason that changes the guest’s decision.
2. Build proof (not promises)
Rituals. Standards. Consistency. Outcomes.
The guest must feel you’re predictable—in the best way.
3. Reduce uncertainty
Clear promise + clear guest fit.
The clearer you are, the less the guest needs an OTA to “feel safe”.
4. Stop competing on features. Start competing on certainty
Features are copy-paste. Certainty is defensible.
Direct bookings don’t come from better marketing.
They come from a better promise.
If OTAs disappeared tomorrow… would your brand survive?
Comment DIRECT and I’ll book a meeting to help you create a better promise.
#DirectBookings #HotelStrategy #RevenueManagement #DistributionStrategy #HospitalityLeadership #HotelMarketing #BrandPositioning #IndependentHotels #BoutiqueHotels #ADR #RevPAR #TourismIndustry #GM #HotelOwners #CommercialStrategy #meliortempus