Online Travel Agencies (OTAs) are essential partners for demand generation. The key is balancing reach with profitability and protecting your brand’s direct channel.
Prioritize by audience & cost
- Booking.com and Expedia for broad international demand.
- Agoda and Trip.com for APAC strength.
- HotelBeds for B2B, tour operators, and package traffic.
Measure the right metrics
- Net ADR vs. BAR (after commission and promos)
- Cancellation, price parity, and over/under-index vs comp-set
- Cross‑channel cannibalization (metasearch + brand campaigns)
With consistent audits and rate integrity, OTAs and direct can grow together. Start with your core markets, then expand with targeted promos and fenced offers.