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06-Feb-2021 13:32

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Years ago I was in this situation myself a few times and I admit I was more than concerned – it was a real risk. Times have changed and today I believe there is no need for serious concerns anymore and the risk is manageable. As mentioned, metasearch is the number one source of traffic for OTAs; that’s where most travellers start when they want to book a hotel. Better rate parity means higher conversions, through your own website AND through other OTAs. I have changed the names of actual OTAs and do not show absolute figures, but these are real figures of a resort in Bali.

So, when you have stopped working with a specific OTA the next time a customer is looking at your hotel on a metasearch website they will still see plenty of other OTAs displaying your prices and they will simply click on any of the remaining OTAs. Today EVERY frequent online traveler knows the major OTAs in their markets and OTA loyalty is a thing of the past. So stopping an uncontrollable OTA selling your hotel at lower rates than others will therefore not only result in other OTAs compensating for lost bookings from that OTA, but will actually result in more online bookings in general, PLUS you can expect higher conversions on your own website. OTA A was consistently abusing wholesale rates, even after repeat reminders.

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Almost every hotel that has been in this situation knows that.

You can terminate their agreement, send them dozens of emails, but they will continue to use rates from other sources.

What is more important, and more effective, is to inform the concerned OTA formally that you terminate all cooperation and will not accept ANY customer that has booked through them. Yes, you most likely will end up with a very upset customer at the reception.For customers’ sake, hotels and OTAs are supposed to be business partners, right? Lots of hotels try to fight this battle, but the majority are either ill-prepared or only half motivated to actually fight. The battle with OTAs will not go away though and the only sure thing is that at least some OTAs will always continue to find new ways to outsmart and undercut hotels and competitors.So, that leaves the second question: How to make sure an OTA will completely stop selling your hotel?



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