Haninder Sachdeva

Managing Director & CEO, Eight Continents Hotels & Resorts

Direct bookings offer better profit margins for hotels, while OTAs provide wider visibility. It’s a strategic choice influenced by factors like commission fees, brand control, and customer relationships. The preference between direct booking and OTAs depends on the specific goals and priorities of each hotel or accommodation provider. Direct bookings often yield higher profits and better customer relationships, while OTAs offer broader exposure and access to a diverse audience. Striking a balance or employing a hybrid approach can be an effective strategy for many establishments.

Sonica Malhotra Kandhari

Joint Managing Director of MBD Group (Radisson Blu MBD Noida Hotel)

“At Radisson Blu MBD Noida, we have experienced the transformative impact of direct bookings. While OTAs play a crucial role in attracting a wider audience, it’s essential to strike a balance between utilizing third-party channels and maximizing the benefits of brand websites. Our commitment to cultivating direct relationships with our guests has proven valuable. Despite OTA reservations constituting approximately 30%, our steadfast initiatives have successfully elevated direct bookings to an impressive 45%. For a brand like ours, Direct bookings give us the opportunity to directly connect and deliver the best value, which no other channel can give. Direct bookings give us the opportunity to customize experiences, extend exclusive offerings, and build authentic connections. This not only helps our business but is clearly seen in the happy faces of our valued guests.”

Rayan Aranha

Vice President Hospitality & Commercial Brigade Group

“Direct channels offer advantages including increased customer loyalty and better hospitality experiences, while OTAs play a crucial role by reaching out to a larger audience and targeting a wider net of travellers. Brigade Hospitality believes implementing a balanced approach between direct bookings and OTAs can optimize occupancy levels.”

Davinder Juj

General Manager, Eros Hotel, New Delhi

The choice between direct bookings and bookings through Online Travel Agencies (OTAs) has distinct implications for our property since we are a stand alone 5 star property. Direct bookings often result in higher profit margins as they avoid commission fees, allowing us  to establish a direct relationship with guests, implement loyalty programs, and maintain brand control. We do an avergae of 66% direct room nights while the OTA contribute 34% to our revenue bank.  However, attracting direct bookings involve higher marketing costs (Advertisnig / digital presence etc). On the other hand, OTAs provide us with a broader audience, convenience for travelers, and quicker bookings. Yet, the commission fees charged by OTAs (approx 18% per booking) can significantly impact a our overall profitability / GOP. Also, we may have limited direct interaction with guests, hindering the establishment of a more personalized connection. Striking a balance between both channels is a common strategy that we engage enabling us to maximize their reach and revenue while effectively managing costs and maintaining control over their brand.

Ashley James

General Manager, Angsana Oasis Spa and Resort

“We prioritize direct bookings, ensuring transparency and offering the best prices and benefits. While engaging with OTAs and technology, our focus remains on direct channels, delivering an exceptional experience. A small guest percentage uses OTAs for rewards, but our main business thrives on direct bookings, fostering direct communication and memorable experiences.”

Teena Nichani

General Manager of Sales, Sayaji Hotels

At Sayaji Hotels, we strategically prioritize a harmonious balance in guest bookings. We perceive OTAs as integral brand-building tools, leveraging their growing visibility. With a legacy of devoted guests, strengths in personalized service and relationship management, our integrated property management system ensures a balanced approach to sales and distribution. This allows us to capitalize on the best of both worlds. With an ambitious expansion plan for next financial year, we are committed to expanding our presence nationwide and growing our guest database.

Ravi Kumar Arya

Director of Sales & Marketing, Crowne Plaza Ahmedabad City Centre

In the digital age of travel planning, the clash between Direct Booking and Online Travel Agencies (OTAs) has hoteliers like me pondering the best approach to attract guests. Direct Booking is like a home-cooked meal – it’s personalized, direct, and fosters a closer connection with guests. On the flip side, OTAs are like a global buffet, offering exposure to a vast array of potential customers. But the battle is real – balancing the cost of commissions with the benefits of increased visibility is a constant challenge. I’ve found that a hybrid strategy works best – encouraging direct bookings for loyal guests while leveraging OTAs for reaching new audiences. It’s a delicate dance in the hotel industry, where personalized service meets global reach, and finding the right mix is the key to winning this ongoing battle.

Ayodhya Nath Tiwari

Director of Revenue, Novotel Kolkata Hotel & Residences, Accor

Following COVID-19, the relevance of Direct and Indirect channels has surged. Direct Booking, fuelled by Accor Live Limitless loyalty members, ensures sustained growth, exclusive deals, and stay points. Concurrently, sponsored ads on various OTA channels are crucial for Indirect Bookings. Our challenge is harmonizing both, with a focus on nurturing ALL loyalty bookings to drive more direct bookings at Novotel Kolkata Hotel & Residences.

Irfan Khan

Director of Sales & Marketing, InterContinental Chennai Mahabalipuram Resort

“Hotels navigate the challenge of optimizing revenue from OTAs while cultivating direct bookings to fortify guest relationships. Elevating online reservations is strategic, influencing brand perception and delivering a flawless guest experience. The pursuit of sustainable revenue and brand prominence aligns with hotels strategically emphasizing direct reservations, recognizing the indispensability of both OTA and direct booking approaches in this ongoing battle.”

Aakash Chandramohan

Director of Revenue, Hyatt Regency Pune Hotel & Residences

At Hyatt Regency Pune Hotel & Residences, we view the clash between direct booking and OTA not merely as a battle of channels but as a curated harmony. It’s a symphony where autonomy elegantly meets visibility, crafting an unparalleled hospitality experience for our esteemed guests

Amit Kulkarni

Director of Sales and Marketing at The Westin Pune Koregaon Park

“Capturing a 16.7% share of digital room nights, our direct bookings not only thrive in the market, but also are the perfect opportunity for the hotel to highlight exclusive offers and benefits. Fostering OTA partnerships helps us expand our reach to previously untapped audiences. A fine balance between the two, extends our presence in the competitive hospitality landscape.”

Chitra Awasthi

Director of Sales & Marketing, Grand Hyatt Gurgaon

“Navigating the dynamic landscape of hotel bookings calls for a nuanced approach. While direct bookings strengthen brand loyalty and save on commissions, online portals amplify visibility and cater to a diverse digital audience. Striking a harmonious balance between the two is essential for maximizing reach and capitalizing on the vast opportunities presented by the digital world.”

Michael Lestourgeon

Director Sales & Marketing Park Hyatt Chennai

Every corporation will always be partial to platforms directly associated with their brands. It is for this reason that companies like Hyatt invest on content and optimization for our hotel website. There is no denying the fact that the OTA reach currently is still with a wider audience, however that share is consistently reducing but can never fully be replaced for what an OTA delivers in terms of choice for a traveler.

Vishvesh Madhavan

Head of Revenue, South India, Hilton Bangalore

“At Hilton, We endeavor to leverage our captive and external distribution channels and partners and work in tandem to capitalize on opportunities to augment channel wise market share. Through various parameters, an optimized distribution will be the one that harmonizes rates and traffic volume across channels to deliver results.”

Piyush Ranjan Samantaray

AGM- Revenue Management, Mayfair Hotels and Resorts

At MAYFAIR Hotels & Resorts, we optimize direct bookings through our website, featuring unique natural surroundings in short guest experience videos. With Google services integration in META, a Best Rate Guarantee, and tactical brand campaigns, we encourage pre-purchase with coupons and reward loyalty. Future plans include AI-driven custom itinerary promotions for visitor-to-buyer conversion.