Choosing a marketing agency for a hotel or resort
What to ask a marketing agency before hiring them for a hotel or resort, and why understanding the OTA-versus-direct dynamic matters more than general creative flair.
4 min read
Guests have been trained by OTA apps to expect a certain level of booking convenience — saved payment details, instant confirmation, easy modification. A direct booking flow that falls noticeably short of this convenience loses the guest back to habit, regardless of a better price.
Matching OTA-level convenience
- Fast, mobile-optimised search and booking, with minimal required steps.
- Instant confirmation by SMS and email, with clear details.
- Easy self-service modification or cancellation, matching what guests expect from OTA bookings.
Offering a genuine incentive beyond price
A loyalty benefit, room upgrade subject to availability, or a small welcome amenity for direct bookers gives guests a concrete reason to choose the (sometimes marginally less familiar) direct flow over a trusted OTA habit.
Guests will not tolerate a worse booking experience just because the price is slightly better — convenience has to match, not just price.
Tracking direct booking share over time
Monitor the ratio of direct to OTA bookings monthly as a key metric — a rising direct share indicates the strategy is working, and a stalled or declining share signals a specific problem worth investigating in the flow or the incentive offered.
The takeaway
Match your direct booking flow's convenience to what guests already expect from OTA apps — a clunkier direct flow undoes any price or loyalty advantage you are offering.
Written by Fibvo — Bengaluru and Erode, India — working with clients in other time zones. Questions, or think we have it wrong? Tell us.
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