Hotels shift focus to direct bookings as OTA costs rise

By AI, Created 7:06 PM UTC, June 03, 2026, /AGP/ – Top Suite Web Marketing is offering free strategy sessions to help U.S. hotels reduce dependence on online travel agencies and grow direct reservations through their own websites and marketing channels. The pitch comes as direct website bookings rise and OTA commissions continue to squeeze hotel margins.

Why it matters: - Hotels can keep more of each booking when guests reserve directly instead of through online travel agencies. - Higher-margin direct bookings also give hotels more control over guest relationships, repeat stays and long-term revenue. - OTA commissions as high as 30% per booking can materially reduce profitability, especially for independent hotels.

What happened: - Top Suite Web Marketing launched complimentary one-on-one strategy sessions for hotel owners and general managers. - The sessions are designed to help properties reduce OTA dependence, recapture lost guests and grow repeat direct business. - The offer is aimed at U.S. hotels looking to increase revenue through their own websites and marketing funnels.

The details: - Each consultation is tailored to a property’s current digital presence, booking mix and revenue goals. - The sessions identify ways to increase direct bookings through websites, email lists and marketing funnels without adding ad spend or relying on intermediaries. - Top Suite Web Marketing said its initiative includes two programs: Free Direct-Booking Consultations and a Pay-Per-Stay Advertising Program. - The pay-per-stay model charges hotels only after a guest books and completes a stay. - Top Suite said the model eliminates upfront ad costs and ties spending directly to revenue. - The company’s exact methods are proprietary. - Top Suite said its approach combines marketing technology with guest engagement strategies intended to help independent hotels compete more effectively. - Hotel owners and general managers can request a complimentary consultation through the company’s booking page.

Between the lines: - The move reflects a broader push by hotels to reclaim distribution from OTAs and strengthen first-party customer relationships. - SiteMinder’s 2025 Hotel Booking Trends Index found direct website bookings grew 12% year over year, outpacing other online channels. - STR data shows OTA commissions averaging 18% to 25%, which keeps pressure on hotel margins. - Top Suite is positioning its offer as a performance-based alternative to traditional ad spending.

What’s next: - Hotels that take the consultation may use the findings to shift more bookings to owned channels. - If direct-booking growth continues, hotels could become less dependent on third-party intermediaries. - Top Suite is likely betting that more properties will adopt pay-for-performance marketing tied to completed stays.

The bottom line: - Direct bookings are becoming a bigger priority for hotels because they improve margins, loyalty and control at a time when OTA costs remain high.