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Metasearch came to the rescue and as travelers increasingly started to use metasearch websites such as Trip Advisor, Hotels Combined, Trivago, etc to find and compare hotel prices, OTAs started to shift focus and marketing budgets to compete on metasearch websites rather than search engines.
Metasearch taught travelers that with very little effort it is easy to find a better deal for a specific hotel and today metasearch has become the number one source of traffic for OTA websites.
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As independent hotel you must understand that most OTAs are no longer focused on “stealing” YOUR direct bookings.
In July the resort’s own website also started to see a significant pick-up in direct bookings and a new total online bookings record was set, and the resort’s own website became the 2nd largest online channel in terms of bookings, after OTA B.
There is one more factor at play that will see your online business through other major OTAs soar to new highs.
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.