OTAs Aren’t the Enemy

By Annalise Grinter – Aware Marketing

Why OTAs Aren’t the Enemy (And How to Use Them to Your Advantage)

If you’re in the accommodation industry, you’ve probably had moments of frustration with Online Travel Agents (OTAs). Yes, they take a commission—and yes, it can feel like you’re losing control over your bookings. But here’s the truth:

OTAs aren’t the enemy. In fact, they might be the most powerful lead magnet your business has.

As a digital marketing and accommodation strategy specialist with over 20 years in the industry, I’ve seen firsthand how OTAs—when used strategically—can drive visibility, boost occupancy, and feed your direct bookings pipeline.

More Listings = More Visibility

The more OTAs you’re listed on, the more chances you have to be discovered by guests who may never have found your website otherwise. These platforms are massive search engines, and if you know how to play the game, they’ll work in your favour—not against you.

But here’s the catch: you need to set your listings up right.

4 Rules to Make OTAs Work for You

  1. Your website must always have the lowest price.
    Encourage guests to book direct by offering the best rate where it counts—on your own site.
  2. Use high-quality images and compelling descriptions.
    Listings that feel complete rank better. Invest in photos that sell your experience, not just your room.
  3. Offer multiple rate types.
    Mid-week stays, 3-night packages, weekly rates—these help you appeal to different kinds of travellers and increase your visibility in OTA search results.
  4. Use minimum stays and seasonal pricing.
    Set strategic rules to protect your revenue and optimise occupancy. You don’t need to be available for one-nighters during peak season.

When Was the Last Time You Did a Digital Audit?

Your Google Business profile, OTA listings, and website should reflect your property as well as your rooms do.

If your digital presence is outdated, inconsistent, or incomplete, you’re losing bookings before guests even check your availability. That’s why I recommend a regular audit—of your listings, your rates, your descriptions, and your guest journey online.

This isn’t about perfection—it’s about clarity, consistency, and showing up well where it matters most.

Need Help? That’s What I Do.

I work with accommodation providers who are ready to grow smarter—not just busier. Whether you’re a solo operator or managing a team, I help you refine your systems, improve your marketing, and simplify your tech.

I’ve just opened up limited consulting availability on Thursdays and Fridays, and you can now book sessions online—ranging from quick troubleshooting calls to full-day audits and onsite support.

👉 Click here to view services and book your session now

Let’s turn your listings into lead magnets and your tech into tools that actually work for you.

Annalise Grinter
Accommodation Strategy & Digital Marketing Expert
Aware Marketing