La pugna por las reservas directas: la larga lucha de los hoteles por recuperar el control

Key Points

• Major hotel groups have fought to increase direct bookings and reduce reliance on OTAs, with mixed results as OTA share has remained steady or slightly increased.
• Negotiations have led to lower OTA commissions and better contract terms for hotels, while loyalty programs have become central to attracting and retaining direct customers.
• The rise of AI-powered travel agents poses new challenges and opportunities for hotel distribution, potentially reshaping how travelers book rooms in the future.

Summary

Over the past decade, major hotel groups have waged a persistent campaign to boost direct bookings and reduce dependence on online travel agencies (OTAs), motivated by lower acquisition costs and better customer data. While headline OTA booking shares have remained stable or increased slightly, hotels have succeeded in lowering OTA commissions, improving contract terms, and building powerful loyalty programs that drive most of their direct business. However, the emergence of AI-driven travel agents introduces new uncertainties, threatening to disrupt established distribution channels and potentially diminishing the visibility of hotel brand channels in the booking process.