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For customers’ sake, hotels and OTAs are supposed to be business partners, right? Lots of hotels try to fight this battle, but the majority are either ill-prepared or only half motivated to actually fight.
The battle with OTAs will not go away though and the only sure thing is that at least some OTAs will always continue to find new ways to outsmart and undercut hotels and competitors.
If “partner” or “together” are words an OTA does not want to understand any more then you, the hotel, should stop working with that OTA and stop their destructive nonsense…! There are a lot of fed-up hotels out there, but very few actually take action, and I continue to hear and read hotels complain about this again and again and again…
They end up fighting forever and waste not only valuable time, but actually also a lot of profit.
As search engine marketing became the number one source driving visitors to OTA websites the OTAs continued the battle to outwit and outbid each other through search engines.
So, when you have stopped working with a specific OTA the next time a customer is looking at your hotel on a metasearch website they will still see plenty of other OTAs displaying your prices and they will simply click on any of the remaining OTAs. Today EVERY frequent online traveler knows the major OTAs in their markets and OTA loyalty is a thing of the past. So stopping an uncontrollable OTA selling your hotel at lower rates than others will therefore not only result in other OTAs compensating for lost bookings from that OTA, but will actually result in more online bookings in general, PLUS you can expect higher conversions on your own website. OTA A was consistently abusing wholesale rates, even after repeat reminders.
When an OTA is undercutting other OTAs you not only lose bookings from the OTA that is undercut, but also rankings on this OTA.