With about 80% of hotel bookings being made online, having a virtual presence is paramount to the success of any hospitality business. Luckily, hotels have a few reliable ways to stand out online and attract potential guests.
The first step is through effective content marketing for hotels. It’s a great strategy to attract organic traffic and boost direct bookings. But it’s just one piece of the puzzle.
Direct bookings only make up a fraction of total reservations. It’s an important chunk, but for most accommodation providers, the majority of bookings come through third-party websites—also known as Online Travel Agents (OTAs).
Just as it’s important to optimize your hotel website for organic traffic, you also need to ensure your OTA listings are complete and well-optimized for maximum exposure. Do this right, and you’ll have one less thing to worry about when it comes to filling rooms.
In this post, we’ll break down what online travel agencies are and why they’re important for your business. We will also share a brief list of the best online travel agencies to consider for your hotel.
What Is An Online Travel Agency (OTA)
An Online Travel Agency (OTA) is a platform where travellers can book a wide array of travel related services such as hotels, flights, car rentals, and more. These sites act as digital storefronts, giving travellers a convenient way to compare listings while helping service providers reach a global audience.
Instead of booking directly with a hotel or airline, users can browse and filter options by price, location, reviews, and amenities. It takes the stress out of planning and has quickly become one of the most popular ways to book travel.
For hotels, OTAs offer an easy way to get in front of more potential guests. Listing your property on the right platforms can help you drive steady bookings, even in low season.
How Do OTAs Work
Online travel agencies work as the middleman. They connect travellers with service providers like hotels, airlines, and car rental companies, many of which they would be unlikely to find otherwise.
These platforms aggregate listings from hundreds or even thousands of providers. For users, this makes it easy to search, compare, and book with confidence. For hotels, it means broader visibility and access to new audiences in exchange for a commission on each booking.
It’s a win-win: travellers get a seamless booking experience, and hotels gain exposure they may not get otherwise.
Why OTAs Are Important for Your Hotel
For many travellers, OTAs are the first stop when planning a trip. These platforms offer convenience, comparison tools, and reviews that heavily influence booking decisions. For hotels, this makes OTAs a key channel for reaching more guests and filling more rooms.
Here are some of the main benefits OTAs offer to hotels:
- Wider visibility across domestic and international markets
- Higher occupancy rates during low season or slower travel periods
- Built-in review systems that help build trust and social proof
- Convenient comparison tools that attract price-conscious travellers
- Market insights and booking data to guide pricing and strategy
- Support for multiple languages and currencies for global reach
- Improved online presence without needing a large marketing budget
While OTAs do charge commissions, the reach, exposure, and steady flow of bookings they provide often outweigh the cost—especially when used alongside your direct booking strategy.
Pros and Cons of Using OTAs
| Pros | Cons |
|---|---|
| ✅ Increases visibility among domestic and international travellers | ❌ Commission fees can range from 10% to 30% per booking |
| ✅ Helps fill rooms during low season or shoulder periods | ❌ Less control over guest experience and communication |
| ✅Provides access to marketing tools, analytics, and booking data | ❌ OTA listings can compete with your direct booking efforts |
| ✅ Builds trust through reviews and ratings on popular platforms | ❌ Guest loyalty often goes to the OTA, not your brand |
| ✅ Offers convenience for travellers comparing multiple accommodation types | ❌ Rate parity requirements may limit pricing flexibility |
| ✅ Supports multi-language and multi-currency functionality | ❌ Changing or managing bookings can be more difficult for both parties |
10 Top Online Travel Agencies for Listing Your Hotel
Now that we’ve covered how OTAs work and why they matter let’s look at some of the top platforms where you can list your hotel. Each of these online travel agencies has a strong reputation, a wide reach, and the potential to drive consistent bookings if you use them strategically.
1. Booking.com
Booking.com is a global powerhouse in the online travel space, offering one of the largest and most diverse accommodation listings in the world. With access to millions of travellers, it’s an essential platform for hotels aiming to maximize reach and fill rooms consistently.
Independent hotels benefit from Booking.com’s strong marketing engine, wide global footprint, and user-friendly interface. It’s especially useful for properties that want to target both international and domestic guests across a variety of travel segments.
Benefits of Listing on Booking.com
- Massive global reach and brand recognition
- User-friendly interface with flexible rate plans
- Access to marketing tools, analytics, and promotions
- Option to list in multiple languages and currencies
- Easy listing setup with import options from other platforms
2. Expedia
Expedia is another prominent online travel agency with broad international appeal. The platform offers hotel bookings alongside flights, vacation packages, and car rentals, making it a go-to for travellers planning complete itineraries.
For hotels, Expedia’s value goes beyond its core site. Listing your property here also makes it visible across other Expedia Group platforms like Hotels.com, Vrbo, Orbitz, and Travelocity, which greatly expands your potential reach.
Benefits of Listing on Expedia
- Distribution across multiple high-traffic travel sites
- Targeted marketing campaigns and loyalty programs
- Valuable insights into traveller behaviour and trends
- Ability to attract package deal travellers
- Strong presence in North America, Europe, and Asia
3. Airbnb
While originally built for vacation rentals and homestays, Airbnb has grown into a global platform that now includes boutique hotels and unique stays. It’s an ideal option for properties with character, design flair, or a strong local feel.
Hotels that qualify can tap into Airbnb’s massive user base of travellers looking for something beyond the typical hotel room experience. If your property stands out from the crowd, this platform can help you reach the right kind of guest.
Benefits of Listing on Airbnb
- Access to a global audience seeking non-traditional stays
- Strong word-of-mouth and review-driven visibility
- Better alignment for boutique, experiential properties
- More flexible policies around guest experience and design
- Expanding support for professional hospitality providers
4. TripAdvisor
TripAdvisor is well-known for its review-driven model, but it also offers instant booking functionality that puts hotels directly in front of travellers, ready to make a decision. The booking process is streamlined, ensuring a seamless experience for users. Its massive user base and strong SEO presence make it a great channel for visibility.
For hotels, a strong review profile on TripAdvisor can be just as powerful as paid advertising. And with built-in links to OTA platforms like Expedia and Priceline, it also acts as a connector to other high-performing channels.
Benefits of Listing on TripAdvisor
- Massive global audience actively researching trips
- Review system that builds trust and social proof
- Connection to OTA partners like Expedia and Priceline
- Direct booking features via Instant Booking
- Opportunities for advertising and enhanced listings
5. LastMinute.com
Lastminute.com is a strong choice for hotels looking to fill rooms quickly. As the name suggests, the platform specializes in last-minute travel deals, including rental cars, making it ideal for driving bookings during slower periods or for unsold inventory.
It’s especially popular in Europe, attracting spontaneous leisure travellers looking for a deal. If your hotel can offer discounted rates for short-notice bookings, this platform can help minimize empty rooms.
Benefits of Listing on Lastminute.com
- Ideal for filling rooms during slow periods
- Appeals to spontaneous, deal-seeking travellers
- Strong presence in the European market
- Useful for promoting short-term availability and discounts
- Opportunity to market time-sensitive offers
6. Trip.com
Trip.com, formerly known as Ctrip, is a dominant force in the Asian market—particularly in China. It’s growing globally and now supports a wide range of travel services, including hotels, flights, and ground transportation.
For hotels aiming to attract Chinese or Asia-Pacific travellers, Trip.com is a must. Its partnership with Booking.com also helps properties listed on either platform gain exposure across both networks.
Benefits of Listing on Trip.com
- Direct access to one of the world’s largest travel markets
- Integrated services that appeal to complete trip planners
- Cross-promotion through affiliated platforms like Skyscanner
- Useful for targeting Asia-Pacific travellers
- Option for listings in multiple languages and currencies
7. MakeMyTrip
MakeMyTrip is a prominent online travel agency in South Asia, with a strong user base in India and growing traction in surrounding markets. It caters to both leisure and business travellers and supports a wide range of budget and premium listings.
Hotels looking to tap into the fast-growing South Asian travel segment will find MakeMyTrip to be a strategic listing option, especially for properties located near key cities or popular destinations within the region.
Benefits of Listing on MakeMyTrip
- Direct access to a fast-growing travel market
- Popular among both domestic and outbound Indian travellers
- Offers hotel, flight, and package bookings
- Good mobile presence for app-first users
- Particularly strong reach within India and neighbouring countries
8. Trivago
Trivago isn’t an OTA in the traditional sense—it’s a hotel metasearch engine that compares prices from multiple booking platforms in real-time. When travellers search for a hotel, Trivago pulls listings from sites like Booking.com, Expedia, and Hotels.com.
For hotels, Trivago is a valuable visibility tool. While bookings are completed elsewhere, being featured here increases your chances of being seen by travellers in the research phase—especially if your rates are competitive.
Benefits of Listing on Trivago
- Increases visibility across multiple booking platforms
- Reaches travellers during their initial research stage
- Integrates with major OTAs like Booking.com and Expedia
- Useful for rate comparison and price competitiveness
- Great tool for driving traffic to your preferred booking channel
9. eDreams
eDreams is part of the Odigeo group, which includes several prominent European travel brands. It offers hotels, flights, car rentals, and packages, with a strong customer base in Spain, Italy, and France.
Hotels that want to grow their presence in European markets—especially among leisure travellers—will benefit from eDreams’ reach. Its multi-platform approach gives your property exposure across several high-traffic sites at once.
Benefits of Listing on eDreams
- Strong brand presence in key European markets
- Exposure through affiliated sites under the Odigeo umbrella
- Appeals to travellers booking full trips
- Valuable for seasonal and holiday-driven traffic
- Good reach in Spanish, French, and Italian-speaking regions
10. Despegar
Despegar is the largest OTA in Latin America, with a strong presence in Spanish- and Portuguese-speaking markets. It also operates under the name Decolar in Brazil, giving you access to multiple key audiences in the region.
For hotels located in or near Latin America, Despegar is a smart move. It supports localized payment methods, multiple languages, and region-specific promotions that make it easy for travellers in this market to book with confidence.
Benefits of Listing on Despegar
- Direct access to Spanish- and Portuguese-speaking travellers
- Strong regional brand awareness and trust
- Support for local currencies and payment methods
- Helpful for reaching leisure travellers and package deal seekers
- Great for hotels located in or near Latin America
Drive Direct Bookings with Kurt’sCopy
While OTAs are a powerful way to boost visibility and fill rooms, the commission fees—often ranging from 10% to 30%—can add up fast. That’s where direct bookings come in.
At Kurt’sCopy, we help hotels build strong online foundations through high-quality content marketing that attracts organic traffic and converts more direct bookings. From SEO-optimized blog posts to compelling landing pages and OTA-friendly property descriptions, we’ll help you get seen and booked—on your terms.
Ready to reduce your commission costs and grow your brand? Let’s chat.
Kurt Norris is the founder of Kurt’sCopy, where he helps B2B, e-commerce, SaaS, and local businesses craft compelling content and SEO strategies that deliver measurable results. With over six years of experience, Kurt specializes in creating data-driven campaigns that drive traffic, increase conversions, and establish brand authority.
