How to Reduce OTA Commission in Thailand and Increase Your Direct Bookings
Hotel owners should avoid relying too heavily on OTAs because high commission fees cut deeply into profit, leaving less revenue for operations, staff, and improvements. OTA dependence also gives hotels less control over their brand, pricing, and guest relationships, making them vulnerable to algorithm changes and sudden policy shifts.
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When most bookings come from OTAs, hotels lose the ability to build loyal repeat guests, collect valuable customer data, and create a stable, predictable revenue stream. By strengthening direct bookings instead, hotels gain more profit per booking, more control over their business, and a stronger long-term foundation.
Improve Your Direct Booking Funnel
Make your website load quickly, function smoothly on mobile devices, and provide a simple, intuitive booking experience from start to finish, because a fast and user-friendly website naturally encourages more guests to book directly instead of through OTAs. Use a modern booking engine that is easy to navigate and supports Thai and Chinese language options so both local and international travelers can complete their reservations without confusion or friction.
Offer Direct-Only Perks (Without Breaking Rate Parity)
Provide attractive bonuses such as free breakfast, complimentary upgrades, late checkout, or welcome drinks exclusively for guests who book directly through your website or social channels, as these added benefits significantly increase perceived value without violating rate parity or reducing your official room price.
Create Exclusive Website & Social Media Offers
Introduce special promotions like “Stay 3 Pay 2” or “Book Direct & Get 10% Off F&B,” which are package-based deals that comply with OTA rules, allowing you to offer unique incentives that motivate travelers to choose direct booking while gently pulling them away from high-commission platforms.
Use Line & Facebook as Direct Booking Channels
Since Thai guests prefer communication through messaging apps, allow them to make reservations directly through Line OA and Facebook Messenger, giving them a convenient alternative to OTAs and capturing bookings from travelers who prefer a personal, chat-based approach.
Strengthen Your OTA Profile to Gain Leverage
Regularly update your OTA profiles with fresh photos, accurate room descriptions, and timely responses to guest reviews, because a higher ranking and better visibility on OTAs gives you more control over your distribution strategy and allows you to gradually reduce inventory and commission-heavy promotions.
Build Repeat Guests Through Email & Loyalty
Collect guest emails during check-in and follow up with personalized offers, loyalty discounts, and special direct-booking incentives for returning guests, as nurturing repeat customers helps reduce long-term reliance on OTAs and increases your hotel’s profitability over time.
Summary
Improving your direct booking funnel, offering exclusive perks, creating special promotions, using Line and Facebook for reservations, strengthening your OTA profile, and building a loyal base of repeat guests all work together to reduce your reliance on OTAs and increase your hotel’s long-term profitability.