Beyond bookings: How OTAs became strategic partners for hotels

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From data insights to AI-powered personalization, hoteliers are rethinking their relationship with online travel agencies

Jul 4, 2025

For years, hoteliers have focused on driving direct bookings, but industry experts now emphasize the strategic importance of optimizing presence on online travel agency (OTA) platforms. At the 2025 HSMAI Commercial Strategic Conference, leaders from Crescent Hotels, Expedia Group, and Booking.com highlighted how OTAs offer not just distribution, but data-driven insights, technology tools, and strategic partnerships that can significantly enhance hotel performance and guest engagement in the age of AI.

Key takeaways:

Content consistency matters: Erica Lipscomb stressed that guests aren’t just comparing prices—they’re evaluating photos, descriptions, and the overall experience across all booking channels.
Leverage OTA data: Expedia manages over seven petabytes of data and offers hoteliers actionable insights through tools and support, helping shape pricing, campaign effectiveness, and demand forecasting.
Use data holistically: Hoteliers like Crescent Hotels integrate OTA data with internal BI tools to better understand booking behavior and demand patterns.
Feeder market insights: Booking.com’s Betsy Steckler encouraged hoteliers to explore where travelers are coming from and to use those insights to refine strategy and OTA usage.
Embrace OTA tech advantages: OTAs often lead in tech innovation—especially with AI-driven search and personalization. Hotels can benefit by aligning their content and marketing with these evolving user experiences.
AI raises the bar: With AI shaping how travelers search and book, personalization and relevance are becoming essential. Hotels must market based on traveler intent, not just their own priorities.
From competitors to partners: The industry is shifting from viewing OTAs as costly competitors to embracing them as collaborative partners. Regular strategic meetings and shared goals are key to this evolution.
Demand generation, not just distribution: OTAs should be seen as active contributors to a hotel’s marketing and revenue strategy—not just a place to list rooms.