Marketing - 10 Minutes News for Hoteliers - Page 3

1 min

Hotels love to complain about OTAs. But here’s what I see… Most of them have done nothing to earn independence. Every week I hear the same things: – “OTAs take too much commission.” – “They control… | Eduard Ruppel 爱德华 | 27 comments

🏨 Hotels express frustration with OTAs over high commissions and pricing control, yet often neglect direct booking channels. Common issues include outdated websites, confusing booking processes, minimal content, and lack of investment in direct booking incentives. While OTAs are crucial, relying on them without improving direct channels leads to dependency. If OTAs represent 90% of a hotel’s business, the issue lies in strategy, not the OTAs themselves. Balancing OTA presence with direct bookings is key.

2 min

The OTA Market, Finally Mapped

📈 10 Minutes News released a comprehensive dataset and chart mapping OTAs globally, focusing on real reach and demand instead of market capitalisation. Hundreds of hours were spent on research and verification. Subscribers can access the full dataset for free, aiding in informed distribution decisions. The project aims to be dynamic, inviting community input via LinkedIn for updates and corrections. A submission form is underway for structured feedback and new data contributions.

3 min

The Complete OTAs of the World List

📰 Booking.com attracts 274 million organic visits monthly, 2.6 times larger than Expedia Group. Trip.com follows with 172 million visits, 1.6 times that of Expedia, but has regional strength. Airbnb sees 20 million visits, 10 times less than Booking.com. The OTA market is notably concentrated, with Booking.com being the only global presence, while others like Trip.com and Expedia have regional dominance. 10 Minutes Hotel provides a dataset to assist hoteliers in optimizing distribution strategy.

Why Expedia won’t fight ChatGPT’s travel ambitions

🌐 Jan 8, 2026, Expedia aligns with AI agents like ChatGPT instead of blocking them, focusing on AI as a primary travel planning and booking channel. The company is investing in backend tools to enable AI access to its inventory, ensuring visibility in AI-mediated travel discovery. Despite risks like revenue model shifts and reduced brand visibility, Expedia aims for relevance. This approach mirrors an industry trend of embracing AI as essential intermediaries for future competitiveness.

1 min

Expedia’s 2025 turnaround gains momentum under new leadership

📈 Jan 8, 2026, Expedia Group showed signs of recovery in 2025, with high-single-digit room night growth in Q4, outperforming competitors. The improved marketing efficiency and strategic changes by CEO Ariane Gorin contributed to EBITDA margin expansion. While B2B growth accelerated, consumer brands like Hotels.com and Vrbo remain central. Leadership changes and pandemic-era restructuring under previous CEO Peter Kern helped modernize technology and strengthen the loyalty platform.

7 min

26 Things That Will Help Your Social Media in 2026

📱 26 social media tips for 2025! Use saved content from 2025 to inspire new ideas. For brand growth, focus on distribution and top-of-funnel content. Foster community by featuring user-generated content and hosting events. Test new content formats and platforms, like TikTok accounts, to maximize reach. The best social media strategies allow flexibility for trends. Engage with your audience to build genuine connections. Embrace social-first content for awareness and protect time for creative thinking.

2 min

Meta just quietly released this… 🤯 You can now see the top ad of any brand in the UK. I spent hours going through all the top brands in the UK and made a board of bangers. Here's what I… | Raphael Yarish | 224 comments

📱 Meta released a feature showing top UK ads. Water2 leads with 11M+ views, The Essence Vault follows with 10.5M+ views, and Untamed has 4.3M+ views. AdScan 2.0 launched, rebuilt for this system, changing the ad landscape. Existing Admanage users get free access; new users comment “Adscan” for a free month. Reposting grants an extra free month.

2 min

Hilton partners with Explora Journeys

🛰️ Hilton partners with Explora Journeys, part of MSC Group, to expand its loyalty program to cruises by summer 2026. Members can earn and redeem points on 16 itineraries until June 7, 2026, in the Mediterranean, Northern Europe, Caribbean, and Red Sea. The partnership emphasizes slower, immersive travel experiences. It aligns with Hilton's global strategy, integrating over 9,000 properties worldwide. Hilton Honors Adventures will soon offer details on new on-board benefits and redemption options.

2 min

Reach buyers ready to spend with non-endemic advertising | Rory Sutherland | 17 comments

🗺 Travellers, according to Expedia Group's findings, are more likely to engage in consumer activities: 20% more likely to buy a new car, 12% to try new restaurants, 20% to play video games, 27% to seek cosmetics advice, and 29% to make in-app purchases. Expedia targets them using 175+ parameters across digital platforms, ensuring impactful advertising. Brands seeking ready-to-buy audiences should leverage this strategy for effective consumer engagement.

Winning over OTA guests with trust and convenience in the website and CRM

📈 Siteminder's report shows OTAs are more popular than Google for hotel searches. OTA commissions can reach seven figures for small hotels, impacting net revenue. Effective strategies include improving hotel websites with clear content, simple booking engines, and book-direct incentives. CRM should build trust through personalized emails. Hoteliers need to focus on emotions—trust and convenience—to attract direct bookings. Direct Booking Mastery Certification helps hotels improve skills, leading to measurable direct booking increases.

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