- Search engine optimization
SEO vs OTAs: How Your Hotel Can Reduce Commission Costs by Boosting Organic Presence
In a world where Booking.com, Airbnb, Expedia, and MakeMyTrip dominate traveller decision-making, boutique and heritage hotels often feel cornered. These Online Travel Agencies (OTAs) provide visibility, yes — but at the cost of 15%–25% commission per booking and a near-total loss of customer ownership.
For independent hotels in India, the question isn’t whether to work with OTAs — but how much to rely on them.
At City & Talent, we believe the answer lies in flipping the script. Instead of playing the OTA game endlessly, build your own digital ecosystem that attracts and converts guests directly. And the way to do that? Smart SEO.
In Brief
- OTAs offer visibility and volume — but they take away your margins, data, and brand recall.
- SEO for hotels empowers your hotel to rank in organic search results .
- In long run it captures guests before they reach an OTA .
- Your website can drive more direct bookings, higher profitability, and better long-term brand equity.
OTAs (Online Travel Agents) certainly dominate search results and booking behavior, but the long-term cost and dependency can hurt independent hotels.
So, is it a game of SEO vs OTAs?
Yes — and the good news is: you can win.
What You Get: SEO vs OTA Comparison
| Aspect | OTAs | SEO |
|---|---|---|
| Visibility | High, but shared with competitors | Grows steadily, fully yours |
| Cost per Booking | 15–25% commission | Fixed upfront investment |
| Guest Ownership | No | Yes (email, phone, loyalty re-targeting) |
| Brand Recall | None | Full — guests remember you, not an app |
| Long-Term Value | Low | High — assets that grow with time |
What Makes OTAs Powerful — and Dangerous
OTAs are great at:
- Offering quick access to thousands of travellers
- Ranking top on Google for hotel searches
- Providing easy filters, price comparisons, and trust factors (reviews, ratings, etc.)
But they also:
- Eat into your margins through high commissions
- Strip you of guest data — making re-marketing and loyalty impossible
- Turn your brand into just another listing
- Encourage price wars and rate parity, devaluing your offering
In short: OTAs help you fill rooms. But not grow your brand.
The Better Alternative: Build Your SEO Engine
1. Build a Fast, Mobile-Friendly Website
Think of your hotel website as your digital reception.
- Load speed: under 3 seconds
- Easy navigation & clean layout
- CTAs like “Book Direct and Save” should be prominent
- Add direct booking engines or WhatsApp buttons for frictionless bookings
Example: Neemrana Hotels uses mobile-first design and fast-loading booking engines across all its heritage properties.
2. Win Local Search with SEO
When people Google:
- “Luxury boutique hotel in Coorg with private pool”
- “Eco stay near Pune for couples”
- “Best heritage resort in Bikaner”
Your goal is to rank — not OTAs.
Here’s how:
- Create a Google Business Profile
- Build city/experience-specific landing pages (e.g., “Our Plantation Stay in Wayanad”)
- Encourage and respond to Google Reviews
- Ensure consistent NAP (Name, Address, Phone) across web directories
3. Create SEO-Optimised Content
Answer guest questions, highlight your uniqueness, and showcase the destination.
High-performing blog ideas:
- “Top 10 Things to Do Around Our Boutique Stay in Mussoorie”
- “Planning a Heritage Wedding in Shekhawati? Here’s Why We’re Perfect for You”
- “Best Time to Visit Sikkim: Weather, Festivals & Experiences”
This kind of content drives search traffic and improves brand trust.
4. Turn Website Visitors into Bookers
Once guests land on your site, they shouldn’t leave without booking.
Use:
- Urgent CTAs: “Only 2 Rooms Left for Diwali Weekend”
- Offer incentives: “Book Direct & Get Free Dinner”
- Trust-builders: Verified guest reviews, videos, real-time WhatsApp chat
Trend to Watch: More boutique hotels are using WhatsApp to close bookings directly with personalised support — especially for guests aged 30–55.
5. Use What You Already Know
You already know what your guests love. Use that!
- Make your most popular amenities front and centre (e.g., spa, infinity pool, private bonfire)
- Add reviews on each service to build trust
- Show “local partnerships” (e.g., local taxi, farm tours, cultural walks)
Data Point You Can’t Ignore
50% of OTA users still check the official hotel website before booking.
That means you have one last chance to convert them. Don’t waste it.
- Make your advantages obvious at first glance
- Offer discounts, perks, or freebies for booking direct
- Retarget those visitors through Meta or Google Ads
Final Thought: Stop Renting, Start Building
Working with OTAs is like renting space in a crowded mall. You’ll get foot traffic, but little brand ownership.
Building a smart SEO strategy is like building your own storefront — it takes time, but it brings loyal customers who come straight to you.
At City & Talent, We Help Hotels Like Yours
We specialise in helping boutique and heritage hotels across India:
- Reduce OTA dependence
- Grow direct bookings through SEO and content
- Improve visibility, guest retention, and profitability
Want to take the first step of SEO for hotels?
Let’s build your SEO foundation — one page, one guest, one booking at a time.
At City & Talent, we help boutique and heritage hotels across India build their SEO strategy step by step. So you don’t just list. You lead.
In short: OTAs help you fill rooms. But not grow your brand.
