OTA Strategy

If you have ever worked with OTAs, you can empathize when you hear the words “necessary evil.” Our clients repeatedly tell us “we hate the margins, but we need their business.” After all, independent hotels are paying up to 30% commission for every booking, so it’s natural to question whether or not you need to partner with OTAs like Expedia, Priceline, and Orbitz. With an effective OTA strategy in place, you will not only increase the ADR from the OTA channel, but you will also see an increase in ADR from your direct channels leading to the highest RevPar levels your hotel has ever achieved. Lights On has a proven model that has helped over 20 hotels beat the competition using the Lights On OTA strategy.

Why Have an OTA Strategy?

High Visibility

Whether you are an established hotel or a new property, you can provide instant visibility by employing an effective OTA strategy that makes it easier for consumers to book your hotel. OTAs such as Expedia, Priceline, Orbitz, etc., continue to provide the “billboard effect” and continue to grow in demand year after year as they invest in key technologies such as mobile.

Mobile Strategy

Every channel is seeing explosive growth in the number of mobile bookings and it is no surprise to see this stat persist in OTAs. Each of the major players continues to experience mobile booking growth with no end in sight. Are you aware of the effect mobile is having on the trend in booking windows? Learn how Lights On can ensure you stay ahead of your competitors.

International Opportunity

Whether you are an established hotel or a new property, you can provide instant visibility by employing an effective OTA strategy that makes it easier for consumers to book your hotel. OTAs such as Expedia, Priceline, Orbitz, etc., continue to provide the “billboard effect” and continue to grow in demand year after year as they invest in key technologies such as mobile.

Meta Search

Are metasearch websites a fad or are they here to stay? Sites like TripAdvisor and Kayak remain the fastest growing websites within the travel space and that will continue to be the case due to the simplicity these websites provide consumers when making travel decisions. In fact, TripAdvisor generated over 465 million reviews with over 390 million unique visitors per month in 2016.

Why Lights On?

Lights On can develop a tailored OTA strategy that will help you increase your ADR. Lights On has the working experience of knowing which promotions are most effective as well as knowing which partners to work with to target specific booking periods.

From filling in need periods to adding additional base, Lights On can help you increase occupancy where needed. Most importantly, Lights On works closely with all major OTAs and has maintained relationships with the market management team.

Our Partners