Access Hospitality has published a guide for US hotels on growing direct bookings, starting with the cost of third-party distribution.
The cost of commission
OTAs typically charge 15% to 25% per booking. On a $165 room, the US average daily rate in April 2026 according to CoStar, an 18% commission takes $29.70. For a 40-room hotel at CoStar's forecast 63.1% occupancy for 2026, selling around 9,200 room nights a year, routing 40% through OTAs means close to $109,000 leaving the business.
Deloitte's 2026 summer travel survey of 4,003 Americans found 24% planned to book lodging via an OTA, up from 19%, while bookings via hotel sites or apps slipped to 53%. Booking direct also gives hotels the guest relationship and data needed to tailor offers and encourage return stays.
Branded versus independent
Around 57% of US hotels are franchised, according to AHLA. For them, direct usually means the brand website, which carries loyalty and franchise fees but still keeps more revenue and passes guest data back. For independents, the booking engine is the direct channel, without a brand loyalty programme behind it.
New pricing rules
Since May 2025, the FTC's rule on unfair or deceptive fees requires hotels to show the total price, including resort, destination and mandatory amenity fees, up front. Taxes can be disclosed before checkout. The guide notes enforcement activity, including a $10 million FTC settlement with StubHub in April 2026, a New York City hotel fee rule and a New Jersey statement. Suppliers are responsible for accurate all-in rates on every channel, and guests now compare total against total, levelling the field for direct.
Website quick wins
- Speed: aim for a Largest Contentful Paint of 2.5 seconds or less.
- Simplicity: search to confirmation in three or four screens, with rate, fees and cancellation terms visible throughout, built mobile first, without aggressive pop-ups.
- A reason to book direct: when parity means you cannot be cheaper, offer added value rather than a hollow best-rate promise.
Originally published by Access Hospitality: Access Hospitality Guide: How Hotels Can Increase Direct Bookings
