Distribution in hospitality has always been a balancing act. OTAs, GDS, wholesalers, tour operators, metasearch - they all serve a purpose and bring reach that most hotels can’t achieve on their own. As we move into 2026, however, one channel still gets sidelined in the conversation: direct bookings.
For years, hotels have been conditioned to believe that the cost of acquisition through OTAs is “just the price of doing business.” OTAs continue to deliver volume, but every hotelier still feels that sting when the commission bill lands at the end of the month.
Meanwhile, direct bookings remain the most profitable reservations a hotel can capture. Lower commissions (if any), stronger margins, richer guest data, and the opportunity to build loyalty that goes beyond a single stay. Yet even now, direct often isn’t prioritized the way it should be.
Why direct deserves more attention in 2026
Profitability isn’t optional anymore
With continued pressure on margins from labor, utilities, and distribution, protecting profitability has become a baseline requirement, not a growth ambition. Every percentage point saved on acquisition flows straight to the bottom line.Guest data is the new gold
When a guest books direct, the hotel owns the relationship. Who they are, how often they return, what they value. In 2026, that insight isn’t just useful for marketing, it underpins personalization, loyalty, and smarter commercial decisions.Trust matters
Travelers are more informed than ever. Many actively check brand.com because they expect clearer policies, better flexibility, or added value they won’t find on an OTA. Hotels that lead with transparency continue to win repeat business.What’s changed recently?
The distribution landscape keeps evolving, and several shifts are putting direct back in focus:
Tech has caught up. Booking engines are faster, smarter, and more integrated than ever. Whether it’s SynXis (Hospitality Solutions), SiteMinder, Profitroom, or D-EDGE, the brand.com experience is now genuinely competitive with OTAs.
Ancillaries are growing. Guests expect more than just a room. Early check-in, flexible cancellations, upgrades, and bundled offers are becoming standard, and these are far easier to control and optimize through direct channels.
Marketing and distribution are converging. Paid media, loyalty, SEO, and brand campaigns increasingly sit alongside CRS and channel management. Hotels aligning these teams are seeing measurable gains.
The OTA debate (still not either/or)
This isn’t about eliminating OTAs. They play an important role in visibility and demand generation. The risk comes from over-dependence.
Think of it like portfolio management. Few businesses would place the majority of their revenue in one channel, yet many hotels still do. Direct isn’t about replacement. It’s about balance, resilience, and ownership of the guest journey.
How hotels can win more direct business
A few practical levers continue to prove effective:
Invest in the booking engine experience. If your brand site makes booking hard, guests will leave. Speed and simplicity are non-negotiable.
Add value, not just price parity. Small perks like late checkout, welcome amenities, or flexible terms often tip the decision.
Tell your story. Your website can convey brand personality and experience in a way no OTA listing can.
Leverage tech partnerships. From Protect Group’s Refund Protect to mobile check-in and loyalty integrations, direct remains the most flexible platform for innovation.
Looking ahead
The hotels that will outperform in 2026 and beyond are those that treat direct as a strategic pillar, not an afterthought. Distribution costs aren’t declining. Guest expectations continue to rise. Competition isn’t easing.
Direct isn’t just another channel. It’s the one space where hotels can truly own the relationship, protect margin, and build loyalty that lasts.
So the question isn’t whether hotels should focus on direct bookings.
It’s how much revenue they risk leaving on the table if they don’t.
