The 5 best OTAs for hotels in 2025

In 2023, only 28.8% of online revenue for hotels in Europe came from direct bookings, according to a study by D-Edge. The other 71.2%? That was driven by indirect channels, with online travel agencies (OTAs) leading the way. Want to dig deeper into the numbers? Check out this guide to the best OTAs for hotels.

Online travel agencies (OTAs) like Booking.com, Expedia, and Airbnb are key players in helping hotels boost their occupancy rates. They offer global visibility, connect you with international travellers, and provide easy-to-use tools for managing bookings. However, there’s a trade-off. Commissions on reservations, which typically range from 15% to 30%. It’s a cost worth considering for the reach and convenience they deliver.

Getting listed on an OTA is just the beginning. To make the most of these platforms, focus on the ones that suit your property and attract your target guests. Keep your profile detailed and engaging, and take a thoughtful approach to boost visibility and drive more bookings.

This article covers the following topics:

• The top OTAs for hoteliers: what they offer, how they rank, and what they charge
• Simple strategies to improve your profile and get noticed on OTA platforms.
• Taking control of your OTA presence with AI-powered tools

Ready to boost your visibility and increase bookings? Let’s get started!

The 5 best OTAs for hotels: what they offer, how they rank, and what they charge

Booking.com: the global leader in online travel agencies

Booking.com takes the top spot, widely regarded as the go-to platform in the hospitality industry. Trusted by countless businesses, it’s a reliable choice for connecting with travellers and boosting bookings.

With 28 million options worldwide – from luxury hotels to cosy B&Bs, apartments, and holiday homes – this platform connects travellers with accommodations that suit their needs, no matter where they’re headed.

Thanks to its intuitive interface and global visibility, Booking.com is an essential tool for hoteliers who want to boost bookings and attract guests from around the world.

Why choose Booking.com for your hotel?

In 2023, Booking.com accounted for around 43% of hotels’ online revenue in Europe, according to a D-Edge study. This makes it the top sales channel for the hotels analysed. With such a strong presence, it’s clear that this platform remains a vital tool for hoteliers aiming to boost occupancy rates and improve online visibility.

• A global audience: access to millions of travellers searching for their next stay.
  
  
• A powerful booking engine: with advanced filters and optimised conversion.
  
  
• Powerful marketing tools: promotions, advertising, and review management all integrated.
  
  
• Flexible booking management: Booking.com allows hoteliers to set cancellation policies tailored to their flexible pricing strategy, giving them greater control over bookings while enhancing the customer experience and optimising occupancy rates.

Listing your property on this online travel agency comes with plenty of benefits:

What is the OTA commission charged by Booking.com?

Booking.com, like other online travel agencies, charges a commission for every reservation made through its platform. These commissions usually fall between 15% and 25%, depending on factors like the hotel’s location, type, and booking terms.

Hoteliers need to account for these costs and build them into their pricing strategy. By doing so, they can maximise profitability while making the most of the opportunities this OTA provides.

Expedia: your partner in diversifying bookings

Coming in second in this OTA ranking is Expedia, a well-known online travel agency that helps travellers easily book everything from flights to hotels. Beyond its own platform, Expedia owns popular brands like Trivago and Hotels.com (which we’ll dive into later), giving it a solid international presence and the ability to connect with a wide audience of travellers worldwide.

Why choose Expedia for your hotel?

In 2023, Expedia became the third-largest sales channel for hotels in Europe, following Booking.com and direct bookings, according to the D-Edge report. The platform even gained one percentage point in market share compared to the previous year, showing clear signs of recovery. This growth reflects a shift in distribution strategies, with Booking.com’s dominance slightly decreasing as other OTAs like Expedia gain traction. For hotels, this diversification presents an opportunity to reach more guests through varied booking channels.

By incorporating this online travel agency into your strategy, you gain multiple benefits:

• An international audience: Expedia is one of the most visited OTAs in the world.
  
  
• Advanced promotional tools: visibility campaigns, sponsored ads, and exclusive offers.
  
  
• Flexible pricing: the ability to adjust prices and participate in loyalty programmes to attract more customers.
  

What is the OTA commission charged by Expedia?

OTA commissions charged by Expedia typically range between 15% and 30%, depending on various factors such as the size of the property and its location.

Airbnb: An innovative platform for unique experiences

Airbnb, launched in 2008, quickly became a go-to platform for travellers looking for a wide range of accommodations. From city apartments to countryside homes and quirky, one-of-a-kind stays, it offers something for everyone.

Airbnb stands out from traditional booking platforms by focusing on authentic, local experiences. It’s perfect for hosts with unique properties, like boutique hotels, that attract guests looking for something special.

Why choose Airbnb for your hotel?

Listing your property on Airbnb offers several advantages:

• Access to a new customer base: Airbnb attracts travellers seeking authentic and local experiences, which can diversify your customer base.
  
  
• Pricing flexibility: You can adjust your rates in real-time based on demand and seasons.
  
  
• Increased visibility: The platform enjoys strong global recognition, thereby increasing the visibility of your establishment.
  
  
• Simplified management: Airbnb offers intuitive tools to manage bookings, guest communication, and payments.
  

What is the OTA commission charged by Airbnb?

Airbnb offers two service fee structures:

1. Shared fees: The host pays around 3% in service fees, while the traveller incurs fees of up to 14.2% of the booking subtotal.
   
   
2. Host-only fees: In this model, the host covers the entire service fee, which usually ranges between 14% and 16%.
   
   

Hotels.com: an online travel agency with an attractive loyalty programme

Hotels.com makes finding the perfect place to stay easy, with options ranging from luxury hotels to budget-friendly choices across the globe. Plus, with Hotels.com Rewards, you get a free night for every 10 stays – simple, straightforward, and rewarding.

Why choose Hotels.com for your hotel?

Collaborating with Hotels.com offers several advantages for hoteliers:

• Global visibility: The platform attracts millions of travellers searching for diverse accommodations, increasing the reach of your property.
  
  
• Attractive loyalty programme: The Hotels.com Rewards programme encourages customers to book regularly, fostering loyalty and increasing the likelihood of repeat bookings.
  
  
• Effective management tools: Hotels.com offers tools to manage bookings, rates, and availability, making daily management easier for hoteliers.
  

What is the OTA commission charged by Hotels.com?

Hotels.com makes money through a commission model, taking a percentage from each booking made on its platform. While they don’t publicly share the exact rate, as part of the Expedia Group, their commission structure is likely in line with those used by their parent company.

Agoda: The go-to online travel agency for the Asian market

Agoda, founded in 2005, is a trusted online travel agency with a strong presence in the Asian market—making it a smart choice for hoteliers looking to attract these travellers. With over 4.5 million hotels and properties worldwide, Agoda offers a range of options, from luxury stays to budget-friendly hostels. Known for its competitive pricing and appealing promotions, it helps travellers find great deals while offering hotels a reliable platform to reach more guests.

Why choose Agoda for your hotel?

Listing your property on Agoda comes with several benefits:

• Access to the Asian market: Agoda is particularly popular in Asia, allowing hoteliers to attract a growing Asian clientele.
  
  
• Powerful management tools: The platform offers a “Partner Hub” to help hoteliers manage their listings, set pricing strategies, and access performance analytics.
  
  
• Loyalty programmes: Agoda offers schemes such as PointsMAX, allowing travellers to earn points for their preferred loyalty programme when booking, which can help attract loyal customers.
  

What is the OTA commission charged by Agoda?

The commissions charged by Agoda typically range between 15% and 25%, depending on the location and type of property.

Tripadvisor: The influence of customer reviews on your bookings

To wrap up our top 5, here’s a bonus OTA: Tripadvisor. Once known primarily as a hub for customer reviews on hotels, restaurants, and attractions, Tripadvisor is now one of the go-to platforms for travelers worldwide. It’s where they search, compare, and book accommodations. For hoteliers, it’s a valuable tool to list properties and keep a close eye on online reputation.

The platform works with major players like Expedia and Priceline.com to help boost the visibility of hotels listed on its site.

Why choose Tripadvisor for your hotel?

• A powerful tool for online reputation: Tripadvisor is the go-to platform for customer reviews, a key factor in travellers’ booking decisions.
  
  
• High tourist traffic: Millions of visitors use Tripadvisor every day to plan their trips, making it a strategic channel for hoteliers.
  
  
• A collaboration with other OTAs: The platform offers direct links to sites like Expedia or Priceline, thereby increasing conversion opportunities.
  
  
• Advanced marketing tools: Tripadvisor offers options such as sponsored advertising, premium programmes to improve hotel rankings, and direct booking features.

Quelle est la commission OTA prélevée par Tripadvisor ?

Unlike traditional OTAs, Tripadvisor doesn’t take a direct commission on bookings. Instead, it offers paid options like premium subscriptions to help establishments improve their rankings and gain more visibility.

Hoteliers can boost visibility by using sponsored ads and paying per click to appear at the top of search results. It’s an effective way to draw in more guests while keeping full control over your marketing budget.

Tripadvisor plays a key role in shaping your hotel’s online reputation and helping you attract more guests. Managing customer reviews strategically, paired with well-targeted marketing campaigns, can boost your visibility and build trust with travellers – two things every hotel needs to thrive.

How to optimise your profile on online travel agencies to maximise your bookings

Once you’ve chosen the best OTAs for your business and decided where you want to list your property, it’s time to fine-tune your profile. A well-optimized profile increases your visibility and helps you secure more bookings.

Having a profile isn’t enough – you need to make it work for you. To stand out and turn more visitors into bookings, optimisation is key. Here are the best practices to get you started.

Optimise key information on your OTA profile

A strong, up-to-date profile helps you stand out and builds trust with travellers. Make sure all key details – like your name, location, type of property, included services, and cancellation policies – are accurate and easy to find.

Does your hotel have outdoor and indoor pools? Do your premium rooms feature private jacuzzis or breathtaking sea views? Make sure your guests know about these standout features – they’re the details that turn a stay into an unforgettable experience.

The more details you provide about your property, the better your chances of catching travellers’ attention. It also increases the likelihood of appearing in their search results, especially when they use filters to refine their options. Keep it simple – share what makes your property stand out!

Regularly update your photos and descriptions

A picture says it all. Describing your rooms as spacious with a king-size bed is helpful, but showing your guests exactly what to expect is far more effective.

Use high-quality, bright photos to highlight the best features of your property – think rooms, communal spaces, the restaurant, and the view. Make it all as inviting as possible. Pay extra attention to your cover image – it’s the first thing travellers will see and should instantly grab their interest and make them want to learn more.

Some OTAs let you organise your photos by category, making it easier to guide travellers and show them exactly what to expect from each room type. Make sure to update your images regularly so they always reflect the current look and feel of your property.

When writing your description, keep it clear and to the point. Focus on what makes you stand out – your location, unique services, or welcoming atmosphere. Use relevant keywords to help more people find you in search results.

Manage guest reviews effectively

Guest reviews are the online version of word-of-mouth. They strongly influence travellers’ decisions and impact how visible your property is on OTAs. Managing reviews effectively can make a big difference for your business. Here’s how to get started:

• Always respond to reviews, whether they’re glowing or critical. A simple thank you for a positive comment shows you’re paying attention, while a thoughtful reply to criticism can turn a frustrated customer into a loyal supporter.
  
  
• Stay professional and polite, even when handling negative comments. A thoughtful response shows you care about delivering a great customer experience.
  
  
• Ask your happy guests for a review – a simple reminder at checkout can work wonders. Prefer to save time? AI tools can take care of it for you. We’ll share more about that in the next section.
  

Adjust your rates based on seasons and market trends

A seaside hotel is always going to draw more crowds in summer, while a mountain chalet shines in winter. Adjusting your prices to match these seasonal trends is key to staying competitive and keeping bookings steady year-round.

A dynamic pricing strategy helps you make the most of your revenue by adjusting prices based on demand, seasonality, and competition. Keep an eye on market trends and update your pricing regularly to reach the right audience at the right time. It’s a smart, straightforward way to stay ahead and maximise results.

Use OTA optimisation tools

Most OTAs offer pricing analysis tools and recommendations – use them to your advantage! They’re there to save you time and help you make smarter pricing decisions.

These tools help you adjust your prices automatically based on supply and demand. They also improve your ranking by showcasing your availability or suggesting special offers to attract more bookings. It’s a straightforward way to boost your visibility and get noticed!

Take part in promotions and loyalty programmes

Some OTAs offer marketing and promotional campaigns – why not make the most of them?

Participating in these programs can help you increase occupancy, especially during quieter seasons, and connect with new guests. It’s also worth exploring OTA loyalty programs, which promote partner hotels offering perks to frequent travellers. This is a smart way to attract guests who are more likely to book again.

Analyse your performance and adjust your strategy

Setting up your OTA profile is a great start, but it doesn’t stop there. To get the most out of your listing, you need to keep an eye on your performance and tweak your strategy regularly. Consistent monitoring is the key to driving better results and staying ahead.

• Track the hotel metrics that matter: conversion rate, number of views, occupancy rate, and average revenue per room (RevPAR). Keep an eye on these to understand your performance and make smarter decisions.
  
  
• Pinpoint what needs work: Should you adjust your pricing? Update your photos? Experiment with fresh promotional offers?
  
  
• Test, tweak, repeat: it’s all part of the process. Optimisation doesn’t stop, and that’s how you keep improving!

Follow these best practices to boost your visibility and turn visitors into loyal customers. A well-optimised profile on OTAs isn’t just a nice-to-have – it’s a powerful tool to drive growth for your business.

What if there was an easier way to optimise your profile without the hassle? Let’s dive into it.

Automate and optimise your presence on OTAs with AI

You’ve got everything you need to fine-tune your OTA profile – but let’s be honest, it takes time. Why not let automation handle some of the repetitive tasks so you can focus on what really matters: creating a great experience for your guests?

Artificial intelligence (AI) is here to make your day-to-day tasks easier. It’s a smart way to save time and boost your performance – here’s how it works:

Centralise and automate your customer messages from online travel agencies with AI

Handling guest messages from multiple OTAs like Booking.com and Expedia can quickly become overwhelming. Messages come in from all directions, making it tough to respond quickly to every enquiry. But speed matters – when a guest reaches out on an OTA, they’re in the decision-making phase. A fast, accurate response can be the difference between them booking with you or moving on to another property. Responding promptly not only boosts your chances of securing the booking but also sets the tone for a great guest experience.

HiJiffy makes managing your messages simple by connecting with platforms like Booking.com and Expedia. With everything in one place on the HiJiffy Console, you can say goodbye to the hassle of juggling multiple platforms. Get a clear overview and handle all requests quickly and easily.

HiJiffy’s AI helps you improve how you communicate with your guests, making every interaction more efficient and effective:

• Get quick, easy support for your writing needs. With our AI assistant, you can translate, expand, rephrase, or adjust the tone of your messages in just one click. Plus, save even more time with ready-to-use response templates designed to help you work smarter.
  
  
• Proactive communication is key: Send automated messages at every stage of the customer journey – welcome guests before they arrive with essential details they need, and follow up after their stay to keep the connection alive.
  
  
• Automated responses: AI can handle common traveller questions on Booking.com and Expedia, saving you from repetitive tasks and giving you more time to focus on what matters most.

Automate your customer review requests and boost your visibility

Guest reviews play a big role in how visible your property is on OTAs. The more reviews you collect, the higher your ranking, which means more bookings coming your way. But let’s be honest – getting reviews takes time. That is unless you automate this process.

HiJiffy makes it simple to improve your guest feedback and online reputation. Automatically send review requests after a guest’s stay and take things further by addressing potential issues before they arise. By sending satisfaction surveys during the stay, you can spot problems early and resolve them on the spot. A frustrated guest can quickly become a happy one – and leave a glowing review instead. The payoff? More positive feedback, a stronger online reputation, and higher rankings on OTAs.

Positive reviews on platforms like TripAdvisor are more than just nice-to-haves—they directly impact your business. A strong ranking boosts your visibility, brings in more bookings, and encourages even more reviews. It’s a cycle that helps your establishment thrive in a competitive market while giving travellers the confidence they need to choose you.

What if you let AI do the work for you?

Optimising your OTA profile isn’t just about great photos and setting the right prices. Managing messages and reviews plays a huge role in boosting your bookings. With HiJiffy’s integrations for Booking.com and Expedia, you can handle it all more efficiently, saving time and building better relationships with your guests.

Why switch between multiple platforms when one Console can do it all for you?

Being on the right OTAs is now a must to boost your bookings and connect with a wider audience. These platforms are great for increasing your visibility and driving more bookings – both directly and indirectly. That said, staying on top of your OTA presence can sometimes feel like a bit of a juggling act.

HiJiffy makes managing your distribution channels simple. It helps you boost your online presence, improve performance on OTAs, and save time – so you can focus on what really matters.