OTA commission ranges

OTA commissions typically range from 15% to 25% per reservation, with Booking.com generally charging between 15% and 18%, though effective rates can reach up to 25 to 30%.

Cost impact on hotels

For a hotel with 100 euros of turnover using only OTAs, between 15 and 30 euros are returned to platforms that do not know its customers, do not retain them, and whose ranking rules evolve independently of the hotel's will.

OTA usage growth

In 2025, the share of reservations via OTAs reached 63.4% of the independent accommodation market, and 71% for tourist rentals in 2024 compared to 53% in 2019.

Strategic balance

Aiming for a 50/50 mix is an ambitious but achievable goal for independent hotels with the means, and building this autonomy gradually is a strategic decision.

Traveler behavior

According to one report, 57% of travelers start their accommodation search on Google before finalizing on Booking. These travelers have dates, an approximate budget, and a real purchase intention, and direct bookings tend to show higher average baskets and longer stays than those through OTAs.

Customer retention

Unlike Booking customers, whose data cannot be used for future direct reservations due to contractual prohibitions, direct customers join the establishment's customer base and can be retained over time.

Google Ads requirements

Google Ads amplifies existing efforts, but launching campaigns without addressing foundational aspects is equivalent to paying for traffic that does not convert. Four conditions must be met: a fast and mobile-friendly website with a smooth booking process, a functional online booking engine with real-time prices and availability, direct prices at least equivalent to those of the OTAs, and a complete and well-rated Google Business listing.

Google Hotel Ads features

Google Hotel Ads displays real-time prices and availability on Search, Maps, and Google Travel, allowing travelers to compare prices with OTAs before booking on the hotel's website. Free booking links are also available under paid ads, provided a Hotel Center account is properly configured.

Booking engine compatibility

Compatible booking engines in France include D-EDGE, SiteMinder, Mews, RoomRaccoon, and Cloudbeds. These can be connected via certified integration partners, often directly from the dashboard without technical development.

Profitability metric

To evaluate the profitability of Google Ads, the cost of acquiring a new customer (nCAC) is a key indicator, calculated as the total monthly advertising budget divided by the number of new direct reservations.

Cost comparison

On a 700 euro basket, an 18% Booking commission represents 126 euros returned to the platform, while a direct reservation costs about 4 to 5% in fees, or 28 to 35 euros.

Implementation example

A Parisian establishment at 300 euros per night has moved from 100% OTA to a mix of 60% Booking / 40% direct reservations in six months, requiring a minimum monthly budget, a performing website, competitive direct prices, and a functional booking engine.

Advertising channel synergy

Google Ads and Meta or ChatGPT Ads can be used in parallel, with the latter targeting the inspiration phase and the former capturing purchase intention at the moment of decision. These channels complement each other rather than competing.