Win back direct bookings from guests who switched to an OTA
What the answer looks like
Illustrative output on sample data
Illustrative example: how Lexi answers this for a coastal hotel group with four properties. It matches stays from the PMS and booking engine to one guest record across both channels.
- Includes guests whose most recent stay was booked through an OTA.
- Includes only guests with at least one earlier direct booking.
- Includes only guests with an email or SMS opt-in.
- Excludes guests with a future stay already booked.
What the data shows
2,700 guests qualify. Their OTA stays last year were worth $1.9 million in room revenue.
What it means
Most of these guests switched after a rate change made the OTA price look lower. They still choose your hotels, just through another channel.
What to do
Send them a direct-booking offer, such as a room upgrade or breakfast, timed to when they usually book.
Want me to push the 2,700 to Klaviyo?
Why it matters
Every stay booked through an online travel agency (OTA) carries a commission, and the guest relationship sits with the agency. Guests who have booked direct before already know your hotel, which makes them the cheapest group to bring back to your own booking channel.
Frequently asked questions
How do hotels win back direct bookings from OTAs?
Start with guests who have booked direct before, since they already know your website. Give them a reason to book with you, such as a perk the OTA cannot offer, and reach them before they usually plan their trip. Keep your direct rate competitive with the OTA price.
Why do hotel guests move from direct booking to OTAs?
Price is the usual reason, followed by convenience and loyalty points on the booking site. Matching OTA and direct stays to the same guest shows who switched and when, which often lines up with a rate change or a missing perk.
How do hotels match OTA guests to their own records?
Match the name, email and phone captured at check-in or in the booking with existing guest profiles in the property management system (PMS). OTA bookings often carry masked emails, so collect contact details directly at arrival.