How to Do OTA Marketing | Strategies to Boost Your Business

Online Travel Agency (OTA) marketing can be a powerful tool for hotels, resorts, and other businesses in the travel industry looking to reach a larger target audience. However, simply listing your property on an OTA isn’t enough to drive consistent bookings or build a loyal customer base.

To maximise the benefits, you need a strategic approach to OTA marketing, one that boosts your visibility differentiates your brand and converts lookers into bookers.

Keep reading to discover key marketing strategies for making the most of your OTA presence. These include optimising your listings, utilising paid advertising, managing reviews effectively, and leveraging data to refine your approach.

Whether you’re new to OTAs or looking to boost your current search results, these insights will help you navigate OTA platforms and drive more bookings efficiently.

What Are Online Travel Agencies, and How Do They Work?

Online Travel Agencies (OTAs) are travel websites that connect travellers with accommodations, flights, car rentals, and experiences. Major OTAs like Booking.com, Expedia, and Airbnb allow travellers to search, compare, and book services quickly and conveniently.

For travel businesses, OTA sites offer a channel for reaching a global target audience and millions of potential guests. Businesses list their offerings on these platforms and pay a commission on each booking made through the OTA.

In exchange, they get increased visibility and access to exclusive marketing tools. OTAs simplify booking for travellers while helping businesses attract guests without managing direct marketing efforts themselves.

How to Boost Your OTA Marketing Strategy

These 15 marketing initiatives will help increase your business’s online visibility, promote your brand, draw potential customers, and skyrocket your sales.

1. Optimise Your Listings with High-Quality Photos

Photos are one of the first things potential customers notice when browsing OTA listings. Invest in high-resolution, professional commercial images that showcase your property’s best features. Include images of rooms, amenities, common areas, and any unique or standout spaces like pools, terraces, or scenic views. Aim for consistency in style and lighting to create an appealing and cohesive gallery.

Avoid over-editing! Travellers appreciate an authentic look at your property. A picture can truly be worth a thousand bookings, so updating your gallery periodically with fresh images can keep your listing relevant and eye-catching.

2. Write Descriptive, Engaging Copy

Your OTA profile’s description should be clear, engaging, and informative. Describe not only your property’s rooms and amenities but also any unique details that set you apart, such as proximity to local attractions or special services like free breakfast or airport shuttles.

Use short, conversational sentences and highlight key features in bullet points for easy reading. The right words can create an enticing experience that inspires travellers to book.

3. Utilise OTA Promotions and Special Offers

Many online travel agents offer promotional tools during the booking process, such as discount options for early bookers, last-minute online bookings, or extended stays. Experiment with different promotions to find what attracts the most bookings for your property.

Offering special rates or packages can make your listing stand out among competitors and appeal to budget-conscious travellers. Keep an eye on peak travel times and holidays when promotions can be especially effective, and consider using tools like limited-time discounts to create a sense of urgency.

Promotions, when used strategically, can help you maximise visibility and drive customer feedback and bookings.

4. Utilise OTA Review Management Tools

Guest reviews are a major influence on traveller decision-making. Respond to reviews — both positive and negative — to show potential guests that you care about their experience. Address concerns raised in negative reviews politely and professionally, and thank guests who leave positive feedback.

Many OTAs use review management tools to make responding easier and track customer engagement. Regularly engaging with reviews can also help you understand areas for improvement.

5. Optimise Pricing with Dynamic Rate Adjustments

Dynamic pricing allows you to adjust rates based on demand, season, local events, and competitor prices. Most OTA booking systems use tools that automate these adjustments, allowing you to maximise revenue without manually updating rates daily.

Set competitive prices during high-demand periods and offer discounts during slower times. Experiment with different pricing strategies to identify what works best for your property. Dynamic pricing helps you stay competitive in the OTA marketplace, ensuring that you’re neither overpriced nor underselling yourself.

6. Offer Exclusive Perks for Longer Stays

Encouraging longer stays can increase your revenue and reduce the turnover workload. Offer exclusive perks, like discounted rates, free upgrades, or special amenities for guests who book multiple nights.

Highlight these perks clearly in your listing, emphasising the value they add. If your property is close to attractions or in a popular area, suggest how guests could benefit from an extended stay. Special perks not only attract longer bookings but can also help set you apart from nearby competitors, appealing to travellers looking for value in extended stays.

7. Build Loyalty with Direct Booking Offers

Some OTAs now allow you to include information on how guests can book directly in the future. Use this feature to offer exclusive discounts or benefits for those who book with you directly next time. For instance, offer a small discount, free breakfast, or other incentives.

While you still benefit from OTA advertising exposure, this approach encourages guests to return without the commission costs. Be sure to comply with each OTA’s guidelines, as some restrict how you promote direct booking incentives.

8. Utilise SEO for OTA Listings

Just as websites need an SEO strategy to rank on search engines, your OTA profiles benefit from keywords to increase visibility within OTA search engine results. Include popular, relevant search terms in your listing title, description, and amenity list. Think about what travellers search for, including “oceanfront,” “pet-friendly,” or “downtown.”

Using the right SEO keywords can help your property appear more in OTA search results and stand out to potential customers looking for specific features. Regularly refreshing your keywords based on travel trends can also keep your listing optimised.

9. Enable Instant Booking for Convenience

Instant booking allows guests to reserve accommodation immediately without needing host confirmation, which can appeal to travellers who prefer a streamlined booking experience. Many travellers find listings like this more convenient, and some OTAs even prioritise these listings in search engine results.

Enabling this option reduces the steps needed to confirm a reservation, which can increase bookings and improve guest satisfaction. Just be sure you have reliable systems in place to manage bookings promptly to avoid double bookings.

10. Maximise Mobile Appeal with OTA Tools

Travellers are constantly booking accommodations directly from their phones. Ensure your OTA listing is mobile-friendly by including clear, compelling images and concise descriptions that display well on smaller screens.

Some OTAs offer specific discounts or incentives for mobile or app users; consider using these features to attract last-minute or on-the-go travellers. Mobile bookings tend to happen closer to check-in dates, so this can be a useful tactic for filling gaps in occupancy quickly.

11. Leverage Data Analytics on Your OTA Dashboard

Most OTAs offer analytics that provide insights into how travellers interact with your listing. Use these data points. This includes data on the views, click-through rates, and booking patterns, helping you identify what’s working and where there’s room for improvement.

For example, if your listing views are high but bookings are low, consider adjusting your pricing or re-evaluating your listing photos. Data can guide you in making strategic updates that match what travellers are looking for, helping you improve your listing’s performance over time.

12. Highlight Nearby Attractions and Experiences

Travellers often choose accommodations based on their proximity to local attractions. In your description, mention popular nearby spots, like parks, restaurants, or cultural sites, to give guests a sense of what they can experience around your property.

If there are events or seasonal attractions nearby, update your listing to highlight these as well. By positioning your property as a convenient base for exploration, you make it more attractive to travellers.

13. Create a Satisfying Cancellation Policy

Travellers value flexibility and a well-thought-out cancellation policy can make your property more appealing. Consider offering a flexible cancellation option for those who book within a certain time frame or for guests booking well in advance.

This can attract more bookings, especially from travellers who may be uncertain about their plans. Balance flexibility with your revenue needs; while generous policies can drive bookings, they should still be workable for you. The right policy can be a deciding factor for travellers choosing between similar properties.

14. Encourage Reviews and Feedback

Positive reviews build credibility in the travel industry and influence future bookings, so actively encourage guests to leave reviews after their stay. Many OTAs allow you to send automated messages post-checkout — use this to thank guests and invite them to share feedback.

You can even offer small incentives, like a discount on their next booking, to increase review rates. Customer feedback also helps you identify areas for improvement. Building a strong review profile can affect your OTA performance, as travellers often use reviews to make final booking decisions.

15. Participate in OTA Loyalty Programs

Many online travel agents have loyalty programs that offer exclusive perks to frequent users. By participating in these programs, your property can be promoted to loyal OTA customers who are likely to book through the platform.

This added visibility could increase your reach to high-intent travellers, especially those who prioritise earning rewards. Review the requirements and fees for joining an OTA loyalty program, and consider whether the benefits align with your goals.

Frequently Asked Questions

Here are some of the most common questions about Online Travel Agencies and OTA marketing.

How Does Dynamic Pricing Help in OTA Marketing?

Dynamic pricing adjusts your rates based on demand, competitor pricing, and seasonal trends, helping you maximise occupancy and revenue.

This flexibility allows you to stay competitive, attracting guests during off-peak times while ensuring you don’t undercut yourself during busy seasons. Dynamic pricing strategies can be particularly effective in OTAs, where travellers often compare listings side-by-side.

How Can I Attract Repeat Guests Through OTAs?

While OTAs help with first-time bookings, attracting repeat guests often requires a direct follow-up marketing strategy. After guests book through an OTA, offer incentives like discounts or perks for booking directly with you next time.

By building a relationship through exceptional service, engaging follow-up, and exclusive offers, you can encourage OTA bookers to become direct, repeat customers in the future.

Are Direct Bookings Better Than OTA Bookings?

Direct bookings can be more profitable for your business than OTA bookings because they eliminate the commission fees charged by OTAs. Direct channels also allow you to control the guest experience from start to finish, building brand loyalty and enabling you to collect valuable customer data.

However, OTAs can be marketing powerhouses that offer extensive reach and marketing benefits that make them valuable for gaining new guests. Ideally, a balanced approach with both direct and OTA bookings allows you to use the reach of OTAs while growing a base of repeat, direct booking customers.

What Are the Costs Involved in Using OTAs?

The main cost associated with OTAs is the commission fee, which usually falls between 10-25% of each booking. Some OTAs attract additional fees for premium promotional features, like enhanced visibility or sponsored listings. Calculating the net return from OTA bookings versus costs can help you assess the best strategy for your property.

How Often Should I Update My OTA Listing?

It’s recommended that you update your OTA listing at least once a quarter or more often if you have significant changes to pricing, amenities, or seasonal offerings. Regular updates keep your listing accurate and engaging and help improve your search ranking on the OTA platform.

Refreshing photos, updating descriptions, and revisiting pricing based on seasonality or demand changes can make your listing more attractive to potential guests. Frequent updates also show potential travellers that your property is actively managed, which can help capture attention in competitive markets.

Wrapping Up Your OTA Marketing Strategy

Mastering your OTA presence can elevate your marketing game, helping you stand out in a crowded travel marketplace. Effective OTA marketing means more than just listing your property; it involves using visuals, reviews, pricing strategies, and promotions to attract travellers and convert views into bookings.

When integrated with broader digital marketing efforts — like SEO, social media, email marketing, and direct booking incentives — you create a balanced approach that builds visibility, credibility, and guest loyalty. By applying these OTA marketing strategies thoughtfully, you can boost your booking potential, maximise OTA platforms, and drive sustainable growth for your property.