The Bottom Line

OTAs are a brilliant lead source, introducing your hotel to your perfect audience.

If a guest likes what they see on an OTA most will check out your website, so ensure your property looks good on the OTA. 

Your website must mirror the ease of booking offered by an OTA, instant booking confirmation within a couple of clicks combined with special offers that have real value (breakfast isn't a benefit it's an expectation).  Do this right and you will see your direct bookings increase - key is making your website easy to navigate and offering special offers that your guest wants.   

OTAs can be a hotelier's best friend, be as savvy as your guests and make your website booking experience as good and simple as that of an OTA.