How to connect to online travel agents (OTAs) or listing sites

To get your hospitality business in front of a global audience, you need to connect to Online Travel Agents (OTAs) like Booking.com, Expedia, or Airbnb. The most critical tool to do this effectively is a channel manager. This software automatically synchronises your availability across your own website and all OTAs, preventing the nightmare of double-booking a room, tour, or table.

What are OTAs and why use them?

OTAs are third-party websites that sell travel products on your behalf. Think of them as massive online marketplaces where millions of travellers are already shopping. Listing your business on these platforms gives you instant access to a huge market that would be impossible to reach on your own.

The main benefits are:

• Visibility: Your property or service gets seen by millions of potential customers.
• Credibility: Being on a major platform builds trust with guests.
• The 'Billboard Effect': Many guests discover you on an OTA but then search for your website to book direct.

The trade-off is that you pay a commission on every booking they generate, typically between 15% and 20%.

What is a Channel Manager?

Imagine you have one room left to sell. You list it on your website, on Booking.com, and on Airbnb. If a guest books it directly on your website, you would have to rush to manually block it off on the other two sites. If you’re not quick enough, a second guest could book the same room, leaving you with a serious problem.

A channel manager solves this entirely. It acts as a central hub for your calendar. When a booking is made on any channel, the manager instantly updates your availability everywhere else. It’s an absolutely essential tool for any business listed on more than one platform.

How to get connected

Follow these steps to get your business listed and synchronised.

1. Choose your OTAs: Don't list everywhere at once. Start with one or two of the biggest names that suit your business. For example, if you offer holiday lets, Airbnb is a great start. For hotels and B&Bs, Booking.com is a powerhouse.
2. Select a Channel Manager: Many modern booking systems (often called a Property Management System or PMS) have a channel manager built-in. If yours doesn't, you'll need to subscribe to a standalone service that can connect to your booking system and your chosen OTAs.
3. Register with each OTA: You will need to create an account for your property on each platform. This involves providing business details, writing descriptions, uploading high-quality photos, and adding your bank details for payments.
4. Link the OTA to your Channel Manager: Once your OTA profile is approved, you'll be given details to link it to your channel manager. This is usually a straightforward process within your channel manager's dashboard.
5. Set your rates and sync: Before going live, carefully set your pricing for each OTA (remembering to account for their commission!). Check that your availability is correct, then activate the connection. Your listings are now live and synchronised.

Top Tip: While OTAs are fantastic for marketing, direct bookings are more profitable. Always encourage guests to book via your own website for future stays. You could offer a small discount, a free breakfast, or a room upgrade as an incentive.