direct rates OTA prices

Google Visibility

Why Would Guests Book Direct If OTAs Are Cheaper?

If your direct rate is the same as or higher than an OTA, you’re making it harder for guests to choose you.

Guests comparing your property on Google can see your direct rate side by side with the price on Booking.com, Expedia, or other OTAs.

If the OTA is cheaper, the choice can be pretty simple: the guest gets the same room for less.

That can mean losing the direct booking and paying commission to the OTA.

See how to fix it →

Your Direct Rate Shouldn’t Be the More Expensive Option

You work hard to encourage guests to book direct. But if they find a lower price on an OTA, there’s little reason for them to do so.

When an OTA undercuts your direct price, you’re potentially:

  • Losing the direct booking
  • Paying commission on the OTA booking
  • Giving the guest a reason to book through a third party instead

Even a small price difference can influence where a guest books.

What it looks like

A guest searches for your property and sees:

Your website: £120 - Booking.com: £105

direct vs ota rate

Why would they pay £15 more to book direct?
The booking may still end up being for your property, but the OTA gets the commission.

The Fix

Keep OTA Prices Above Your Direct Rate

Your direct price should give guests a clear reason to book with you.

Manage Price

There are different ways to manage OTA price differences. For example, freetobook’s OTA Surcharge tool can help keep OTA prices above your direct rate, so guests see a more competitive direct option when comparing prices.

This means you do not need to reduce your direct rate or constantly monitor OTA prices manually.

See how OTA Surcharges work →
What You'll Gain

Make Direct Booking the Obvious Choice

Keeping your direct rate competitive can help you:

  • Give guests a clearer reason to book direct
  • Reduce bookings going through commission-charging OTAs
  • Keep more revenue from each booking
  • Spend less time monitoring price differences
  • Build a healthier direct booking strategy

Don’t Give Guests a Reason to Book Through an OTA

If an OTA is showing a lower price than your website, you’re making the direct booking decision harder than it needs to be.

Give guests a clear reason to book direct and keep more of the revenue from every booking in your pocket.

See How OTA Surcharge Works →

Book a freetobook demo →