Winning Over OTA Guests with Trust and Convenience in the Website and CRM
Why this matters
The shift towards enhancing direct booking channels in the hospitality sector underscores a critical evolution in capital flows and market positioning within US commercial real estate. As hotels seek to reduce reliance on online travel agencies (OTAs), the emphasis on website convenience and personalized customer relationship management (CRM) reflects a broader trend of asset owners prioritizing direct engagement with consumers. This strategic pivot not only aims to lower operational costs associated with OTA commissions but also signals a potential stabilization in revenue streams as properties cultivate brand loyalty. For institutional investors, this trend may indicate a more resilient hospitality sector, as operators adapt to changing consumer preferences and technological advancements. The focus on trust and convenience could enhance occupancy rates and revenue per available room (RevPAR), vital metrics for assessing asset performance. Furthermore, as lenders evaluate the creditworthiness of hotel operators, the ability to effectively leverage CRM data may become a key differentiator in underwriting decisions. Overall, this shift highlights the importance of adaptability in a competitive landscape, with implications for capital allocation strategies across the hospitality segment.
Editorial analysis · AI-assisted
On the RET wire
- Disclosed hospitality deal value tracked in June 2026: $3.8B across 20 reported transactions. All Hospitality coverage →
Computed from Real Estate Trail’s own tracked coverage
Hotels can reduce OTA commissions by making their websites more convenient than third parties and using CRM data to send personalized, trust-building emails rather than generic promotional offers.
External link. Real Estate Trail does not republish source content.
Related coverage — Hospitality
Marriott International Announces Landmark Agreement with Misr Italia Properties and People & Places for over 1,500 keys across Egypt
Marriott and Misr Italia Properties signed a deal for nine properties totaling 1,500+ keys across Egypt, spanning Ritz-Carlton, Luxury Collection, and Autograph Collection brands.
Rebel Hotel Company Expands National Portfolio with Management Acquisitions of Three Distinctive Lifestyle Hotels
Rebel Hotel Company adds three lifestyle properties to its management portfolio: Circa 39 Miami Beach, Hotel La Jolla, and Coachman Lake Tahoe, with a repositioning for Circa 39 planned for Q3 2026.
Want to Make Guests—and Hotel Workers—Fall in Love with Hotels Again? Forget Everything About How to Run a Hotel.
The founder of Brazil's Botanique Hotel Spa describes how eliminating departments, cross-training all staff, and sharing 23% of revenue with employees cut headcount from 110 to 38 and achieved profitability in year two.
Darshana Jariwala of Bridgeton on Connecting the Dots Between Brand, Product, and Experience
Bridgeton's Darshana Jariwala explains how a CPG-rooted "Center of Excellence" function bridges brand, product, and operations across a portfolio of boutique lifestyle hotels in New York and beyond.
The Key Role of Food and Beverage in Luxury Hotels – Focus on Italy
HVS Southern Europe analyzes how F&B drives revenue and brand value in Italy's luxury hotel sector, with case studies from Rome Cavalieri, Da Vittorio, and others showing F&B at 25–40% of total revenue.
Certainty Sells: Positioning Your Hotel for Maximum Buyer Activity
HVS brokers outline how hotel sellers can attract more buyers and close deals by organizing financials early, pricing realistically, and communicating transparently about known risks.