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.
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