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Travellers Are Bypassing Online Booking Platforms to Reserve Directly with Hotels – Know Why?

Travellers Are Bypassing Online Booking Platforms to Reserve Directly with Hotels – Know Why?

1st April, 2025

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In recent years, a significant shift has emerged in the travel industry—while online travel agencies (OTAs) remain popular for research, more travelers are choosing to book directly with hotels. This trend, known as partial intermediation, is reshaping consumer behavior and redefining how bookings are made. But what’s driving this change?

 

Transparency and Trust Issues with OTAs

Many travellers are becoming wary of OTAs due to hidden fees, misleading pricing, and complicated dispute resolutions. While these platforms provide a convenient way to compare options, the lack of clear, upfront costs has led consumers to seek more trustworthy booking avenues—directly through hotel websites.

 


Sustainability as a Deciding Factor

According to the Sustainable Travel Report 2023, 76% of travellers want to engage in sustainable travel practices but often struggle to find reliable, transparent information. Leading hotel brands are responding by integrating sustainability into their direct booking incentives:

  • Marriott’s Serve 360 promotes carbon-neutral stays for eco-conscious travelers.
  • Hilton’s Green Stay rewards guests who make sustainable choices through its Travel with Purpose Program.
  • Taj Hotels’ EarthCheck Certification attracts sustainability-focused travelers who prioritize ethical tourism.

 


By aligning their sustainability efforts with direct booking benefits, hotels are successfully encouraging consumers to skip third-party OTA platforms and book directly with them.


Better Deals, Personalized Perks & Loyalty Rewards

Hotels also offer exclusive perks for direct bookings, such as room upgrades, flexible cancellation policies, and loyalty points. Direct communication with hotels ensures a smoother experience, reducing reliance on OTAs for dispute resolution.

 


The Future of Hotel Bookings

As travellers become more sustainability-conscious and wary of hidden fees, the trend of direct bookings is expected to grow. Hotels that prioritize transparency, eco-friendly initiatives, and personalized guest experiences will continue to win customer trust—making direct booking the preferred choice for modern travelers.


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