Are OTAs running off with your customer relationships?

Are OTAs running off with your customer relationships?

Remember that wonderful guest from last month? The one who raved about your service, loved your breakfast spread, and promised to come back soon? Well, they just made another booking – through an OTA. Again. In fact, they might have stayed with you three times this year already, but you'd never know it. Why? Because every time they book through a different OTA, they appear as a 'new' guest in your system.

In the digital age, data is gold - especially in hospitality. While you focus on creating amazing guest experiences, Online Travel Agents (OTAs) are quietly collecting and using your most valuable asset: guest data. This isn't a malicious theft, it's usually perfectly legal; it's just part of using these platforms. But isn't it time you took back control of your guest connections?

Your "loyal" guests might actually be more faithful to OTAs than to you, and it's not because they prefer the OTA experience—it's because OTAs have mastered the art of using guest data to nurture relationships. Every time a guest books through an OTA, their valuable information – contact details, preferences, travel history – goes straight to them. Your repeat guests become their repeat customers, and your chance to build lasting relationships slips away with each OTA booking.

Why guest data is your hospitality goldmine

Guest data is more than just names and email addresses—it's the foundation of modern hospitality excellence. Here's what you're missing when OTAs control your guest data:

• Personalised experiences & targeted marketing: Understanding guest preferences enables tailored stays and marketing that resonates. "Guests expect tailored communication," emphasises Klaudia Chmielewska, Digital Marketing Manager at Profitroom. "Targeting and knowing your guest profile is crucial." Without direct access to guest data, you're forced to treat every guest the same—missing countless opportunities to delight and engage.

• Loyalty building & revenue growth: Direct communication fosters genuine loyalty and encourages repeat bookings. Data insights reveal perfect moments for upselling and cross-selling, driving additional revenue. Ignoring this potential is costly; Klaudia notes hotels can lose 20-30% of potential guests due to poor online presence, with losses exceeding 50% in extreme cases.

Breaking the OTA Cycle: The Hidden Cost of Lost Connections

The real tragedy isn't just about lost data—it's about lost opportunities. When OTAs control your guest relationships, you're missing out on:

• Building meaningful, long-term relationships

• Creating personalised marketing that truly resonates

• Gathering direct feedback to improve your service

• Controlling your brand narrative

• Nurturing word-of-mouth recommendations

• Recognising and rewarding genuine loyalty

Reclaiming your data (and your guests): your action plan

Ready to take back control? Here's your roadmap to data ownership:

1. Prioritise direct bookings:

• Create an intuitive booking experience

• Offer compelling direct booking incentives

• Make your value proposition clear

2. Implement a smart CRM system:

• Collect and organise guest data systematically

• Track preferences and patterns

• Enable personalised communication

3. Own your communication:

• Develop targeted email marketing

• Build an engaged social media community

• Create valuable content that keeps guests connected

4. Design an irresistible loyalty programme:

• Offer exclusive direct booking perks

• Create unique local experiences

• Reward repeat stays meaningfully

5. Make every interaction count:

• Use data to anticipate needs

• Acknowledge loyal guests

• Create memorable moments that build lasting relationships

The Profitroom Advantage

Profitroom's platform gives you the tools to master your guest data and build lasting relationships:

• Powerful booking engine for seamless direct reservations

• Integrated CRM for effective guest data management

• Smart marketing automation to reach the right guests

• Data analytics for informed decision-making

"The key is to view data as a relationship tool, not just information," says Klaudia. "When hotels harness their guest data effectively, they can create experiences that keep guests coming back—directly to them, not through OTAs."

Ready to take control of your guest relationships?

Click HERE to learn more about building lasting connections with your guests.