Hotels Fight Back: A Dallas Firm's Plan to Win Guests Back from Booking Sites

In 2026, the hotel industry's long struggle with online travel agencies continues. These platforms still capture the majority of online reservations, taking significant commissions on each booking. For independent properties, the financial pressure is acute. Ed Kooi, a digital marketing strategist at Dallas-based Top Suite Web Marketing, says the current moment presents a clear opportunity for change. "Hotels that take control of their guest relationships now will be the ones that thrive," Kooi states.

Top Suite is offering free consultations aimed at helping hotels identify and fix the leaks in their direct booking strategy. The sessions analyze a property's website and marketing to find ways to convert one-time OTA guests into repeat customers who book directly. The incentive is substantial: direct bookings typically yield higher revenue per room and allow hotels to own the guest relationship and data.

Recent industry reports suggest a shift is underway. More travelers are starting searches on OTA sites but completing bookings directly with hotels, seeking better service and control. To capitalize on this, Top Suite employs performance-based tools like its Pay-Per-Stay advertising, which charges a fee only after a guest's stay is complete, aligning the agency's success with the hotel's.

While major hotel brands use loyalty programs to drive direct business, independents have been more reliant on intermediaries. The strategy from firms like Top Suite involves a multi-channel approach: strengthening a hotel's own website, using targeted ads, and implementing systems to recapture past guests. The goal isn't necessarily to abandon OTAs entirely, but to build a more balanced and profitable distribution model for the long term.