Direct Bookings vs OTAs in 2025: How South African Hotels Can Win Back Guests

Dylan Cutter
Sep 26, 2025
3 min read

Online travel agencies (OTAs) like Booking.com and Expedia remain vital for South African hotels, guesthouses, and lodges. They deliver global visibility, fill rooms quickly, and help smaller operators access new markets. Yet, with commissions ranging between 15–20% (Phocuswright, 2024), every OTA booking reduces profit margins. For independents, especially, this cost is significant.

The challenge in 2025 is balance: leverage OTAs for reach while actively growing direct bookings. Direct bookings build stronger guest relationships, reduce costs, and give operators more control over pricing and loyalty.

The Current State of Play

OTA dominance: Independents rely on OTAs for over 60% of bookings. Chains are less exposed at around 40%, thanks to loyalty programmes and stronger brand websites.
Commissions and exposure fees: Standard commission rates are 15–20%, with optional paid boosts for visibility.
Meta search growth: Platforms like Google Hotels and Trivago are becoming booking gateways, where price comparison drives decision-making.
Social media influence: TikTok, Instagram, and YouTube now inspire many travellers early in their planning, shifting how hotels must market themselves.
Shorter booking windows: Domestic travellers increasingly book less than two weeks out, demanding flexible strategies.

What’s Changing in 2025

Rate parity enforcement – The Competition Commission implemented a no-parity market within South Africa, meaning that all hotel establishments can set rates as they want.
Content-driven discovery – Social video is now as important as traditional search. A strong presence on Instagram Reels, TikTok, and YouTube Shorts builds awareness.
Meta bidding pressure – More properties are competing on Google Hotels, where price visibility is immediate. Without presence, independents risk losing direct clicks.

Direct Booking Strategies for Independents

SEO and content on local experiences – Create blogs and guides about nearby attractions. For example, “Best Wine Routes in Stellenbosch” or “Family-Friendly Safari Tips.” This drives organic traffic and positions your website as the go-to resource.
Booking engine upgrades – A mobile-friendly, fast booking system reduces abandonment. Guests expect a frictionless, secure checkout in just a few taps.
CRM and email automation – Collect guest data and build loyalty through nurture campaigns. Offer return-guest discounts, birthday specials, or referral codes.
Retargeting ads – Capture interest by serving ads on Google and Facebook to visitors who left your site without booking.
Value-add parity – Keep room rates aligned with OTAs, but add perks for direct bookings like free breakfast, airport transfers, or late checkout.

Direct Booking Strategies for Chains

Loyalty integration – Expand reward programmes to include exclusive discounts and local partnerships.
Meta search bidding – Invest in visibility on Google Hotels and Trivago to compete directly for price-sensitive travellers.
Targeted PPC and social ads – Segment campaigns by traveller type (e.g., international leisure vs local business).
Partnerships with airlines and DMCs – Drive bundled bookings that combine flights, transfers, and accommodation.

Why This Matters

Direct booking isn’t about eliminating OTAs. They remain essential for new and international guests. But the more guests you convert direct, the healthier your margins and the stronger your control over pricing, branding, and guest experience.

At RevGrowth, we help South African hotels and guesthouses design strategies to reduce OTA reliance. Our services include SEO-rich content creation, direct booking system integration, CRM/email automation, retargeting campaigns, and Google Hotels meta bidding. We equip independents and chains alike with tools to capture demand more profitably.

Want to win back direct guests in 2025? Contact RevGrowth today to cut commissions, grow loyalty, and secure long-term revenue growth.