Rising OTA Commissions Push Hotels Toward Direct Bookings

Rising OTA Commissions Push Hotels Toward Direct Bookings

By Manu Vardhan Kannan

Published on March 4, 2025

For years, online travel agencies (OTAs) have dominated the hotel booking industry, controlling pricing, customer data, and charging commissions as high as 40%. However, hotels are now reducing their reliance on OTAs and embracing direct distribution channels to regain control and build stronger guest relationships.

With the rise of new technology, evolving consumer behavior, and regulatory shifts, the hospitality industry is set to redefine its distribution model. The future of hotel bookings lies in a balanced, guest-centric approach that prioritizes direct bookings, personalization, and innovation.

Key Industry Shifts

Healthier Channel Mix

  • Rising OTA commissions have made direct bookings a priority.

  • By 2030, direct digital bookings are expected to surpass OTAs, generating over $400 billion in revenue.

Personalization & Differentiation

  • Travelers are seeking more customized experiences, shifting focus from generic stays to experiential travel.

  • AI and data analytics are enabling hyper-personalized guest journeys and targeted marketing.

  • Loyalty programs are evolving beyond traditional point systems to offer personalized rewards based on guest preferences.

Customer-First Approach

  • OTAs often prioritize hotels that pay higher commissions, which limits true consumer choice.

  • Regulatory measures like the EU’s Digital Markets Act (DMA) are pushing for fairer distribution ecosystems by promoting transparency and competition.

End of Rate Parity Clauses

  • Legal rulings, including the EU Court of Justice decision, now allow hotels to set their own rates.

  • Hotels must invest in direct booking strategies using advanced pricing models and competitive technology.

Rise of Mobile Bookings

  • Over 50% of hotel bookings now come from mobile devices, making mobile-first design a necessity.

  • Previously, only OTAs and major hotel chains leveraged mobile apps, but new disruptive platforms are emerging to bridge this gap.

AI’s Role in Hotel Distribution

  • AI-powered tools such as chatbots, price optimization software, and personalized marketing solutions are driving direct bookings.

  • AI-driven platforms like D3X.ai and Allora.ai are already transforming the industry with intelligent booking systems and automated guest engagement.

The Future of Hotel Distribution

With hotels regaining control over pricing, data, and guest relationships, the industry is moving toward a more transparent, guest-friendly ecosystem. Direct booking strategies, AI-driven personalization, and mobile-first innovations will define the future of hotel distribution, ensuring a more sustainable and competitive marketplace.


Postcard Hotel Launches Exclusive Ayurveda Retreat in Old Goa

Postcard Hotel Launches Exclusive Ayurveda Retreat in Old Goa

By Manu Vardhan Kannan

Published on January 9, 2026

The Postcard Hotel has announced the launch of its latest wellness-focused property, The Postcard Ayurveda Retreat, Old Goa – A Sitaram Ayurveda Experience, marking a new chapter in experiential luxury hospitality. Set within a UNESCO-recognised heritage region and surrounded by vast reserve forests, the retreat is dedicated entirely to holistic healing and long-term wellbeing.

Developed in collaboration with Sitaram Ayurveda, which carries a healing legacy of over a century, the retreat blends authentic Ayurvedic wisdom with The Postcard Hotel’s signature philosophy of thoughtful luxury. Designed as a quiet sanctuary away from everyday distractions, the property encourages guests to slow down, reflect, and reconnect with their inner balance.

Speaking about the launch, Kapil Chopra, Founder and Chief Executive Officer of The Postcard Hotel, said, “With The Postcard Ayurveda Retreat, we have created a pioneering wellness sanctuary in India that offers a comprehensive experience to address unique lifestyle needs and concerns of each guest. The stays here start from minimum seven nights and are all-inclusive healing journeys focused on providing highly personalised programmes for medical wellness, rather than a recreational leisure escape.”

He further added, “In an industry-first collaboration with Sitaram, our intimate retreat supports long-term health, balance and wellbeing by integrating their century-old healing legacy of Ayurveda with the calm of nature, thoughtful design, nourishing cuisine, and perceptive service offered by The Postcard Hotel.”

Dr. Vignesh Devraj, MD (Ay), Founder and Chief Physician, Sitaram Retreats, highlighted the philosophy behind the collaboration, saying, “The Postcard Ayurveda Retreat represents a meaningful convergence of place, purpose, and healing. At its core, Ayurveda is about restoring balance and tapping into the body’s innate potential to heal. Our retreat harmonises these ancient principles with guided consultations, medical insights and personalised care at every step of the tailored wellness programmes.”

Located in the serene surroundings of Old Goa, the retreat is defined by stillness and privacy. At its heart stands a majestic 300-year-old banyan tree, setting the tone for calm and reflection. With only six thoughtfully designed rooms, each featuring private balconies overlooking lush gardens and forested valleys, the property ensures complete seclusion and unhurried healing.

Each guest’s wellness journey begins with an in-depth consultation with resident Ayurvedic physicians, who curate personalised programmes based on individual doshas and health needs. Every aspect of the stay, from treatments and nutrition to rest and daily routines, is carefully designed to support deep restoration rather than leisure-driven relaxation.

Wellness programmes range from seven to fourteen or twenty-one nights, offering guests the flexibility to choose a pace that supports meaningful healing. The retreat caters not only to those seeking treatment but also to guests focused on preventive care, immunity strengthening, and long-term balance.

With this launch, The Postcard Hotel reinforces its commitment to creating transformative hospitality experiences that go beyond luxury, positioning The Postcard Ayurveda Retreat, Old Goa as a destination for mindful living and authentic healing.


juSTa Hotels & Resorts Launches Boutique Wildlife Retreat in Jawai

juSTa Hotels & Resorts Launches Boutique Wildlife Retreat in Jawai

By Manu Vardhan Kannan

Published on January 8, 2026

Onora Hospitality, the parent company of boutique hospitality brand juSTa Hotels & Resorts, has announced the launch of juSTa Luxe High Point Jawai, a boutique wildlife retreat located in the heart of Jawai’s renowned leopard country near Udaipur and Jodhpur.

Situated in Village Bijapur, the newly opened resort offers a tranquil and immersive escape that reflects the rugged beauty, distinctive wildlife, and rich cultural heritage of the Jawai region. Spread across two and a half acres, juSTa Luxe High Point Jawai features 18 thoughtfully designed accommodations, including suites with heated plunge pools, each created to balance modern comfort with a deep connection to nature.

All rooms are equipped with premium amenities such as climate-controlled air conditioning, high-speed Wi-Fi, flat-screen smart televisions, mini-bars, tea and coffee makers, electronic safes, quality linen, workspaces, wardrobes, telephones, and round-the-clock power backup. Select accommodations also feature private plunge pools, open-air showers, bathtubs, private gardens, and spacious sit-out areas.

Commenting on the launch, Ashish Vohra, Founder and CEO of Onora Hospitality Private Limited, said, “The growing popularity of Jawai as a wildlife and experiential travel destination presents a meaningful opportunity for us to introduce our signature style of intimate, design-led hospitality. With juSTa Luxe High Point Jawai, we aim to create an immersive retreat that blends comfort with adventure while celebrating the natural and cultural heritage of the region. This launch also strengthens our expanding presence in India’s national parks, where we already operate boutique resorts in Sariska and Jim Corbett under the juSTa brand and in Ranthambore under Bookmark Resorts.”

The resort offers a curated range of lifestyle and wellness experiences, including a swimming pool, a multicuisine restaurant with indoor dining and an intimate al fresco space, a 1,500-square-foot banquet hall, and a spa with two treatment rooms and a steam bath. Guests can also enjoy indoor and outdoor recreational activities such as carrom, foosball, badminton, and cricket.

Easily accessible by road from both Jodhpur and Udaipur, juSTa Luxe High Point Jawai serves as a convenient base for exploring the region’s key attractions. These include the Jawai Dam, Ranakpur Jain Temple, Pola Lake, guided jungle safaris, and exceptional birdwatching opportunities that have established Jawai as one of India’s most distinctive wildlife destinations.

Known for its dramatic granite hills and its rare culture of harmonious coexistence between humans and leopards, Jawai continues to gain recognition among nature lovers and experiential travellers alike. The opening of juSTa Luxe High Point Jawai marks a significant milestone in Onora Hospitality’s journey to create soulful, experience-led stays across India’s most inspiring landscapes.


Brij Hotels Expands Portfolio with New Coastal Property in Sindhudurg

Brij Hotels Expands Portfolio with New Coastal Property in Sindhudurg

By Manu Vardhan Kannan

Published on January 8, 2026

Brij Hotels has announced the signing of a new coastal resort in Sindhudurg, marking the brand’s thoughtful expansion into one of India’s most untouched and evocative shorelines. Located just north of Goa, the upcoming property reflects Brij’s continued focus on destinations that offer privacy, authenticity, and a deep sense of place.

The resort is strategically positioned a short drive from MOPA International Airport and just 15 minutes from Sindhudurg Airport, ensuring easy access while remaining beautifully secluded. Set along a pristine white-sand beach, Brij Sindhudurg will feature private beachfront villas designed to blend seclusion with the effortless rhythm of slow luxury.

Guests will be able to step directly onto the sand from their villas and experience the coastline through carefully curated, nature-led activities. These include early-morning dolphin sightings, guided snorkelling in clear coastal waters, and quiet water-based journeys that highlight the region’s rich marine life.

Evenings at the resort will unfold with intimate beachside dining experiences, where locally inspired coastal delicacies are prepared simply and enjoyed against the sound of the waves. Cultural encounters will form a key part of the stay, bringing Sindhudurg’s soul to life through interactions with local communities, regional storytelling, and traditions deeply rooted in the Konkan way of life.

Intimate in scale and soulful in design, Brij Sindhudurg promises a rare and romantic escape that remains closely connected to its surroundings and the unspoilt charm of the region.

Commenting on the signing, Udit Kumar, Co-Founder of Brij Hotels, said, “Sindhudurg represents everything Brij stands for today, quiet luxury, privacy, and a sense of discovery. This is a coastline that has remained beautifully untouched, and our intent is to preserve that essence while creating a deeply romantic and immersive retreat. With Brij Sindhudurg, we’re not just adding a destination, but opening a new chapter in how luxury coastal travel is experienced in India.”

The signing reinforces Brij Hotels’ strategy of expanding into raw, aspirational, and largely undiscovered destinations, offering guests rare access to landscapes untouched by mass tourism while delivering understated luxury and meaningful travel experiences.

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