In short: it is not an all-or-nothing choice: OTAs help guests discover your property, while the direct channel retains the value of already acquired guests. The right balance depends on your numbers.
The false all-or-nothing dilemma
The right question is not 'OTA or direct website', but 'what balance between the two maximizes net revenue and stability'. OTAs remain irreplaceable for discovering new clients who don't yet know the property; the direct channel is where you retain the value of already acquired guests.
The advantages of OTAs that no direct site easily replicates
Booking and Airbnb bring huge organic traffic, handle payments and guarantees that reassure guests, and offer international visibility that an individual property could never achieve on its own with the same investment.
The advantages of the direct channel
No commissions, complete control over communication with the guest, the ability to build a direct relationship (email, WhatsApp) to propose future stays, and no dependence on any changes to algorithms or third-party platform policies.
How to estimate the balance point
A rule of thumb: OTAs remain the main channel for acquiring new guests, while the direct channel should be built primarily for those who already know the property—past guests, word of mouth, direct name searches. Trying to compete with Booking on finding new clients, starting from scratch, is almost always a losing battle from the start.
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2026 doesn't change the substance, it changes the tools
What has changed in recent years is not the logic (which remains the same), but the ease with which you can now activate a minimal direct channel—QR code, simple page, calendar—without the technical investments that were needed even just five years ago.
A practical example of a healthy balance
Many properties that manage both channels well report a typical ratio of 70-80% bookings from OTAs and 20-30% direct after a few years of consistent work on their own channel—a balance that is built gradually, not overnight, and which still leaves OTAs with the primary role of acquisition.
What to monitor over time to see if the strategy works
The clearest sign that the direct channel is working is not the absolute number of direct bookings, but its percentage growth relative to the total over time: an upward trend, even a slow one, indicates that the strategy is retaining more value from already acquired guests month after month.
Frequently asked questions
How do I find the balance?
Calculate how much you pay in commissions with the Booking and Airbnb commission calculator and estimate how many bookings you can shift.
Do I risk double bookings?
Sync calendars with iCal or a channel manager.
How much does the direct channel cost?
It depends on the plan: check the plans.
How can I try it?
With a 14-day free trial. Discover the page for short-term rentals and B&Bs.
3 steps to take today
- Calculate last year's commissions.
- Activate the direct channel for returning guests.
- Review the numbers after three months.
Read also
- Managing 5 short-term rental apartments: costs
- Small B&B chain: maintaining the same hospitality standards
- How to reduce Booking and Airbnb commissions: 2026 strategies
