An online travel agency, or OTA, is a third-party website — such as a large booking or accommodation marketplace — that lists and sells hotel rooms, taking a commission on each reservation. OTAs offer reach and visibility but erode margins and place the platform, not the hotel, between the property and its guest. Reducing dependence on OTAs by driving direct bookings and referrals is a core goal for many independent hotels.
A reservation made straight with the hotel, avoiding the commission charged by online agencies.
Growth driven by people recommending a business to others based on genuine experience.
A booking or customer that arrives because an existing guest recommended the business.