Reducing OTA Reliance - How Sleeping Bear Hotels took a leap of belief
Boosting direct business to 65% and reclaiming profits
Sleeping Bear Hotels reduced OTA bookings from 60% through operational streamlining, strategic partnerships, and direct booking focus.
Photo by Hoteliers' Voice Podcast/ Haynes MarComs Ltd
Learn how independent hotels can increase direct bookings and reduce reliance on online travel agencies (OTAs) with Sleeping Bear Hotels and Formula. Discover actionable strategies that can help direct bookings thrive in a competitive market.
In today’s competitive hotel landscape, many independent hotels struggle with high reliance on online travel agencies (OTAs) for bookings. This reliance cuts into profits significantly, often leading to frustration for hotel owners.
With Tudor Hopkins, founder, Sleeping Bear Hotels and Adam Hamadache, CEO and Founder, Formula – digital growth agency for hotels we explore how Sleeping Bear Hotels successfully reduced their OTA dependency and increased direct bookings.
Understanding the Impact of OTA Reliance. Sleeping Bear Hotels, highlights that when he took over, the hotel was generating 60% of its bookings through OTAs. This reliance not only affected profit margins but also reduced the ability to engage directly with guests.
High OTA commissions severely impact profitability. By shifting focus to direct bookings, hotels can keep more revenue in-house and build stronger relationships with guests.
Tudor’s journey started with a shift in business model, removing unprofitable services and focusing solely on room bookings. He streamlined operations, which allowed for better pricing strategies and increased occupancy rates.
The Role of Partnerships in Driving Revenue. Sleeping Bear Hotels took an innovative approach by partnering with local restaurants and attractions.
About Hoteliers' Voice
Hoteliers’ Voice is a podcast and event series offering a rare, "behind-the-curtain" look at the hospitality industry, featuring candid conversations with leaders from world-class brands like Radisson, Virgin Hotels, Red Carnation Hotels, and management keeping operations ticking to deliver exceptional guest experiences.
Hosted by Ryan Haynes. The podcast explores innovation and managing the delicate balance between cutting-edge technology and authentic human service. With interviews of General Managers and department heads, it provides practical insights into how tools like AI, PMS, and social media can empower staff to deliver exceptional experiences, as well as adapting processes to new approaches. It is an essential resource for professionals seeking peer-led strategies to elevate modern guest-centric hospitality.
Media Contact
Ryan Haynes
HOST | Director | Lead Consultant [email protected]