Independent hoteliers should be thoughtful for all the on line platforms available to the prospect customer (OTAs, GDS, hotel site).
The first step is for the hotel to be properly distributed to key important platforms, starting with the On Line Travel Agencies (OTAs).
OTAs dedicate massive marketing budgets –compared to the independent hotels’ ones – to be the global preferred search sites they are, for potential hotel customers. Independent hotels should benefit from becoming visible through those channels. It is a sensible and cost effective advertising investment, as hotels compensate the OTAs by commission payment, based on results.