The OTA Reboot: A Smarter OTA Strategy for Professional Property Managers

9/1/2025

Sponsored by VacationFinder.com

For years, online travel agencies (OTAs) have played a crucial role in driving the growth of the vacation rental industry. But for many professional property managers, that reliance has grown into overdependence. In fact, it’s not uncommon to see 80% or more of bookings coming from just one or two major OTA platforms.

While OTAs can offer visibility, they can also dilute profits, reduce guest loyalty, and insert themselves between you and your customer. This article offers practical guidance on how to strategically expand your distribution, reduce OTA reliance, and move toward a healthier, more sustainable model, with partners who truly support your business.

The Hidden Risks of Overreliance

A high volume of bookings from major OTAs might seem like success, but it can also leave your business vulnerable.

Here’s why:

Commission fees eat into margins, making it harder to compete or reinvest.
You lose control of the guest relationship, from messaging to post-stay marketing.
Policies and pricing can be influenced or overridden by the platform.
Guest loyalty is funneled toward the OTA, not your brand.
Relying too heavily on one or two platforms puts your revenue at risk if algorithms or policies change.
Not all OTAs have the same guests. Don’t leave money on the table!

Building a More Resilient Distribution Strategy

Here are five practical ways to strengthen your booking mix and long-term independence:

Limit Your Risk Exposure: No single OTA should account for more than 30%-40% of your total bookings.
Diversify with Aligned Platforms: Use distribution channels that prioritize professionally managed properties and respect your business model.
Take Advantage of the Billboard Effect: Use OTAs to drive visibility, but bring guests back through direct offers, email capture, and remarketing.
Optimize for Niche Audiences: Smaller or mission-driven platforms often attract highly qualified guests. Tailor your listings to each platform’s unique strengths.
Prioritize Zero-Cost Bookings: Wherever possible, choose partners that allow you to control rates and avoid commissions.

The Role of VacationFinder.com

VacationFinder.com is not just another OTA. It was designed specifically to support professional managers in their journey toward greater control and profitability.

We offer a free-to-list, no-commission platform that integrates with your property management system and respects your role as the merchant of record. Guests pay a small, transparent service fee, while you pay nothing. This makes bookings through VacationFinder.com as cost-efficient as direct bookings.

Our mission is to reduce your dependence on traditional OTAs by providing an ally in your distribution strategy, one that grows with you and helps you maintain ownership of your brand and customer.

Quick Tips to Rebalance Your Booking Channels

Audit your OTA reliance quarterly.
Track cost per booking across all channels.
Set OTA caps and shift budget toward email and direct marketing.
List on at least one professional-first platform like VacationFinder.com.
Measure guest retention rates by source and incentivize rebooking direct.

“Professional managers are the foundation of this industry, but too often, they’re treated like just another inventory source. At VacationFinder.com, we believe your platform partner should work for you, not around you.” —Josh Throneburg, CMO, VacationFinder.com

It’s Time to Partner on a Smarter Strategy

Moving away from traditional OTA overreliance isn’t just possible; it is necessary. Diversify where you list, take control of your bookings, and work with partners that actually invest in your success because we are rooting for you!

VacationFinder.com is one of those partners. If you manage 10 or more professionally managed properties and use an integrated PMS or channel manager, you can list with us today 100% free. No strings.

Start building a better booking strategy by visiting VacationFinder.com/VRMA2025.