How to Increase your Ranking on OTAs

For hoteliers, getting their listings to rank high on OTAs (online travel agencies) like Booking.com and Expedia can make a huge difference in their success. But achieving top rankings isn’t just about having a great listing; it’s about understanding the technology behind OTA algorithms and using that knowledge to stay ahead. This is where ranking optimization comes into play. We will explain this innovative solution further in the blog. 

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Why Your OTA Ranking Can Make or Break Your Success

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The hospitality industry is more competitive than ever, especially in popular travel destinations. Today, nearly 70% of hotel bookings happen through OTAs (online travel agencies). And with travelers often opting for a new hotel for each trip, being listed on OTAs isn’t just an option, it’s a necessity.

But simply being listed isn’t enough. With over 28 million properties on Booking.com alone, standing out has become critical to securing bookings.

Your OTA ranking directly affects your visibility and revenue. Listings on the first page of search results capture the lion’s share of bookings. In fact, according to Expedia, 75% of travelers book properties within the first 15 search results. If your property ranks lower, even the highest quality or best value can go unnoticed.

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The Science Behind the OTA Ranking System

Let’s answer the question,how do OTAs rank hotels? OTA platforms rely on sophisticated algorithms to decide which listings appear at the top of search results. These algorithms aren’t static; they continuously evolve, incorporating new data points and prioritizing different metrics. At their core, OTA algorithms aim to maximize guest satisfaction and profitability. Here’s how they work:

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Data-Driven Decision-Making

OTA platforms collect vast amounts of data from user behavior, such as the number of clicks, time spent on a listing, and conversion rates. Listings that generate high engagement are categorized as more attractive and pushed higher up in rankings.

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Dynamic Parameters

Factors like pricing, availability, response times, cancellation rates, and guest reviews are constantly analyzed. A listing with competitive pricing and high responsiveness will outperform others.

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Search Engine Optimization

SEO, or Search Engine Optimization, is the art of making content easy to find and rank high in search results. It works by strategically using relevant keywords that match what people are searching for. For Online Travel Agencies like Booking.com, SEO works similarly. They scan listings for specific keywords and rank them in search results accordingly. These keywords aren’t static, they shift with seasons, demand, and trends. By regularly updating your listing with the right terms, you can ensure it stays competitive and easy for travelers to find.

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How To Increase Your Ranking on OTAs

Every OTA has its own unique algorithm for ranking listings. Staying informed about these differences and updates in the algorithms is essential to stay competitive. In this blog we go deeper into how the algorithms of the different OTAs work. 

In general to rank higher on OTAs, quality is key. From your listing descriptions to your photos and amenities, every detail matters. Prioritizing SEO-friendly content and high-quality elements will make your property stand out.

Not sure where to start? Download our free Booking.com checklist, a step-by-step guide to optimizing your listing and increasing visibility on this popular platform.

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The Missing Piece in Revenue Management

Revenue managers have been neglecting one crucial factor that significantly impacts a hotel's performance: online visibility. Even the most perfect revenue management strategy will fail to deliver the desired results if your hotel is not visible online.

A top ranking enables more flexibility for your pricing and revenue management. Higher-ranked properties can optimize pricing and occupancy strategies to maximize profits. For example, highly ranked listings often enjoy higher demand to implement higher pricing without sacrificing bookings.

This is where OTA ranking optimization offers a solution, it combines better OTA visibility with innovative revenue management to maximize the revenue of your hotel.

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How Otamiser’s Booster®️ is Revolutionizing Revenue Management

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Otamiser’s Booster®️ is transforming the landscape of revenue management by bridging the gap between online visibility and revenue management. Unlike traditional tools, Booster®️ implements an advanced algorithm to optimize OTA rankings, dynamically positioning your listings for maximum exposure and engagement.

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Here’s How It Works:

1. Data Analysis: By analyzing the top-performing listings on major online travel agencies like Booking.com, the Booster®️ algorithm identifies the parameters currently influencing the ranking of listings. This continuous process ensures that your property stays ahead of the competition.
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2. Real-Time Adjustments: Over 900 ranking parameters, including booking windows and amenity descriptions, are fine-tuned to match OTA algorithm priorities. This real-time optimization signals to OTAs that your property is actively managed, a critical factor in maintaining a high position.
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3. Market Analysis: Local market trends, competitor performance, and guest behavior insights are incorporated into the optimization process. These data-driven strategies refine your listings to appeal to the right audience at the right time.
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4. Content Enhancement: Engaging and SEO-optimized descriptions are crafted to attract guest interest while aligning seamlessly with OTA search algorithms. This targeted approach maximizes your property’s visibility and appeal.

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Personalized Revenue Management: The Secret Weapon

What sets Booster®️ apart is its combination with personalized revenue management. We are adding the missing piece (visibility) to revenue management. This isn’t just about adjusting prices, it’s about creating a cohesive strategy that aligns with your business goals.

Every client is assigned to a dedicated revenue manager. They work closely with you to understand your property’s unique challenges and opportunities, tailoring strategies to achieve maximum results.

This approach delivers substantial results for hotels, on average they see an increase in views of 150% and this results in an average 24% increase in revenue. 

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Case Study: The Hamptons Boutique Bed and Breakfast

Background:
Nestled in Ghent, Belgium, The Hamptons Boutique B&B was struggling to gain traction on Booking.com. Despite offering high-quality rooms and services, their listings were buried in the OTA search results, leading to missed opportunities and stagnant revenue.

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Solution:
By implementing Booster®️, the property saw immediate improvements. The algorithm optimized descriptions and enhanced content quality. The higher visibility on OTAs was combined with a personalized revenue management strategy. Thanks to this innovative approach the hotel experienced incredible growth in key KPIs.

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Results:

• 282.26% Increase in Visibility: Search result views skyrocketed, placing The Hamptons on the highest positions on the OTAs like Booking.com. 
• 47% Revenue Growth: Improved visibility allowed for higher rates and last-minute bookings, leading to 47% increase in revenue. 

Read the full case study here. 

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Take the First Step to OTA Success

OTA rankings don’t have to be complicated. With Booster®️, you get the tools and support to make your property stand out. We’ll help you get noticed, attract more bookings, and grow your revenue. 

Don’t let your competitors take the lead. Book a call with Otamiser today and discover how Booster®️ can unlock the full potential of your hotel.

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