OTAs vs. Direct Bookings: Balancing Channels in 2026

In 2026, the debate is no longer "OTAs or direct," but rather which mix maximizes margin and predictability. Here are the numbers and choices to make.

The Real Cost of Each Channel

• Booking.com: 15-18% commission + marketing costs for visibility.
• Airbnb: 14-16% host-side + 14% guest-side (impacts the final price).
• Vrbo: 8% commission + optional annual subscription.
• Direct Website: 1-3% Stripe fees + direct marketing costs (Google Ads, SEO).

The Recommended Mix

For most property managers in Italy: 50-60% OTAs for volume, 25-35% direct for margin, 10-15% repeat customers. Direct bookings below 20% are a red flag.

How to Shift the Mix Towards Direct

• Fast website with integrated booking engine.
• WhatsApp for post-stay follow-up and repeat customer discount codes.
• Email database with segmentation by area and property type.
• Direct payments via Stripe to close bookings in chat.

HopySuite + Stripe allow you to transform WhatsApp into a low-cost direct sales channel. Book a demo.