Hotels Leverage CDP To Reduce OTA Dependence
Hotels are increasingly using Customer Data Platforms (CDPs) to reduce reliance on online travel agencies (OTAs), the article reports, noting that OTAs generated about 77% of European hotel bookings in 2024. By unifying PMS, booking engines, survey feedback and POS into first-party profiles, CDPs enable personalized campaigns, retargeting repeat guests, and automated journeys. That shift can lower commission costs and drive higher direct bookings and loyalty.
Key Points
- 1Use Customer Data Platforms to unify guest data across PMS, booking engines, and POS.
- 2Enable stronger personalization, segmentation, and automated campaigns to outcompete OTAs’ single-channel view.
- 3Reduce commission costs and increase direct bookings by targeting repeat guests and loyalty-driven offers.
Scoring Rationale
Practical, actionable guidance for hospitality teams, but limited novelty and largely promotional single-vendor perspective and focus.
Sources
Public references used for this report.
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