Insights

How Independent Hoteliers Can Boost Bookings with the Right Distribution Mix

Think you're already using the best distribution strategy? Think again.

Many independent hoteliers rely on just two or three booking channels, but that limited reach can leave nearly half of your potential revenue on the table. In this webinar, Lighthouse’s Alex Savich dives into the high-impact opportunities that come from optimizing your distribution mix without overcomplicating your workflow.

If you missed the live session, you can now catch the full replay – and keep reading for the most actionable insights.

The Real Cost of a Limited Distribution Strategy

An inefficient channel mix isn’t just a missed opportunity, it’s a direct hit to your bottom line. Lighthouse data shows:

  • Relying only on Booking.com? You’re missing up to 46% of your booking potential

  • Using just Booking.com + a direct booking engine? You still leave over 27% untapped

  • Even with Booking.com, Expedia, and a direct booking engine, you’re likely still short 16%

More channels mean more visibility, more bookings and more revenue!

Know Your Guest, Then Choose Your Channels

The best distribution strategy is guest-centric. Instead of casting a wide net, cast a smart one:

  • Budget-conscious travelers? Go-to OTAs like Booking.com and Expedia are key

  • Business guests? Tap into GDS and corporate platforms like HRS

  • Staycationers? Focus on direct campaigns and social geo-targeting

  • Families? Showcase value on review-friendly platforms and packages

Your guests shift throughout the year. Your channel mix should too.

Types of Channels to Consider

It’s not about replacing Booking.com. It’s about building the right mix:

  • Direct Booking Channels: Maximize profits and guest loyalty

  • Global OTAs: Expand reach quickly (but be mindful of commissions)

  • Local or niche OTAs: Lower fees, better alignment with target demographics

  • Metasearch Platforms: Google Hotels, Tripadvisor, KAYAK

  • GDS + Wholesalers: Still strong in markets like Scandinavia and southern Europe

6 Ways to Optimize Your Distribution Like a Pro

1. Use a Channel Manager
Automate pricing, availability, and inventory updates across all platforms.

2. Bulk-Update Rates
Easily Adjust room types and pricing in just a few clicks – no manual entry mistakes.

3. Automate Pricing with Lighthouse’s Pricing Manager
Scan competitors, occupancy, and local demand to always price smart.

4. Evaluate Channel Performance Regularly
Know where bookings come from and optimize accordingly.

5. Keep Your Net RevPAR in Focus
Don't just chase volume, chase profit.

6. Automate Guest Communications
Integrated email tools keep guests informed and staff stress-free.

Why Direct Bookings Are Still the Gold Standard

Let’s be honest – nothing beats direct. Yet most independent hotels only see 20% or less in direct revenue. Here’s how to change that:

  • A mobile-friendly, high-converting website

  • A seamless booking engine with rate comparison and clear benefits

  • Stunning imagery and clear room descriptions

  • Secure payments and flexible options

  • Promotions, packages, and personalization

🎯 Aim for at least 30% direct bookings – it’s healthier, more sustainable, and more profitable.

Final Takeaways

You don’t need more tools – you need the right tools. Lighthouse’s all-in-one platform simplifies commercial strategy for independent hoteliers, helping you:

  • Expand visibility through a smart, balanced distribution mix

  • Automate pricing and availability while staying in control

  • Maximize direct bookings and reduce OTA costs

  • Make confident, data-driven decisions

Ready to grow bookings and cut commission costs?