Independent hotel reliance on OTAs increased in 2025
Cloudbeds' State of Independent Hotels study shows OTA share for independent hotels rose to 63.4% in 2025, up from 61.3% in 2024. North America saw the largest increase, up 3.3 percentage points to 52.7%. While RevPAR grew 19% since 2019, acquisition costs rose 25%, outpacing revenue growth. The study also found OTA cancellation rates near 22%, compared to 10.6% for direct bookings.
Impact and considerations
For independent hotels, rising OTA reliance increases acquisition costs and reduces demand control. Business travelers may face higher rates or fewer direct booking perks. Hotels should focus on AI and direct channels to balance distribution costs and enhance customer relationships.
Key points
- OTA share for independent hotels reached 63.4% in 2025, up from 61.3% in 2024.
- North America saw the largest increase, up 3.3 percentage points to 52.7%.
- RevPAR grew 19%, but acquisition costs rose 25%.
- OTA cancellation rate near 22%, compared to 10.6% for direct bookings.
Sources and time
- Primary source
- PhocusWire / Phocuswright
- Other sources
- 0
- First source publication
- 25 Mar 2026, 15:00
- Page published
- 13 Aug 2026, 08:26
- Last updated
- 25 Mar 2026, 15:00
- Original links
- PhocusWire All News：Independent hotel reliance on OTAs increased in 2025 (opens in a new tab)Primary source · en · Published 25 Mar 2026, 15:00