The Direct Booking Formula: How to Use PPC to Reduce OTA Dependency

You’re generating bookings. But how many of them are actually yours? For many hotels and resorts, OTA bookings have become a normal part of the distribution mix. They help drive visibility and demand, but they also come with a cost that is often bigger than commission alone. Every OTA booking means less control over the guest relationship, less access to guest data, and more dependency on third-party platforms for future demand. In this webinar, Heads on Pillows breaks down how hotels can use PPC more strategically to reduce OTA dependency and build a stronger direct booking channel. This session covers: The real cost of OTA dependency Why direct bookings matter beyond revenue How PPC supports the guest journey How hotels can choose the right markets and audiences Practical ways to start or optimise PPC campaigns without overspending Whether your property is already investing in PPC or is just starting to explore direct booking growth, this session offers practical insights to help you spend smarter, improve channel balance, and take back more control of your guest relationships. Presented by Heads on Pillows.