Who's Really Setting Your Room Rates? The Truth About OTAs in 2026

OTAs have been an integral part of hotel distribution for years, helping properties reach millions of potential guests around the world. But for many hoteliers, the relationship has become increasingly complicated.

From unexpected discounting and rate disparities to phishing scams and guest confusion, hotels are finding themselves dealing with challenges that extend far beyond simply filling rooms. What was once primarily a distribution conversation is now becoming one about brand protection, guest trust and commercial control.

In the latest episode of Revenue Rocks, we sit down with Terry McCartney, Owner/Manager, Belmore Court & Motel, and Ian Hunt, Acting Group Sales & Marketing Manager, Cusack Hotel Group. to discuss the realities of managing OTA relationships in 2026. Together, they share real experiences from the front line, including the impact of unauthorised promotions, the operational burden of fraud, and the ongoing battle to encourage guests to book direct.

Importantly, this isn't about criticising OTAs. They remain valuable partners and play an important role in hotel distribution when used strategically. The discussion is about understanding where the relationship works, where it doesn't, and how hotels can protect both their revenue strategy and their reputation.

It's an honest, practical conversation packed with insights for General Managers, Revenue Managers and commercial teams navigating today's increasingly complex distribution landscape.

So grab a coffee, settle down and take a listen below!

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