Some hotels are on two portals, others on fifteen, because "more channels = more bookings". In theory. In practice, every extra portal means another profile to update, messages to handle, rates to check, and one more risk of overbooking or rate disparity.
For a small hotel the right question isn't "how many portals should I be on?" but "which booking portals actually bring the guests I want, at a sustainable cost?" Here's how to choose.
Before choosing: who are your guests?
Every portal is strong with a certain kind of guest. First, answer these questions:
- Which countries do your guests come from (or would you like them to)?
- What kind of trip are they on: holiday, business, events, families, groups?
- How far ahead do they book?
- What length of stay is typical?
A beach hotel for Italian and German families has different needs from a city hotel with business and conference guests.
The main portals at a glance
| Portal | Strengths | Things to consider |
|---|---|---|
| Booking.com | European leader, huge visibility, strong in all markets | Dependency; programmes and promotions raise the cost |
| Expedia (and Hotels.com) | Strong in non-European markets, US and UK, flight + hotel packages | Commissions often 15–20%, smaller share in some EU markets |
| Airbnb | Guests looking for experiences, longer stays, families | Built for homes; useful for some hotel types |
| Google (free links) | Sends guests to your website, no cost per click | Requires a connected booking engine |
| Niche portals | Specific guests: families, cycling, mountains, wellness, pets | Lower volumes, but very targeted guests |
| Business portals / agencies | Companies, business travel, groups | Often negotiated rates |
According to HOTREC data, Booking Holdings and Expedia Group together control the vast majority of OTA bookings in Europe. For most small European hotels, then, the base is Booking.com, with Expedia as the second channel to evaluate.
How to decide: 5 practical criteria
1. The market
If a large share of your guests comes from the US, UK or outside Europe, Expedia makes more sense. If you're strong in a specific market (e.g. Germany), look at the leading portals in that country.
2. The real cost
Don't look only at the base commission: factor in programmes, discounts, payment costs and management time. More in how much an OTA booking really costs you.
3. Guest quality
Some channels bring guests with more cancellations, shorter stays or harsher reviews. After a few months, compare by channel: cancellations, average stay, extra spend, review scores.
4. The time you have
Every portal needs looking after: photos, copy, replies, promotions. Two well-managed portals beat eight half-abandoned ones.
5. The technical connection
Without a channel manager, managing more than two portals is risky: manual updates mean mistakes and overbookings. See booking engine and channel manager: what does an independent hotel really need?.
A typical strategy for a small hotel
- Website with booking engine connected to Google's free links: the most important channel.
- Booking.com managed carefully: complete profile, great photos, promotions used wisely.
- A second portal chosen by market (often Expedia).
- One or two niche channels if your hotel has a clear target.
- Direct deals with companies, local agencies or event organisers.
How to evaluate a portal after 6 months
Draw up a balance sheet for each channel: bookings, net revenue after commission, cancellations, time spent. If a portal brings few bookings and lots of work, close it without regrets.
Frequently asked questions
Does being on more portals increase visibility?
Partly, but each portal must be looked after. A neglected profile with old photos and slow replies can do more harm than good.
Is Airbnb worth it for a hotel?
For some properties, yes: hotels with large rooms, apartments, family options or long stays. Consider whether your product matches what the platform's users are looking for.
Do I need a channel manager for two portals?
It's strongly recommended. Even with two portals plus your website, updating availability and prices by hand exposes you to costly mistakes.
Want to know which portals suit your hotel?
With our free marketing audit we analyse your sales channels, their real cost and the quality of the guests they bring, and recommend the best mix for you.
Sources: HOTREC – European Hotel Distribution Study 2026, OTA commission analyses 2026.
