Techtalks: Traveltech

As an OTA website owner, we get a lot of traffic from metasearch sites. but we are trying to move away from that, how do we reduce the dependency on these metasearch sites and increase the direct channel share to our website?

image placeholder

asked  Dec 13, 2022

image placeholder
Olexander Kolisnykov, Editor at AltexSoft

answered  Jan 10, 2023


Hi there

There are several directions here. 

  1. Audit your SEO efforts and consider the ways to improve your visibility. Review technical details and content. You may consider content marketing and creating dedicated, SEO-optimized landing pages for your target deals. 
  2. Run email marketing campaigns to promote discounted deals and packages if you have those.
  3. Try advert campaigns both in Google (or search engine that most of your prospects use) and in social media. 

Check our article on OTA marketing. We tell more about different techniques there. Or watch our video on that.

image placeholder
YT Converter

answered  Apr 2, 2023


Hi there! It's great to hear that you're looking to increase the direct channel share to your website and reduce your dependency on metasearch sites. Here are a few suggestions that may help you achieve your goal:

  1. Optimize your website: Make sure your website is user-friendly, easy to navigate, and provides all the necessary information that travelers are looking for. This will help to improve your website's search engine ranking and attract more organic traffic.

  2. Build a loyal customer base: Offer incentives to encourage customers to book directly on your website, such as loyalty programs, special discounts, or exclusive offers. This will help to build a loyal customer base that will return to your website for future bookings.

  3. Invest in digital marketing: Use targeted digital marketing campaigns to reach potential customers and promote your website. You can use paid search, social media advertising and email marketing to drive traffic to your website.

  4. Improve your SEO: Use search engine optimization (SEO) techniques to improve your website's visibility and ranking on search engines. This includes optimizing your website's content, meta tags, and backlinks.

  5. Partner with other travel websites: Collaborate with other travel websites and bloggers to promote your website and increase your reach. You can offer them commission or incentives for every booking that they refer to your website.

Overall, reducing your dependency on metasearch sites and increasing your direct channel share will take time and effort. By following these suggestions, you can attract more direct bookings to your website and improve your bottom line. Good luck!

image placeholder
Lester Shaw

answered  Nov 2, 2023


Thanks for the info guys, you have saved me a lot of time.