The more impactful function of the OTAs is marketing and massive exposure for your hotel. It is a digital billboard that is paying you back. Over 95% of your bookings are impacted one way or another by your online presence; Booking .com and Expedia have more online exposure than all hotel franchisors combined.
While there are multiple caveats for these data, but in general, it emphasizes the importance of supporting your brand's loyal guests and recognition. While the OTAs have upheaved the booking habit of the travel industry, fighting with them would be futile. Instead, the hotels and franchisers need to explore the means to coexist with them and adjust to new realities without decimating brand recognition.
OTAs enjoy multiple advantages to the current franchise models, but it will be very tough if not impossible for the OTAs to emulate the brand uniformity and recognition. At this time, that is the winning card for the hotels.
71% of consumers say they're more likely to buy a product or service from a brand they recognize. Brands with distinct brand and marketing consistency can benefit from being easily identified, which can help save money, build your brand, and increase trust.