Operto has introduced a new assessment tool aimed at helping hotels identify and combat the impact of predatory online travel agencies (OTAs) on their brand visibility and revenue. The tool, launched on 18 August 2026, allows hotels to see which third-party sites are targeting their brand in search results and estimate the potential revenue loss from diverted bookings.
Predatory OTAs often bid on hotel names in Google Search, appearing above the hotel's official website. Operto's data reveals that 75% of branded hotel searches feature competing OTA ads, with an average of nine OTAs vying for a hotel's name. This practice can lead to significant commission leakage and loss of direct bookings.
The assessment provides hotels with a detailed view of third-party sites bidding on their name, their visibility in search results, and the associated financial impact. Operto estimates that 8% of direct bookings are lost to these third-party sites, which can also affect the hotel's control over guest relationships.
Operto ONE's AI Marketing Agent offers a solution by monitoring Google Search, optimising brand protection campaigns, and reporting misleading ads. This allows hotels to protect their branded search without needing extensive marketing expertise. The agent provides updates on advertising activity and helps recover direct bookings.
Tim Major, CEO of Operto, stated, “Our assessment gives hotels a much clearer picture of what is happening around their own brand: who is competing for their guests, how visible those sites are, and what that could be costing them in commission and lost direct revenue.”
Hotels can access the assessment and learn more about Operto ONE at operto.com/one
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