The verdict in three sentences
A group of 3 hotels, whether on Senegal's Petite-Côte or in Singapore, that depends on OTAs pays 15 to 18% commission every year on a large share of its room revenue. A group website with an integrated booking engine, budgeted between 4,000,000 and 7,500,000 FCFA (about 6,100 to 11,430 EUR), then costs 1.5 to 3% of the sales it generates, five to ten times less. The realistic goal of 30% direct bookings is reachable in 12 to 18 months if the site offers a best-rate guarantee and card and mobile money payment (Wave in Senegal, local wallets elsewhere).
OTA vs direct booking: the calculation that matters
| Channel | Cost to the hotel | Guest data | Payment | Note |
|---|---|---|---|---|
| Booking.com | 15 to 18% (2026 order of magnitude) | Limited | Card, often at the hotel | Strong European reach |
| Expedia | 15 to 18% | Limited | Card | Long-haul travellers |
| Direct site + engine | 1.5 to 3% of booked revenue | Full | Card, Wave, Orange Money | Loyalty possible |
| Phone and WhatsApp | Staff time | Full | Transfer, Wave, on site | No secure payment |
| Agencies and tour operators | 20 to 30% discount | None | Invoicing | Guaranteed volume in season |
The direct site does not replace OTAs: it reduces their share. OTAs remain useful for discovery, especially among European travellers. The winning strategy is to capture directly the returning guests, the diaspora and the local weekend crowd, who prefer to pay by mobile money.
The group website budget
| Item | Range (FCFA, 2026 order of magnitude) | Comment |
|---|---|---|
| Group site for 3 hotels, FR/EN | 2,500,000 to 4,000,000 | Hotel, room, restaurant and activity pages |
| Booking engine integration | 600,000 to 1,200,000 | Connection to the channel manager |
| Card and Wave payment | 400,000 to 900,000 | Deposit or full payment |
| Photos and drone video | 500,000 to 1,400,000 | Often the best investment |
| Total project | 4,000,000 to 7,500,000 | 8-week timeline |
| Booking engine | 1.5 to 3% of booked revenue | Or fixed monthly subscription |
| Hosting and maintenance | 75,000 to 150,000 FCFA/month | Depending on monitoring level |
The channel manager is the critical piece: it syncs availability between the site, Booking and Expedia to prevent overbooking. If the group lacks one, add its subscription, often 50,000 to 150,000 FCFA per month per hotel depending on the vendor.
What makes guests book direct
Three levers really shift bookings. A best-rate guarantee on the site, with a visible perk (free breakfast, upgrade, airport transfer). A booking flow of 3 screens maximum, tested on mobile over slow connections. Local payment methods: regional guests readily pay by mobile money, while cards remain dominant among Europeans and Asians.
Add one page per hotel optimised for searches such as "hotel with pool" or "beachfront hotel" in the destination, plus a meetings offer with a quote form: corporate clients book dozens of room nights at once.
Mini case study
Ousmane, sales director of a group of 3 hotels on Senegal's Petite-Côte (hypothetical persona), generates 900,000,000 FCFA of room revenue per year, 55% via OTAs and 15% direct.
- Current OTA commissions: 495,000,000 × 16.5% = 81,675,000 FCFA per year.
- Goal: move from 15 to 30% direct, shifting 135,000,000 FCFA away from OTAs.
- Commission avoided: 135,000,000 × 16.5% = 22,275,000 FCFA, minus the engine at 2.5% (3,375,000 FCFA), or 18,900,000 FCFA net savings per year.
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
With a 6,000,000 FCFA project, payback comes in under 4 months once the goal is reached. Even halfway (22% direct), savings exceed 8,000,000 FCFA per year.
FAQ
How much does a hotel group website cost?
Between 4,000,000 and 7,500,000 FCFA in 2026 for 3 hotels, booking engine and payment included, in 8 weeks. The engine then takes 1.5 to 3% of booked revenue.
Can a hotel site accept mobile money such as Wave?
Yes, through a compatible payment provider or the merchant API. It is often used for a 30 to 50% deposit, with the balance paid on arrival.
Should we leave Booking.com?
No. The goal is to reduce their share, for example from 55% to 40%, while keeping their visibility among international travellers.
Is a best-rate guarantee compatible with OTA contracts?
Rate parity clauses have been widely relaxed in Europe and elsewhere. At minimum, you can offer non-price perks on the direct site, such as a transfer or upgrade.
How long to reach 30% direct?
Plan 12 to 18 months, with steady work on search visibility, campaigns to past guests and the weekend market.
Let's scope your project. Send us the number of hotels, rooms and your current management tool: we will price the scope, indicative budget and launch schedule. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
