The verdict in three sentences
For a hotel group, each direct booking is an OTA commission saved (15 to 25%). The 2026 budget for a multi-brand site connected to the PMS and channel manager runs from 20,000 to 50,000 EUR ex. VAT, depending on the number of properties and the booking engine. The math is simple: above a certain volume, the site pays for itself in avoided commissions within months.
The hidden cost of OTAs
Booking.com, Expedia and peers take a 15 to 25% commission on every night sold. For a group doing several million euros in accommodation revenue, the amount handed to OTAs is considerable.
| Metric (8-hotel group) | Via OTA | Via direct site |
|---|---|---|
| Average commission | 18% | 2.5% (payment fees) |
| Cost on 100,000 EUR of bookings | 18,000 EUR | 2,500 EUR |
| Control of customer relationship | Weak | Total (loyalty) |
| Customer data (email, history) | No | Yes |
| Upsell (upgrade, spa) | Limited | Built into the journey |
Shifting even 10 points of bookings from OTA to direct on a group selling 2M EUR/year in accommodation means roughly 150,000 to 200,000 EUR in commissions saved per year.
The technical architecture of direct booking
The site alone isn't enough: it must connect to the hotelier's tech stack. Three building blocks matter.
| Item | 2026 range (EUR ex. VAT) | Role |
|---|---|---|
| Multi-brand site (CMS) | 8,000 - 18,000 | One base, several hotel identities |
| Booking engine | 4,000 - 12,000 | Real-time rates, cart, payment |
| PMS connector | 3,000 - 9,000 | Availability/rate sync |
| Channel manager integration | 2,000 - 6,000 | Rate parity, inventory |
| Multilingual (EN/ES/+) | 2,000 - 5,000 | International clientele |
The PMS connector (Opera, Mews, Thais...) and channel manager are the critical technical items: they ensure availability shown on the site is real and rates stay consistent everywhere. A rate parity error can be costly in OTA penalties.
Mini case study
Sophie, distribution director of an 8-hotel group in Miami, invests 34,000 EUR ex. VAT in a multi-brand site with booking engine and Mews connector. Before: 22% direct bookings. Target: 35%.
Over 12 months the direct share rises to 33%, i.e. about 11 points shifted from OTAs. On 2.1M EUR of accommodation revenue, those 11 points represent 231,000 EUR of bookings moved to direct, and about 35,000 EUR in commissions saved over the year, plus the value of recovered customer data. The site pays for itself in year one, then generates recurring savings.
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FAQ
How much do you really save by going direct?
Between 15 and 25% commission per booking shifted from OTA to the direct site. For a group doing 1M EUR in OTA bookings, each 10% tranche moved to direct saves roughly 75,000 to 100,000 EUR in commissions per year.
Is the PMS connector really essential?
Yes, without it the site shows false availability and creates overbookings. The PMS connector (Mews, Opera, Thais) is the most important technical item and should never be improvised.
How long to connect an 8-hotel group?
Count 12 to 20 weeks: the multi-brand foundation and first connected hotel take the most time, later ones are added faster. Plan a rigorous acceptance phase on rate parity.
One site per hotel or one group site?
A multi-brand site (one technical base, several identities) is the best compromise: cost sharing, booking-engine consistency and cross-property loyalty.
What maintenance budget for a connected hotel site?
Between 5,000 and 12,000 EUR/year, because PMS/channel manager connectors evolve and the booking engine needs monitoring. It's an investment paid back by saved commissions.
Let's scope your project. Multi-brand hotel site, booking engine, PMS connector and channel manager, indicative budget 20,000-50,000 EUR ex. VAT. 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.
