Hotel technology provider Operto has rolled out a new assessment tool designed to help hotels identify and counter the impact of predatory online travel agencies (OTAs) on their brand visibility and revenue. The tool, available from 18 August 2026, gives hotels a clear view of which third-party sites are bidding on their brand name in search results and estimates the potential revenue loss from diverted bookings.
Predatory OTAs frequently bid on hotel names in Google Search, causing their ads to appear above the hotel's official website. Operto's data shows that 75% of branded hotel searches feature competing OTA ads, with an average of nine OTAs vying for a hotel's name. This practice leads to significant commission leakage and a loss of direct bookings, undermining hoteliers' control over guest relationships and data.
The assessment provides a detailed breakdown of third-party sites bidding on a hotel's 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 ability to manage guest experience and loyalty.
AI-powered brand protection
Operto ONE's AI Marketing Agent offers a solution by continuously monitoring Google Search, optimising brand protection campaigns, and flagging misleading ads. This allows hotels to protect their branded search without needing extensive marketing expertise. The agent provides regular 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.”
The launch comes as hotels increasingly seek to reduce OTA dependence and boost direct bookings. Tools like Operto's are part of a broader trend in hospitality technology to give properties more control over their digital presence. For travel professionals, this development underscores the importance of brand protection in an era of intense online competition.
Hotels can access the assessment and learn more about Operto ONE at operto.com/one.
