Hotel firms must evolve in order to better cater to the rising tide of home-based travel advisors, according to Savenio Founder, David Brandon.

Speaking at the start of the Savenio Symposium 2025, currently underway at the Intercontinental Hayman Great Barrier Reef, Brandon pointed out that a significant proportion of advisor bookings are going through OTAs due to their offer of up-front commission.

“I know that a lot of agents do not book direct, and they do it through some of the OTAs,” he told the room of 42 Savenio advisors and team members. “Advisors default to the OTAs mainly to get commission straight up front. We get it, they have got bills to pay.”

While OTAs provide quick commission payments, direct bookings through GDS or preferred hotel programs often result in delays. Furthermore, hotel commissions are often diminished by processing fees, he admitted. “You might have 10% commission but by the time you get it, you might end up with seven,” he explained.

However, Brandon believes travel advisors should book directly with preferred hotels rather than with online travel agents in order to ensure the best possible experience for their clients.

When advisors book through OTAs, “it bypasses the GDS,” meaning all preferred hotel programs – along with their perks – are left on the table.

The hotels are losing out too, Brandon continued. Working directly with advisors gives them access to a higher calibre clientele, along with the possibility of repeat bookings and recommendations. “Higher-paying guests stay longer, spend more, and are more loyal,” he said.

Some hotels are leading the way by offering advisors net rates, Brandon pointed out. This means that advisors can add on their percentage while also delivering added value for their clients in the form of various loyalty-building upgrades and perks. “It strengthens loyalty and keeps business within our ecosystem,” he said.

But more needs to be done, he insisted, particularly with the number of home-based agents predicted to soar in the next five years. He is seeking to accelerate the pace of change, highlighting the issue with Savenio’s hotel partners to find a solution.

While OTAs still serve a role in “certain circumstances”, according to Brandon, direct booking needs greater emphasis. “Everything’s got to evolve. Everything’s got to change,” he stressed. “And I think this is a way to move forward, especially for the high end of the hotel industry.”