• Travel-tech

2025 OTA Trends Reshaping Independent Hotels: AI, Social Media, and Airbnb’s New Playbook 2025 OTA Trends Reshaping Independent Hotels: AI, Social Media, and Airbnb’s New Playbook

The landscape of online travel agencies (OTAs) is evolving at an unprecedented pace in 2025, driven by cutting-edge technologies and shifting consumer behaviors. For independent hotels and bed-and-breakfasts across sub-Saharan Africa, understanding these changes is crucial to staying competitive and profitable. Vincent Goemaere, Vice President of Independent Hotel Solutions at Lighthouse, highlights three pivotal OTA trends transforming the industry this year and offers actionable strategies for hoteliers to adapt effectively.

Artificial Intelligence Takes Center Stage in Booking Experiences

Leading OTAs like Booking.com and Expedia have integrated advanced artificial intelligence (AI) tools, including direct connections with OpenAI’s GPT-5, to revolutionize how travelers search and book accommodations. Instead of scrolling through endless listings, guests now engage in conversational AI queries such as, “Find me a family-friendly hotel in Nairobi near major attractions,” receiving instant, tailored recommendations powered by OTA data.

This shift means that properties with comprehensive, accurate, and visually appealing listings gain a significant advantage in AI-driven search results. High-quality photos, detailed descriptions, and robust guest reviews are no longer optional but essential to capture AI algorithms’ favor and secure visibility.

To respond, independent hoteliers should:

  • Keep OTA profiles meticulously updated with fresh images and rich content.
  • Actively manage guest reviews, responding promptly to enhance reputation and AI ranking.
  • Balance OTA exposure with a strong direct booking strategy, encouraging guests to book through the hotel’s own channels to build loyalty and improve profitability.
  • Leverage guest data collected post-stay to foster repeat visits via personalized emails or loyalty programs.
  • Optimize hotel websites for AI search engines by ensuring crawlability and structured data, increasing chances of being referenced in AI recommendations.

Social Media Platforms Evolve into Direct Booking Channels

The boundary between social media and travel booking is rapidly dissolving. Platforms like TikTok and Instagram are no longer just sources of inspiration but have become direct booking gateways. TikTok’s recent launch of an in-app hotel booking feature, powered by Booking.com, allows users to reserve stays without leaving the app. Similarly, Expedia’s Trip Matching uses AI to transform Instagram Reels into ready-made itineraries with bookable hotels.

This trend reflects the preferences of younger travelers, especially millennials, with 80% relying on social media for travel decisions. For independent hotels, this means social media presence is now a critical sales channel, not just a marketing tool.

Vincent Goemaere advises hoteliers to:

  • Build and maintain an active, consistent social media presence that aligns visually and thematically with OTA listings and the hotel’s website.
  • Collaborate with trusted influencers and loyal guests to create authentic content that resonates with potential travelers.
  • Integrate direct booking links in social bios, posts, and stories to streamline the path from inspiration to reservation.

Airbnb’s Strategic Expansion into Independent Hotels and B& Bs

Airbnb is shifting its focus beyond short-term home rentals to aggressively include independent hotels and licensed B& Bs, aiming to compete head-to-head with Booking.com and Expedia. This move is partly a response to tightening short-term rental regulations and a strategy to capture a broader share of global demand.

Key changes include Airbnb’s adoption of a host-only fee structure, where a 15.5% commission replaces the previous split-fee model, simplifying pricing transparency for travelers. This adjustment aligns Airbnb’s pricing more closely with traditional OTAs, intensifying competition but also opening new visibility opportunities for independent properties.

However, this expansion brings challenges such as increased search competition, pricing pressure, and the need for active engagement to maintain visibility within Airbnb’s algorithm.

To navigate this evolving landscape, independent hoteliers should:

  • Experiment with Airbnb cautiously, starting during low-demand periods and closely monitoring performance metrics to ensure alignment with desired guest profiles.
  • Adjust pricing strategies to remain competitive under the new host-only commission model, ensuring rate parity and profitability across all channels.
  • Maintain proactive review management and rapid response times to boost algorithmic visibility.
  • Differentiate their offerings by emphasizing authentic experiences and unique local features in photos and descriptions tailored to Airbnb’s audience.

Adapting to a Converging OTA Ecosystem

The overarching theme for 2025 is convergence: AI, social media, and OTAs are merging into seamless platforms where travelers find inspiration, compare options, and book—all in one place. For independent hotels in Africa, success hinges on agility and strategic balance. While OTAs remain vital for visibility, hoteliers must also cultivate direct booking channels to retain control over guest relationships and profitability.

Vincent Goemaere encapsulates this approach: “The question isn’t whether OTAs are good or bad for your hotel. It’s how you can turn them into profitable partnerships. Stay present where travelers search, but make sure to highlight direct booking advantages and turn guests into loyal direct customers when they arrive.”

In a market where technology and consumer expectations evolve rapidly, independent hotels that embrace these trends—leveraging AI optimization, social media booking power, and strategic Airbnb participation—will be best positioned to thrive in 2025 and beyond.