The overlooked revenue channel hotels should revisit in 2026

Travel agency and GDS distribution can complement direct bookings, strengthen ADR, and stabilize demand in a more competitive market

As hotels plan for a more competitive 2026, many are still prioritizing the shift from OTAs to direct bookings. However, industry voices such as Noelani Schroy, VP of Global Territory Sales at Onyx, highlight that one of the most profitable yet overlooked opportunities lies in the travel agency and GDS ecosystem. She describes this “middle space” as a high-value channel that can improve revenue mix while maintaining distribution balance. The video emphasizes that positioning GDS as a complementary channel rather than a legacy one can help hotels achieve stronger performance and greater stability.

Key takeaways

• High-value guest segment: Travel agency and GDS bookings often deliver higher-spending guests, longer stays, and consistently lower cancellation rates than other channels.
• Complementary distribution role: Treating GDS alongside direct bookings helps optimize channel mix rather than forcing a direct-versus-intermediary trade-off.
• Cost-efficient visibility: Hotels can improve advisor visibility without the higher commission structures typical of OTA distribution.
• Operational quick wins: Small commission adjustments, faster payment cycles, and better advisor communication can quickly increase agency engagement.
• Short-term growth actions: Practical 90-day initiatives across sales, marketing, revenue, and distribution can strengthen agency share and support off-peak demand.
• Retention over acquisition: Maintaining repeat agency relationships is typically more cost-effective than continually acquiring new demand sources.

Source: Onyx CenterSource

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