OTA distribution is one of the most misunderstood parts of the vacation rental and resort lodging industry. Many property managers believe that distribution simply means listing inventory on Airbnb or Booking dot com and waiting for reservations. Others believe that distribution only matters for small operators. Some assume that direct booking alone is enough to sustain year round occupancy. These assumptions often limit revenue and prevent properties from reaching their full earning potential.
This article explains the most common misconceptions property managers have about OTA distribution and replaces them with a clear understanding of how OTAs actually work, how their algorithms determine ranking, and how managers can unlock more revenue and visibility by approaching distribution strategically instead of passively.
If you want a detailed review of your OTA performance and how to improve it, you can schedule time with RedAwning here:
Schedule a time to speak with RedAwning
Misconception One
Listing on a few channels is enough
Many managers believe that once they list properties on Airbnb and Vrbo, they have completed their distribution strategy. The reality is that distribution depends on where travelers actually book, and travelers use different platforms for different reasons. Booking dot com performs strongly with international travelers and hotel oriented trip planning. Airbnb performs best for unique stays. Vrbo is widely used by families and larger group travelers. Expedia attracts travelers who prefer traditional travel packages.
Relying on only one or two channels limits visibility and exposes managers to risk if demand on any one platform weakens. Distribution works best when listings are present on every major OTA with consistent pricing, optimized content, and reliable availability syncing. This creates multiple top of funnel discovery paths and increases booking probability.
Misconception Two
OTAs hurt direct bookings
A common belief is that listing on OTAs reduces direct bookings. In reality, OTAs amplify direct bookings when distribution is optimized. The most successful brands in hospitality appear on all major OTAs and still maintain strong direct channels. This happens because travelers often discover a property on an OTA and later book directly after recognizing the brand.
Visibility creates familiarity. Familiarity increases trust. Trust leads to direct bookings. Removing distribution does not increase direct bookings. It lowers both direct and OTA bookings by reducing visibility.
The operators who achieve the strongest direct booking performance are often the ones with the strongest OTA visibility.
Misconception Three
OTAs prioritize the lowest price
Price influences OTA ranking, but it is not the only factor. OTAs score listings based on conversion, availability accuracy, content completeness, response time, cancellation behavior, and guest satisfaction. A listing with a slightly higher rate but strong performance across these factors can outrank lower priced competitors.
The real ranking factors include:
- Conversion rate compared to similar listings
- Calendar accuracy
- Rate competitiveness
- Review quality and review count
- Response time
- Cancellation rate
- Photo quality
- Listing completeness
- Historical booking performance
- Traveler behavior within the platform
This is why a strong distribution strategy includes not only pricing optimization but also content management, calendar reliability, and listing performance monitoring.
Misconception Four
Manual management is enough
Many managers still update OTAs manually. They log in to adjust rates, change availability, or modify content. Manual management leads to inconsistent data. Even small mismatches between platforms trigger ranking penalties. OTAs expect real time updates, and manual processes cannot keep up with changes in demand, cancellations, or last minute bookings.
Distribution needs to be automated, not because automation is convenient, but because the algorithm rewards accuracy. A PMS integrated with an optimized distribution engine ensures listings remain accurate and up to date across every channel without manual work.
Misconception Five
All channel managers are the same
Not all distribution tools are created equal. Some channel managers only update calendars and rates but do nothing to optimize listing quality or OTA performance. Others sync only one way, which leads to mismatched data. Some tools are slow to process updates, causing rate disparities that lower ranking.
A complete distribution engine does the following:
- Optimizes content specific to each OTA
- Analyzes performance signals
- Improves conversion probability
- Adjusts pricing based on demand
- Maintains full two way synchronization
- Prevents revenue loss from mismatches
- Increases visibility across every channel
This is why the strongest results come from pairing a PMS with a specialized revenue and distribution partner.
If you want to compare your current distribution approach with a fully optimized system, you can connect with RedAwning here:
Talk with RedAwning about your OTA strategy
Misconception Six
Distribution is only important during peak season
Some operators assume that demand is guaranteed during peak seasons and that distribution matters only when markets slow down. In reality, distribution affects every season. During peak travel periods, optimized listings capture higher rates and convert more frequently because they appear earlier in search results. During slower seasons, distribution is the single biggest driver of occupancy.
Distribution is not seasonal. Visibility is valuable year round, and most operators underestimate the amount of revenue they lose during shoulder seasons due to limited or inconsistent distribution.
Misconception Seven
Distribution increases cancellations
Cancellations are a function of guest behavior, booking policies, and calendar accuracy, not distribution volume. Strong distribution paired with accurate syncing reduces cancellations because travelers have access to correct rates and availability. OTAs actually penalize listings with frequent cancellations. Optimized distribution minimizes this by keeping rate integrity consistent and preventing mismatched information.
What High Performing Managers Understand About OTA Distribution
The highest performing property managers do not leave distribution to chance. They understand that:
- Distribution creates visibility
- Visibility drives search impressions
- Search impressions drive bookings
- Bookings drive reviews
- Reviews drive ranking
- Ranking drives more visibility
- Visibility improves direct bookings
This cycle continues indefinitely when distribution is optimized.
Managers who outperform competitors invest in distribution early and build their revenue strategy around it.
Why PMS Integration with RedAwning Fixes the Most Common Distribution Errors
RedAwning connects directly to leading PMS platforms to ensure that distribution is accurate, optimized, and revenue driven. This integration solves the most common errors property managers face:
- Inconsistent pricing
- Slow OTA updates
- Double bookings
- Incorrect minimum stay rules
- Calendar mismatches
- Content discrepancies
- Low conversion
- Ranking penalties
By connecting a PMS with RedAwning’s distribution engine, managers gain the ability to reach more travelers, fill more dates, and generate more revenue without increasing workload.
Final Thoughts
OTA distribution is one of the most powerful tools available to property managers. When approached strategically, it increases visibility, improves occupancy, strengthens direct booking performance, and enhances owner satisfaction. Misconceptions about OTAs prevent managers from earning the revenue they are capable of generating.
A PMS combined with an automated revenue and distribution engine eliminates these misconceptions and replaces them with clear, measurable results.
If you want to understand how to optimize OTA distribution across your entire portfolio, you can schedule a time to speak with RedAwning here:
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