India’s tourism is booming, set to hit $38B by 2033, fueled by government campaigns, rising incomes, and aviation growth. Meanwhile, hotels globally face a growing challenge from secondary OTAs undercutting rates. We break down how both trends are reshaping travel, pricing, and direct booking strategies.
We’re diving into two major headlines: the incredible growth of India’s tourism industry and how hotels worldwide are battling the growing problem of rate leakage from secondary OTAs.
India’s tourism market is on a rocket ride, forecasted to grow from $22 billion in 2024 to a staggering $38 billion by 2033. This growth is being driven by a perfect storm of factors: government campaigns like ‘Dekho Apna Desh’ and ‘Swadesh Darshan’, a rapidly expanding middle class, and an explosion in aviation infrastructure, including new airports and more low-cost airline routes.
Global travel brands are paying close attention. Marriott just launched a new hotel brand specifically for the Indian market, Hilton is expanding its footprint, and airlines like Emirates and IndiGo are rapidly adding routes. IndiGo’s move to operate from Delhi's Hindon Airport signals a push to unlock new segments of demand with faster, cheaper connections. Whether it’s domestic tourists exploring their own backyard or Indian travellers heading abroad, the scale of growth is redefining where—and how—the next decade of travel will unfold.
While India’s tourism story is one of growth, the hotel world is facing a quieter but critical crisis—secondary OTAs. These lesser-known booking sites are undercutting hotel rates by scraping prices from wholesalers or affiliate networks, often without the hotel’s permission. It’s a pricing leak that erodes brand trust, confuses customers, and damages profitability.
Independent hotels are feeling it the most. Without the deep pockets of the big chains, many are losing out on direct bookings, spending more on advertising to compete, and watching their margins crumble. Some are responding with private member rates, book-direct discounts, and heavy investment in digital marketing. Others are exploring new tech like Roomangel, a startup designed to help hotels bypass OTA commissions entirely. The takeaway? In a world where distribution channels are multiplying—and often working against the very businesses they sell—controlling your pricing and owning your guest relationships has never been more important.
✅ Watch emerging markets like India—it’s not just a growth story for big hotels but also for STR operators looking to tap into a rising travel economy.
✅ Stay vigilant about your rates. Regularly check where your listings appear and whether rogue OTAs are damaging your pricing integrity.
✅ Double down on direct booking strategies: loyalty perks, cleaner marketing funnels, and better guest communication are no longer optional—they’re survival tools.
Final Thought: The Future Favors Those Who Own Their Audience
Whether it’s riding the wave of India’s booming tourism or navigating the challenges of OTA undercutting, the future belongs to operators who stay proactive. Invest in your brand. Invest in your direct channels. Because in a noisy, fragmented travel landscape, the strongest voice is the one you own.
Ready to elevate your direct booking game? Visit the Boostly website for the tools, strategies, and support you need to succeed in 2025 and beyond. And remember: Book Direct
