Florida just had a record year. How much of yours came direct?
143.3 million visitors came to Florida in 2025. This free audit reveals how much of your property's share is routed through OTAs first: who owns your name on Google, how bookable your website really is, and what winning bookings back direct is worth.
The numbers behind a record year
Florida tourism has never been bigger. The audit below reveals, property by property, how much of it OTAs are keeping.
Three things the data says
Public research on how bookings reach independent hotels, and what it means for a Florida property.
Commissions scale with your success.
OTAs charge 15 to 25% commission per reservation. At Florida's 2025 average daily rate of $193.69, that is roughly $29 to $48 from every night booked through them.
The busier your property, the larger that number grows. Industry research suggests independent hotels can realistically shift up to 30% of their bookings to direct channels, which is exactly the opportunity the audit measures for your property.
Guests are already looking for your front door.
Nearly two thirds of travelers who discover a hotel on an OTA go on to visit that hotel's own website before deciding where to book. They are checking your rates, your photos, and how easy you are to book.
Whether that visit turns into a direct booking depends on what they find: a rate that holds its own, a fast booking path, and a website that shows up when they search your name. Those are the exact checks in the audit.
Direct guests show up.
Industry distribution studies consistently find that reservations made on a hotel's own website cancel at a fraction of the rate of OTA reservations; one multi-year study of 680 hotels measured direct cancellations at 18.2% while some major booking channels ran far higher.
A direct booking is not just commission saved. It is a more committed guest, a relationship you own, and a rebooking you do not have to pay for twice.
Sources: Visit Florida research (2025 visitation, properties, occupancy, and rate data); Phocuswright travel research; hotel distribution studies as reported by PhocusWire; roommaster industry research.
Who is behind this research?
This report and the free audit are built by roommaster, a hospitality technology company that has served independent hotels for over 30 years. roommaster is on a mission to help independent hoteliers operate simply and win more direct bookings with one all-in-one hotel management platform: the PMS at its core, with booking engine, channel manager, payments, and AI-powered revenue management working as one system, and AI woven in where it genuinely helps, from pricing to guest communication. Built by people with real front desk experience.
Every check in the audit reflects that mission: showing independent hoteliers exactly where bookings are slipping to OTAs, and what winning them back is worth.
Visit roommaster.com
FAQ
Where does the audit data come from?
Everything is public and pulled live when you run the audit: the prices booking sites publish for your rooms, the Google results for your hotel's name, your own website, and the public profiles of hotels near you. We never touch your PMS, your bookings, or anything private.
Why do my own Google searches look different?
Google personalizes your results. Because you visit your own website often, it ranks higher for you than it does for your guests. The audit shows the neutral results your guests see.
Is the opportunity estimate accurate?
It starts from your live rates and Florida market averages from Visit Florida research. You can then adjust rooms, rate, occupancy, and booking mix to your actual figures and it recalculates instantly.
What happens after I run it?
Your results open on a new page and we email you a link to revisit them. If you'd like a specialist to walk through your numbers, you can book a 15-minute call. That part is entirely up to you.
Who is roommaster?
We've built hospitality technology for independent hotels for over 30 years: property management, booking engine, channel manager, and payments in one platform. Built by hoteliers, for hoteliers.
