Integrate OTA channels directly or integrate
with channel manager system?
What's better for PMS?

If you'd like to integrate OTAs directly, first of all you need to contact them and ask for an API documentation. In some cases it can take a long time, because OTA choose very carefully an API partners to connect. Sometimes partner requests are rejected because the partner does not meet certain selection criteria. Some large OTAs have completely suspended new API partners connection for undefined period

Integration with channel manager

In this case you just need to choose the best channel manager partner and contact with them. How to choose a channel partner you can read in my previous article.
Usually, channel managers are always open for new partnerships and getting their API docs for integration will not be a challenge :)

Once you got all the API docs from the OTAs you need, you can start the development process.On this stage you should attract well skilled programmers and designers to work together. Every OTA channel has its own features and logic, so you need to combine this into a single user-friendly interface. Some OTAs has a simple API docs and they just need to receive rates and availability from PMS, but some OTAs has more complex API which include content API, messaging API, Reviews API, Room&Rate Management etc, so development may take several months

Integration with channel manager

In this case you just need to make 1 API integration with the channel manager you have chosen and think over the interface in your PMS where your users be able to connect channel manager.

Once you have finished an integration you still need to support it. OTAs make changes in their API, adding a new methods and you always should be in touch with the and make adjustments in a timely manner. It's your time and money.

Integration with channel manager

In this case, OTA channels integration support is a part of channel manager partner work.
You just need to support one PMS<>ChM integration and that's all.

The more customer base all round the world you have, the more OTA channels you need to implement into your PMS. For instance, some channels for local markets can be needed. To integrate new channel you need to step back to the stage 1 and contact OTA for their API and integrate the channel directly. It's again your time and money.

Integration with channel manager

Your channel manager partner has a lot of partnered companies - PMS, CRM, other hospitality Apps and number of OTA channels connected will grow continuously. So once your channel manager partner implemented new OTA channel, it will be available for you and your customers automatically without any additional work.
Also if your customers need any local OTA channel, you can ask your channel manager partner to implement it. If you have a good partnership, most likely they won't refuse your request.

If your company wants to succeed, you need to think a lot about customers, their convenience and user experience.
If to talk about software, he best way to achieve it is to provide customers with a one-window solution which will automates all the business processes.
How PMS system can make it? There are two options:

• Integrate OTAs directly into your PMS system, but as we can see this is a long and laborious option.
  
• Find a channel manager partner who will be able to provide you their channel manager API platform for seamless integration into your PMS. In this case you'll get the full channel manager API and just need to design user interface inside your PMS and that's all! You're able to provide your customers with one-window PMS+ChM solution!
  

Don't forget about additional costs that can be caused by the direct integration. For example, some OTAs ask for PCIDSS certificate. So your company must obtain a certificate on its own or find a partner company to provide this service to you.
Also you may need to have several additional servers to storage all the data (updates queue, logs etc)

Integration with channel manager

In this case you don't need to have PCIDSS and additional servers to storage a lot of additional data.
Moreover you can even earn. Some channel managers have a partners programmes, reseller programmes, so you can get a commission for your customer base join.

What option is finally better?

Now it's your time to choose what option is better for your company.
As we can see, direct OTA integrations is a longer, more complicated way, which requires more financial investment.
Seamless channel manager integration will save your time, money and help to find success among the customers.