Why Small Hotels Should Work with Travel Agents in 2025

Blog 6: Why Small Hotels Need Travel Agents — Now More Than Ever

At Antravia, we work with hotels around the world. Not chains. Not corporate groups. Real independent hotels. The kind where the owner still walks the property. Where people remember your name. Where you’re not just another number in a booking system.

These hotels have character. But what they often don’t have is scale.

That’s why working with travel agents matters. Because visibility, trust, and the ability to tell your story through the right channels are more important than ever.

This blog is for small hotels — whether you’re a family-run B&B, an eco-retreat, a countryside inn, or a boutique hotel in the city — who want to grow the right way.

Travel Agents Are Not Your Competition

Let’s clear this up. Travel agents are not competing with OTAs. They are solving a completely different problem.

When someone books on a platform, they’re usually price shopping. When they work with a travel agent, they’re looking for advice. They want personal recommendations, not 400 reviews and a search filter.

Agents sell trust. They send guests who are already warm. Already qualified. Already aligned with what you offer. They don’t just book your rooms. They explain your value.

The Right Agents Bring the Right Guests

Small hotels don’t need thousands of clicks. They need the right people to walk through the door.

A good travel agent already knows who that guest is. If they’re sending someone to your property, it’s because they believe it’s a match. That means fewer cancellations, fewer complaints, and more repeat business.

Travel agents are especially valuable if your hotel is:

• Off the beaten path

• Built around a theme, lifestyle, or experience

• Popular with specific types of travelers (wellness, food, slow travel, family)

• Looking to grow international business without increasing overhead

Agents help you build long-term relationships, not just fill gaps in the calendar.

Agents Give You Visibility Without OTA Dependence

Most small hotels list on at least one or two major OTAs. It makes sense. But the commissions are high — often 15 to 20 percent — and the control is limited.

With a travel agent, the model is different. You agree a commission up front. You’re not paying to be shown to everyone. You’re being introduced to clients who are already a good fit.

Unlike OTAs, agents take the time to explain your story. They highlight the things that make you different. Not just the rate and the distance from the airport.

Agents Build Confidence in Your Brand

If your hotel is not widely known, has limited online reviews, or sits in a location that’s not a mainstream destination, working with travel agents helps close that gap.

Guests trust their agent. And when the agent trusts you, that trust transfers.

This is especially important for:

• Newer hotels

• Properties with unique features or limited availability

• Hotels that offer something different from what the market expects

Travel agents don’t just increase bookings. They reduce friction and improve the guest experience from the start.

It’s Not Just for Luxury Hotels

There is still a perception that only five-star resorts work with travel agents. That is outdated. Some of the best agent–hotel partnerships we see are with small, locally owned properties that offer something meaningful.

This includes:

• Family hotels and inns

• Rural eco-lodges

• Historic properties and city boutiques

• Apartments with service and character

The travel trade is not just about glitz. It is about fit. Agents want properties they can trust to deliver a good experience. If you offer that, you’re in.

U.S. Hotels: This Matters More Than Ever

If you are a small hotel based in the United States, now is the time to think about your international presence. Since the pandemic, the U.S. has seen a noticeable drop in inbound travel. According to the National Travel and Tourism Office, international arrivals to the U.S. were still below 2019 levels as of early 2024.

At the same time, #BrandUSA has renewed its focus on bringing long-haul travelers back. Campaigns are running across key markets like the UK, Germany, and Canada — encouraging international visitors to explore beyond the big cities.

This is an opportunity for small U.S. hotels. But it only works if international travelers can find you — and trust you.

Travel agents are already part of this recovery. They are rebuilding long-haul travel confidence. They are the ones explaining small-town charm, nature-based experiences, and off-grid escapes to European and Asian markets.

If you are in the U.S. and want to be part of that conversation, working with the travel trade is one of the fastest and most cost-effective ways to get there.

How to Start Working with Travel Agents

You don’t need a full sales team to begin. You need a few core things:

• Clear rate sheets with commission included

• A simple one-page info pack about your hotel

• Good photos

• A direct contact for agent queries

• A willingness to respond quickly and professionally

You can also:

• Join a consortia or representation group

• Offer added value for agent clients (room upgrade, early check-in, welcome note)

• Create special packages that are easy to explain and sell

Start small. Be consistent. Build relationships.

Final Thought

Small hotels offer something no chain can. They offer character, story, and connection.

But to reach the right guests — especially in a world where people are overwhelmed with choice — you need partners who can advocate for you. Travel agents are not just a distribution channel. They are a bridge. And they are already working with the kinds of clients who want what you offer.

At Antravia, we help small hotels build better partnerships with travel agents and international markets. We help you price smarter, present better, and grow with confidence.

Want to grow bookings and reduce your reliance on OTAs?
We offer one-off advisory sessions for independent hotels looking to connect with the right travel agents.

Book a chat with us here