On social media, many travelers have shared negative experiences in Phu Quoc and Ha Giang (now Tuyen Quang), where their bookings were canceled upon arrival or they were informed rooms were unavailable. Numerous local accommodation owners, particularly in Ha Giang, have called for limiting app-based bookings to mitigate risks. However, industry experts assert that these incidents highlight operational chain issues at destinations rather than inherent flaws in the online travel agency (OTA) model.

Online travel agencies (OTAs) such as Booking, Agoda, and Airbnb provide platforms for travelers to book hotel rooms, flights, and other travel services online. Users can search, compare prices, and read reviews to complete bookings through a single app or website, rather than engaging directly with individual hotels.

For Vietnamese travelers frequently venturing abroad, OTAs are regarded as the most effective booking channel.

Travel blogger Phan The Anh utilizes OTA platforms for about 90% of his international trips, valuing their convenience. He notes that entire itineraries can be centrally managed on one application, facilitating easy price comparisons among various options.

A website booking screen. Photo: Ez

Hoang Xuan Don, Director of the Dong Van Karst Plateau Global Geopark Management Board, notes that most visitors to the area still book accommodations through acquaintances, tour operators, or direct transactions. He attributes this primarily to accommodations lacking professional operations and both guests and hosts being unaccustomed to working with third parties.

He views OTAs as a global trend, reducing travel time and costs, particularly beneficial for independent travelers who do not opt for all-inclusive tours. He emphasizes that booking through OTAs or other channels carries risks if service quality and compliance are not guaranteed.

"One cannot dismiss OTAs because of a few incidents. The core issue remains the professionalism and integrity of the service provider," Don stated.

From a travel agency perspective, Bui Thanh Tu, Marketing Director at Best Price, believes that incidents of "ghosted bookings" or "booking not received" typically stem from the operational chain at the destination, rather than directly from OTAs.

In developed markets, hotels frequently utilize synchronized inventory management systems, which update in real-time and strictly uphold contractual agreements. This ensures that once a room is listed, it must be sold without arbitrary cancellations.

Conversely, in Vietnam, many small hotels, boutique establishments, or homestays still rely on manual management, leading to slow inventory updates. Some even intentionally overbook to secure higher prices at the last minute. In certain instances, accommodations cease collaboration with OTAs but fail to remove room listings or sell rooms through multiple B2B intermediaries, causing data discrepancies.

A representative from La Siesta Classic Ma May hotel in Hanoi noted that booking cancellations or hotels reporting no booking received often occur with smaller accommodation types, such as apartments. These establishments typically lack professional e-commerce departments and often delegate room sales to third parties.

Insufficient control over room inventory, failure to check confirmation emails, or reliance on multi-layered supply chains elevate risks. The hotel representative observed that OTA system errors, if they occur, are typically rare or global issues; most incidents originate from human factors and operational practices.

Wyndham Grand Phu Quoc, meanwhile, reports that OTA sales comprise about 40% of the facility's over 1,000 rooms. For OTA channels directly connecting the hotel and the platform, booking and incident resolution processes are relatively secure and transparent.

However, the resort's representative stated that some current booking platforms function as 'open markets,' enabling various agencies to sell rooms on a single application. In these situations, a guest's booking does not transmit directly from the app to the hotel but rather passes through one or more intermediaries. If inventory information is not updated promptly, duplicate or unavailable rooms are highly probable.

A homestay room for rent in Lo Lo Chai village, Lung Cu, Ha Giang. Photo: Ngoc Thanh

According to blogger The Anh, despite their convenience, travelers should not rely entirely on OTAs. In specific markets such as Japan or Taiwan, he often prioritizes booking directly through hotel websites. Many establishments in these regions offer better prices or exclusive room packages for direct bookings, sometimes including perks like free breakfast or late check-out, which international platforms may not provide.

He consistently logs into member accounts to access special prices and earn points. He also compares the same hotel across two to three OTAs, as each platform offers distinct promotional policies. He prioritizes rooms with free cancellation options, allowing him to monitor and rebook if prices decrease.

Regarding safety, he notes that large hotels, international chains, or establishments with consistent reviews typically feature well-synchronized systems and present fewer risks. Conversely, for small hotels, homestays, or destinations in developing countries, he proactively sends confirmation messages via the OTA platform or directly emails the hotel with the booking code.

He also monitors the frequency of recent reviews. If an accommodation has not received new reviews for many months, or even a year, he exercises particular caution. This can signal unstable operations or a discontinued connection with the booking platform.

Experts concur that no booking channel offers absolute safety. Direct booking through a hotel provides flexibility and ease of communication for special requests. However, it carries risks from fraudulent fan pages and websites, and direct bank transfers can be difficult to dispute in cases of fraud.

Booking through a reputable travel agency offers an intermediary to manage incidents, though travelers must select a legally sound entity. While OTAs provide convenience, price transparency, and comparison capabilities, resolving issues typically follows standard, time-consuming procedures.

Despite some limitations, OTAs are considered an irreversible trend. In Vietnam, this model saw significant growth from 2015-2016 and boomed after Covid-19, driven by consumer digitalization and an increase in young and independent international travelers, according to a Best Price representative.

OTAs enable small hotels to expand their market reach without substantial initial marketing costs, while also enhancing price transparency for customers. Conversely, over-reliance on OTAs can lead many accommodations to lose control over pricing, with profit margins diminished by commissions.

According to Tu, travel agencies (TAs) and OTAs should not be mutually exclusive or call for boycotts, as each fulfills a distinct role. OTAs cater to individual, young travelers seeking quick bookings, whereas travel agencies focus on families, premium guests, group travelers, or those requiring a higher level of assurance.

Tu Nguyen