Having a weak website experience doesn't only hurt your chances for direct bookings.

It hurts ALL your booking opportunities.

Here are some helpful examples: 

Example A.)

A guest may not enjoy being on your website but will still book through an OTA.

Likely because they feel they are trustworthy and reliable. Makes sense right?

You got the booking, congratulations.

But you're paying a hefty commission to an OTA.

There goes a big chunk of your margins.

Example B.)

Your website and brand may be so weak by the guest's standards that they won't even book your hotel through an OTA at all.

There goes your opportunity as a whole.

In short:

If you're not optimizing your website to show trust and security, you'll lose margin to OTAs.

If you're not designing your website to connect with your guest on an emotional level you'll lose the booking in its entirety.