Paid booking links are prioritized at the top of the search results and provide greater visibility, helping to increase click-through rates and ultimately drive more bookings. On the other hand, free booking links are listed below and receive far less visibility, essentially failing to shift bookings from OTAs to your website. Ironically, free listings may end up costing you more money as OTAs gain greater visibility and win the bookings. Hence, investing in paid booking links can be an effective strategy to improve your direct booking performance and increase your revenue potential.