This study explores the impact of Online Travel Agencies (OTAs) on the hospitality industry, focusing on pricing, customer experience, and innovation. Analysis of survey data and interviews reveals that OTAs generally improve hotel performance and satisfaction. Key findings include a significant positive effect of OTAs on pricing strategies (40% strong impact) and a strong correlation (r = 0.78, p & 0.001) between OTA reviews and bookings. Regression analysis shows OTA usage frequency (β = 0.45), customer satisfaction (β = 0.38), and innovation (β = 0.29) significantly boost revenues. Despite challenges such as high commission costs (45%) and reduced direct bookings (33.3%), 43.3% of respondents noted OTAs significantly enhance customer experiences. The study highlights open innovation's role, noting accelerated service development. Future trends include AI personalization and experiential travel, offering valuable insights for practitioners and researchers.