Ditch the OTA drama: 4 simple ways for hotels to boost direct bookings
Hey there, fellow travel industry entrepreneurs!
Let's get straight to it. We all love filling those rooms , right? But sometimes it feels like we're paying a significant amount to the big Online Travel Agencies (OTAs) just to get guests through the door. Those commission fees? They really cut into your hard-earned revenue.
Imagine a world where more guests book directly with you. More profit in your pocket, full control over the guest experience from the get-go, and the chance to build a real relationship with your visitors. That sounds much better, doesn't it?
Good news! You don't need a massive budget to make this happen. You just need to focus on a few key areas. We're talking simple, actionable strategies that can significantly shift the balance towards those profitable, commission-free direct bookings.
Ready to stop relying so heavily on the middleman and start bringing guests directly to your website? Let's dive into four simple ways you can boost your direct bookings, starting today.
Your personality is your biggest asset
Simple Way #1 - Make your website welcoming and easy to use
Your website is your most important online asset. It's your chance to make a great first impression, showcase what makes you unique, and convince someone to book right now.
But here's the thing: if your website is slow, confusing, looks outdated, or makes booking difficult, potential guests are likely to leave quickly. And guess where they'll go? Yep, back to the easy-to-use OTA sites.
So, let's make your website work for you:
In today's fast-paced world, nobody waits long for a slow website to load. If your site takes more than a few seconds, say goodbye to visitors (and potential bookings!). Get it optimised for speed. You can even test your website’s speed here. Your guests (and search engines!) will appreciate it.
Mobile-Friendly is Essential: Fact: A huge percentage of travellers research and book on their phones. 68% of online traffic for travel and hospitality websites in 2023 was from mobile devices, indicating a strong desire for more mobile accessibility and booking options (Travelperk). If your website isn't easy to use on a mobile device, you're missing out on a lot of potential business. Test it on your phone right now. Is it easy to navigate and book? Test it on other phones too!
Clear Navigation is Key: Guests should be able to find information about your rooms/services, see photos, check availability, and hit that "Book Now" button without any hassle. Keep your navigation clear and intuitive.
Show Off with Great Visuals: High-quality photos and videos are essential. Let people see themselves enjoying your space or experience. Poor quality photos are a major turn-off. Invest in professional photography – it's a worthwhile investment.
Make the Booking Process Simple: Your online booking engine needs to be seamless, secure, and simple. Any difficulty here is a direct booking deterrent. Test it yourself. Is it quick and easy to complete a booking? For many small businesses in travel and hospitality, solutions like Little Hotelier are popular choices known for their ease of use and flexible plans.
Think of your website as your primary online tool – always available, always ready to impress, and always making it easy for guests to book directly.
Simple Way #2 - Give them a reason to book direct -add value to your hotel
Okay, your website is looking sharp and running smoothly. Now, why should a guest book directly with you instead of clicking that familiar "Book on [OTA Name]" button? You need to give your potential guests and yourself some compelling reasons.
This is where you showcase the exclusive perks and value they only get by booking directly through your website. Don't make them hunt for it – feature it prominently on your site!
Here are some ideas to make direct booking irresistible:
Best Rate Guarantee (and Mean It!): This is a classic for a reason. Promise that guests will always find the best rate on your website. If they happen to find a lower publicly available rate elsewhere, match it and maybe even offer an extra perk. Make sure this is clearly stated and easy for guests to understand.
Exclusive Perks & Add-ons: Get creative! What can you offer direct bookers that OTAs can't?
Complimentary welcome drink or amenity
Free upgrade (subject to availability)
Early check-in or late check-out
Discount on on-site services (restaurant, bar)
A small gift or local treat upon arrival
Access to exclusive packages or deals not available elsewhere
Flexibility & Personalisation: Often, booking direct allows for more flexibility with cancellations or modifications compared to restrictive OTA policies. Highlight this! Also, emphasise that booking direct allows you to better understand their needs and personalise their stay.
Loyalty Programs: Encourage repeat direct business with a simple loyalty program. This could be a voucher for a free night's stay, points towards discounts, or special benefits for people who book with you regularly. We'll go into more detail on loyalty strategies in a future post!
Direct Communication: Remind guests that booking direct means they communicate directly with you, the property expert, not a third-party call centre. Guests really appreciate this when they've got specific questions or requests.
Your goal here is to make the value proposition of booking direct so strong that choosing an OTA seems... well, less appealing! Clearly display these benefits on your website, especially on your booking engine pages.
Stand out with your offering
Simple Way #3 - Get found online (be where your guests are looking)
Alright, you've got your beautiful, speedy website loaded with exclusive direct booking perks. It's like having the best party in town, but people don't know where it is! We need to fix that!
Getting more direct bookings means getting more people to visit your website instead of just seeing your listing on an OTA grid. This is all about online visibility – making sure you pop up when potential guests are searching for their next getaway.
Think about how you look for places to stay when you travel. Chances are, you start with a search engine (hello, Google!) or maybe you're scrolling through social media and see something that catches your eye. Your potential guests are doing the exact same thing.
Here’s how you can make sure you're visible when they're looking:
1. Master the art of being found on Google (SEO is your friend)
When someone types " hotel in [Your location]" or "vacation rental near [Local attraction]" into Google, do you show up? Or are you buried on page 7, a place nobody ever visits? Getting found high up in those search results is what Search Engine Optimisation (SEO) is all about.
It sounds techy, but at its core, means making your website attractive to search engines so they understand what you offer and show you to the right people. This involves:
Using the right words: Naturally including the terms people actually search for (like your location, property type, key amenities, nearby landmarks) throughout your website content.
Creating quality content: Writing helpful, engaging descriptions for your rooms and property. This signals to Google that your site is a valuable resource.
Having a healthy website: Ensuring your site loads quickly, is easy to navigate, and works flawlessly on mobile devices (Google likes sites that provide a good user experience).
Getting your website to rank higher takes consistent effort, but the payoff is huge. When someone finds you organically through a search, they often have high intent to book, and you've just bypassed the OTA entirely!
2. Use digital advertising smartly (Get in front of the right people)
While SEO is fantastic for capturing people who are actively searching, digital advertising allows you to proactively reach potential guests who might not even know about you yet, or are in the earlier stages of planning their trip.
Platforms like Google Ads and Social media ads (Facebook, Instagram, etc.) offer powerful targeting options. You can reach people based on their location, interests (like travel, hiking, food), demographics, and even their online behaviour.
Imagine being able to show a visually appealing ad for your unique property to someone scrolling through Instagram who fits the profile of your ideal guest.
Digital advertising can drive immediate, targeted traffic directly to your website and booking engine. It requires a budget, but when planned and executed strategically, it can be a very efficient way to acquire commission-free bookings.
By focusing on both attracting people who are searching (SEO) and reaching out to potential guests where they spend time online (Digital Advertising), you significantly increase the chances of them discovering your property and landing directly on your website, ready to explore your direct booking offers.
Ready to talk about keeping those guests happy and turning them into repeat bookers? Let's move on to the final simple way!
Simple Way #4 - Nurture the guest relationship (turn them into direct booking fans)
Okay, you've done it! You've charmed a guest, they've landed on your amazing website, seen your sweet direct booking perks, found you online, and BAM! They booked direct. High five!
But the journey doesn't end there. Getting that first direct booking is awesome, but turning that guest into a repeat direct booker? That's the ultimate goal. Loyal guests are gold – they cost less to acquire (zero commission!), they often spend more, and they become your best advocates, telling their friends about your place.
How do you turn a first-time direct booker into a huge fan who wouldn't dream of booking anywhere else? It's all about the experience and the relationship.
1. Deliver an exceptional stay (this is non-negotiable!)
Let's be real: no amount of website sparkle or free welcome drinks will make up for a bad experience. The core of repeat business is providing a fantastic stay. Clean rooms, friendly service, addressing issues quickly, and exceeding expectations whenever possible. Focus on the details that make your place special and memorable. A happy guest is the most likely guest to book direct again.
2. Communicate Before, during, and after their stay
Stay connected! This isn't about spamming them, but about providing helpful, timely communication that enhances their experience and reminds them of the personal touch they get by booking direct.
Before Arrival: Send a warm welcome email to confirm the booking (don't forget to remind them about the perks of booking directly!), and provide useful information about check-in, directions, or local tips.
During Stay: Be available and approachable. A quick chat, offering local recommendations, or simply ensuring they have everything they need shows you care. Please don’t turn up in a serious suit and act like the boss! Your guests are ordinary people who appreciate authenticity and charm. Just be yourself, and let your passion for hospitality shine through. Take the time to get to know them and show that you're interested in their life and what they do. Grab the opportunity to share your personal story and your vision for your hotel. Storytelling is a great way to build relationships with your guests. Travellers love a good story, and they're always willing to support it. Read also: Tourist vs Traveller - Spot the differences and adapt your marketing strategy accordingly
After Departure: Send a thank you email. Ask for feedback (I'll cover this in more detail next time!). Just a gentle reminder about the perks of booking direct next time, and maybe throw in a little discount code for regulars. Just remember to stay authentic and avoid overusing clichés and being excessively professional. You could start by making a joke to break the ice, something that will remind them of their stay. Your guests are often touched by the little authentic moments they experience on your premises, and it's the perfect way to evoke emotions and future bookings.
3. Ask for feedback (show that you listen)
You should mention this to your guests while they're staying with you. Just tell them in person that their feedback makes your hotel a better place for your guests. Most of the time guests give you a review while they are staying with you, sometimes they wait until they leave. When its the second case don't forget to drop an email to them and kindly ask them for their review. Don't just be happy when you get a 5* from them. Appreciate the comments and see them as constructive criticism. Go ahead and reply to the review, and say a big thank you for their comments. Why not make a personal comment to show the other guests that you're a natural at communicating? And please avoid answering "thank you for your review, our hotel blah blah blah ". Try to be authentic when answering too.
Passion for your hotel is obvious everywhere
4. Make re-booking direct easy & appealing
In your post-stay communication and on your website, make it incredibly simple for past guests to book direct again. Remind them of the perks they received by booking direct last time. If you have a simple loyalty program (like the one mentioned earlier), remind them of their progress or benefits. Give them a clear call to action to visit your website for their next trip.
5. Build a community (optional, but powerful)
For some properties, building a sense of community can foster incredible loyalty. This could be through social media groups, email newsletters sharing local insights, a blog in your website where you share tips for unforgettable holiday or even hosting small events (if applicable). This keeps you top-of-mind and strengthens the connection beyond just the transaction.
Turning guests into direct booking fans is about building a relationship based on trust, excellent service, and clear value. By focusing on their experience from the moment they consider booking until long after they've left, you create advocates who will bypass the OTAs every time.
Ready to boost your direct bookings?
So there you have it! Four simple, actionable ways to start shifting the balance from those commission-heavy OTAs back to your own pocket.
We talked about making your website a welcoming, easy-to-use place that looks fantastic (Simple Way #1). Then, we layered on the irresistible reasons why guests should book directly with you – those sweet, exclusive perks and best rate guarantees (Simple Way #2). After that, we tackled getting your amazing property found online when people are actually looking, using the power of SEO and smart digital advertising (Simple Way #3). And finally, we wrapped it up with the crucial part: delivering an amazing guest experience and building relationships that turn first-time bookers into loyal fans who always come back to you directly (Simple Way #4).
None of these steps require you to reinvent the wheel or spend a fortune overnight. They're about focusing your efforts strategically on your own platform and your guests.
Boosting direct bookings is a marathon, not a sprint, but by consistently implementing these simple strategies, you'll create a stronger, more profitable business less reliant on third parties. Start with one or two areas you feel you can tackle right now, and build from there. Your bottom line (and your peace of mind!) will thank you.
Ready to start welcoming more guests who booked directly through your site? The time to start is now!
Let me know what you're thinking, what your concerns are and any ideas you might have – just use the form below. I'm more than happy to chat about it with you.
