How to increase direct booking?

Posted on 15/06/2023 by Yann Gouriou

To increase direct bookings, hotels must focus on attracting potential guests to book directly through their websites or other direct channels, such as call centers and walk-ins. Here is a comprehensive strategy to achieve this:

1. Optimize your hotel website:

  • Make your website visually appealing, user-friendly, and mobile-responsive.
  • Ensure that the website loads quickly and offers a seamless booking experience.
  • Clearly display special offers, promotions, and best rate guarantees on the homepage.
  • Include high-quality images, engaging descriptions, and guest reviews to showcase your hotel's unique selling points.
  • Implement an easy-to-use booking engine that streamlines the reservation process.

2. Offer exclusive benefits for direct bookings:

  • Provide special incentives for guests who book directly, such as discounted rates, room upgrades, or complimentary services (e.g., breakfast, Wi-Fi, spa treatments).
  • Create loyalty programs that reward repeat guests for booking directly with points, discounts, or other perks.
  • Clearly communicate the benefits of booking directly on your website, social media channels, and email marketing campaigns.

3. Leverage Search Engine Optimization (SEO) and Pay-Per-Click (PPC) advertising:

  • Optimize your website for relevant keywords to improve organic search rankings.
  • Implement local SEO strategies to target potential guests searching for accommodations in your area.
  • Invest in PPC advertising to drive highly targeted traffic to your website and improve visibility for important search terms.

4. Utilize email marketing and retargeting campaigns:

  • Send targeted email campaigns to past guests, offering exclusive promotions or personalized recommendations to encourage direct bookings.
  • Implement retargeting campaigns to re-engage website visitors who abandoned the booking process or browsed without making a reservation.

5. Engage with guests on social media:

  • Actively promote your hotel and direct booking incentives on social media platforms.
  • Share engaging content, such as behind-the-scenes stories, local attractions, and guest experiences.
  • Respond to guest inquiries and engage in conversations to build rapport and trust.

6. Collaborate with local businesses and events:

  • Partner with local attractions, restaurants, or event organizers to offer exclusive packages or promotions for direct bookings.
  • Promote these partnerships on your website, social media channels, and other marketing materials to reach potential guests interested in local experiences. 

7. Train your staff to encourage direct bookings:

  • Ensure that your staff is well-trained to promote the benefits of direct bookings to guests during phone calls, check-ins, and check-outs.
  • Create an internal incentive program to reward staff members who successfully drive direct bookings.
By implementing these strategies, hotels can effectively drive more direct bookings, reducing their dependency on third-party intermediaries and increasing overall revenue.


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