Booking, Expedia and other online agencies play an important role in hotel distribution.
They offer visibility, access to international markets and an enormous capacity to generate bookings.
The problem appears when too large a share of sales depends exclusively on these intermediaries.
That is why many hotels look to increase their share of direct bookings.
The goal should not be to eliminate OTAs.
The most interesting strategy is usually to use them intelligently while we build a competitive direct channel.
Why do direct bookings matter?
When a guest books directly with the hotel, the cost of intermediation is normally reduced.
In addition, the property can build a more direct relationship with the guest.
This makes it easier to achieve:
- loyalty;
- pre-arrival communication;
- additional sales;
- future campaigns;
- repeat bookings.
But to win direct bookings, we must give users reasons to book with us.
Your website must make booking easy
One of the fundamental points is having a clear, easy-to-use website.
Guests should be able to find quickly:
- rooms;
- prices;
- services;
- photographs;
- conditions;
- availability;
- booking button.
The more steps they have to take, the greater the chance they abandon.
The booking engine matters
The booking engine must work properly on both computer and mobile.
It must also inspire trust.
A slow, unclear or visually outdated process can make a user go back to Booking simply because the process feels easier there.
Offer real benefits
It is not always necessary to compete on price alone.
The hotel can offer exclusive benefits for direct bookings.
For example:
- a better cancellation policy;
- a welcome gift;
- late check-out subject to availability;
- a room upgrade;
- parking;
- breakfast;
- an exclusive rate.
What matters is giving a clear reason to book directly.
Work on your visibility
A good website is of little use if nobody reaches it.
That is why a direct sales strategy can also include:
- SEO;
- Google Business Profile;
- Google Ads campaigns;
- metasearch engines;
- email marketing;
- social media;
- loyalty.
All of these actions must work together.
OTAs and direct sales can coexist
It is not about choosing between Booking and our own website.
OTAs can act as a shop window.
Many users discover a hotel on a platform and later look for its website to compare conditions.
Here an opportunity appears.
If the website inspires trust and offers an attractive proposition, a share of those users may end up booking directly.
Hotel distribution is not about eliminating channels.
It is about making each one play the right role within our strategy.