Booking can be one of the most important sales channels for many hotels.
Its reach, recognition and capacity to generate demand are hard to ignore.
The problem appears when an excessive share of our bookings depends on a single intermediary.
Reducing that dependence does not mean abandoning Booking.
It means building a more balanced distribution strategy.
First: understand how much you really depend on it
Before making changes, we must analyse what percentage of our bookings comes from each channel.
For example:
- Booking;
- Expedia;
- own website;
- phone;
- email;
- agencies;
- companies;
- groups.
We should also look at the net revenue each one generates after commissions and costs.
Improve your direct channel
The first step is usually to strengthen the website and the booking engine.
A user who searches for our hotel directly should find a simple, reliable experience.
The website must quickly answer basic questions:
- what rooms are there?
- how much do they cost?
- what does the rate include?
- can I cancel?
- how do I book?
The process should be as simple as possible.
Give reasons to book directly
If the conditions are exactly the same, many users will choose the platform they already know.
We can offer certain advantages to direct guests.
For example:
- more flexible conditions;
- small extras;
- exclusive discounts;
- late check-out subject to availability;
- breakfast;
- parking;
- room upgrade.
The key is that there is a perceived difference.
Work on relationships with past guests
A guest who already knows our property can be much easier to convert into a direct customer.
That is why loyalty is a very important tool.
We can encourage future bookings through:
- email marketing;
- promo codes;
- benefits for returning guests;
- post-stay communication.
Take advantage of the shop-window effect
Many guests discover a hotel on Booking and then look for its website.
This behaviour creates an opportunity.
If they find a professional website, good photographs, a simple booking process and some additional benefit, they may end up booking directly.
Diversify your channels
It can also be worthwhile to work with other segments.
For example:
- companies;
- groups;
- local agencies;
- events;
- corporate agreements.
The more diversified our demand, the lower our dependence on a single channel.
Don't eliminate a channel that works
Booking can remain a fundamental part of the strategy.
The goal is not to reduce bookings for the sake of it.
It is to improve the balance.
A healthy distribution combines visibility, volume, cost and profitability.
At Almaris Hospitality we analyse precisely that balance to identify improvement opportunities in each property's distribution.
Because getting bookings is important.
But getting them in the most profitable way possible is even more so.