Maximize Your Hotel's Potential: How to Get More Direct Bookings

How to get more bookings increase direct hotel bookings is a question many hotel managers often grapple with. The answer is simpler than you might think. Here's a quick guide:

• Build direct relationships with guests.
• Use digital marketing effectively.
• Offer compelling incentives.
• Optimize your hotel's website.
• Improve guest experiences.

Direct bookings are crucial for both hotels and guests. These reservations, made directly through your hotel's website, over the phone, or in-person, allow hotels to avoid hefty commission fees from third-party booking platforms. This means more profit for hotels and often better rates for guests.

For hotels, direct bookings mean better guest relationships, personalized service, and more control over guest data. This leads to increased guest loyalty and more positive reviews, further boosting your hotel's reputation and revenue.

I'm Shahar Rubin, founder and CEO of Sail. Through extensive experience with hotel marketing and technology, I've helped many hotels master the art of direct bookings. Let's explore the essentials.

Understanding Direct Bookings

Direct bookings are reservations made directly with your hotel through your website, phone, email, or in-person. Unlike bookings through Online Travel Agencies (OTAs), direct bookings involve no middlemen, giving you a direct relationship with your guests.

Comparison with OTAs

OTAs are popular because they offer extensive reach and convenience. However, they come with downsides:

• High commission fees: OTAs often charge 15-25% per booking.
• Limited guest information: You get minimal data about your guests, limiting personalized service.
• Control issues: The OTA manages the guest experience from booking to the stay.

In contrast, direct bookings give you:

• Full control over guest relationships: You can personalize the guest experience from the start.
• No commission fees: This means more profit per booking.
• Complete guest data: Use this information for better pre-arrival communication and post-stay marketing.

Benefits of Direct Bookings

Direct bookings are a win-win for both hotels and guests. Here’s why:

For Hotels:

1. Higher Profit Margins: Without OTA commissions, you keep more revenue.
2. Better Guest Relationships: Direct communication allows for a more personalized guest experience.
3. Control Over Pricing: You can offer exclusive deals and packages.
4. Ownership of Guest Data: Use this data for targeted marketing and upselling opportunities.

For Guests:

1. Better Rates: Hotels can pass on savings from OTA commissions to guests.
2. Exclusive Offers: Guests often get access to special deals and packages.
3. Improved Service: Direct communication with the hotel can lead to a better overall experience.

Real-World Impact

Consider the case of a hotel in San Francisco. After switching to a direct booking focus with a new system, they saw a 25% increase in booking conversion rates. This change not only improved their bottom line but also lifted their guest experience.

Another example is a hotel in Westchester, New York. By enhancing their direct booking system, they achieved a 16% increase in conversions, showing that even small improvements can lead to significant gains.

Key Takeaways

• Direct bookings are essential for maximizing your hotel's potential.
• Avoid high OTA commissions and keep more of your revenue.
• Build stronger relationships with your guests for repeat business and positive reviews.
• Use guest data to refine your marketing strategies and improve guest experiences.

By focusing on direct bookings, you not only increase your revenue but also improve your guest's experience, leading to higher satisfaction and loyalty.

Next, let’s explore how to optimize your hotel’s website to make direct bookings even more seamless and attractive for your guests.

How to Get More Bookings: Increase Direct Hotel Bookings

Understand Your Target Audience

Knowing who you want to attract is the first step in increasing direct bookings. For example, Marriott focuses on millennials by highlighting experiential stays.

Do your research to identify your main demographics. Are they families, business travelers, or trip seekers? Tailor your offerings to meet their specific needs.

Offer Unique Incentives

Give travelers a reason to book directly with you. Simple perks can go a long way.

• Room Upgrades: About 50% of travelers are more likely to book direct if offered a room upgrade.
• Free Room Service: Almost a quarter of travelers would prefer this incentive.

These add-ons are cost-effective for your business but highly attractive to potential guests.

Highlight Your Hotel's Authenticity

Independent hotels often have a unique connection to their local area. Use this to your advantage.

• Local Attractions: If your hotel is near a theme park or a nature reserve, highlight this on your website.
• Heritage Buildings: If your hotel is in a historical building, make sure to showcase this feature.

Create special promotions around these unique aspects to entice travelers to book directly.

Engage with Exciting Content

Guests want detailed information and to be wowed when visiting your website. Use engaging content to keep them interested.

• Videos: A short video showcasing your hotel and staff can make a big impact.
• Virtual Reality: Offer a 3D virtual tour of your hotel for a 'try before you buy' experience.

Visual storytelling is crucial. The most-viewed images on hotel websites are guest rooms, so lead with high-quality images of your rooms.

Provide Original Promotions

Standard discounts or packages are fine but think outside the box to stand out.

• Experience Packages: Offer packages that plan out activities for guests, saving them time and effort.
• Seasonal Offers: Highlight seasonal attractions or events in your area to create a sense of urgency.

The Commonwealth in Richmond, VA, excels at this. They use clear copy and high-resolution photos to draw in site visitors and highlight what their hotel offers.

By understanding your audience, offering unique incentives, showcasing your authenticity, engaging with exciting content, and providing original promotions, you'll be well on your way to increasing direct bookings.

Next, let's explore how to optimize your hotel's website to make direct bookings even more seamless and attractive for your guests.

Optimize Your Hotel's Website

Your hotel website is often the first interaction potential guests have with your brand. Optimizing it can significantly increase direct bookings. Here’s how:

Responsive Design

A responsive design ensures your website looks great on any device, be it a desktop, tablet, or smartphone. This is crucial since many travelers book rooms on the go. A mobile-responsive design helps keep users engaged and reduces bounce rates.

Clear Navigation

Make your website easy to steer. Visitors should quickly find key information like room types, rates, and amenities. Use a clean layout and intuitive menu structure. The Commonwealth in Richmond, VA, excels at this with clear copy and high-resolution photos that highlight their offerings.

Mobile Optimization

Ensure your website is fully optimized for mobile devices. A mobile-friendly site loads quickly and is easy to steer on smaller screens. This is vital as 76% of UK travelers book online, often using their smartphones.

Quick Checkout

Streamline the booking process to make it as quick and easy as possible. Aim for a maximum of two to three steps to complete a reservation. Use seamless navigation and clear calls-to-action to guide users through the booking process efficiently.

Transparent Pricing

Display all costs upfront, including taxes and fees. Hidden charges can frustrate potential guests and lead to abandoned bookings. Transparency builds trust and encourages more direct bookings.

Comprehensive Information

Provide detailed information about your hotel, including:

• Room Types and Rates: Clearly list the types of rooms available and their respective rates.
• Check-In and Check-Out Times: Make this information easily accessible.
• Facilities and Amenities: Highlight your unique selling points, such as a spa, gym, or restaurant.

Booking Engine

Your booking engine is a critical component. Choose one that offers:

• Reservation Flow: Allows guests to book in just two to three steps.
• Integrations: Syncs with your Property Management System (PMS) and channel manager for real-time updates.
• Payment Options: Supports multiple payment methods and currencies.

Position your booking engine prominently on your site. MADE Hotel NYC places their "Book Now" button in the top right corner and under their hero video for maximum visibility.

Engaging Content

Use high-quality images, engaging copy, and even videos or VR tours to showcase your hotel. Visual storytelling can captivate potential guests and make them more likely to book directly.

By focusing on responsive design, clear navigation, mobile optimization, quick checkout, transparent pricing, comprehensive information, and an efficient booking engine, you can significantly boost your direct bookings.

Next, let's dig into leveraging digital marketing to attract even more direct bookings.

Leverage Digital Marketing

Digital marketing is a powerful tool to increase direct hotel bookings. Here’s how you can use various digital marketing strategies to your advantage:

Search Engine Optimization (SEO)

SEO helps your hotel website rank higher on search engines like Google. This means more potential guests will find you when they search for accommodations.

• Keyword Research: Identify keywords that travelers use to find hotels in your area. Tools like Google Keyword Planner can help.
• On-Page SEO: Optimize your website’s content, meta tags, and headers with these keywords.
• Quality Content: Publish blogs or guides about local attractions and events. This not only helps with SEO but also positions your hotel as a valuable resource.

Social Media Marketing

Social media platforms like Facebook, Instagram, and Twitter are excellent for engaging with potential guests.

• Engaging Content: Share high-quality photos, videos, and stories about your hotel and local area.
• Special Offers: Promote exclusive deals and packages to your social media followers.
• Influencer Collaborations: Partner with travel influencers to reach a broader audience. For instance, hosting influencers at your property can generate buzz and attract direct bookings.

Email Marketing

Email marketing is one of the most cost-effective ways to keep in touch with past and potential guests.

• Build an Email List: Collect email addresses during the booking process and through website sign-ups.
• Personalized Campaigns: Segment your email list based on guest preferences and booking history. Send custom offers and updates.
• Automated Follow-Ups: Use automated emails to remind guests of abandoned bookings or to promote special offers.

Metasearch Engines

Metasearch engines like Google Hotel Ads and Trivago aggregate hotel listings from various sources, including your website.

• Free Listings: Some platforms offer free listings, which can drive traffic to your site.
• Paid Advertising: Invest in metasearch advertising to appear higher in the search results. This increases visibility and can lead to more direct bookings.

Pay-Per-Click (PPC) Campaigns

PPC campaigns allow you to target specific keywords and demographics, driving traffic to your website.

• Google Ads: Bid on keywords relevant to your hotel and location. Create compelling ad copy to attract clicks.
• Social Media Ads: Platforms like Facebook and Instagram offer robust targeting options. Use these to reach potential guests based on their interests and behaviors.
• Retargeting: Use retargeting ads to bring back visitors who left your site without booking. This keeps your hotel top-of-mind and encourages them to complete their reservation.

By effectively leveraging SEO, social media marketing, email marketing, metasearch engines, and PPC campaigns, you can significantly increase your direct bookings and improve your hotel's bottom line.

Next, let's explore how to improve guest experience to ensure they keep coming back.

Improve Guest Experience

Improving guest experience is crucial for how to get more bookings and increasing direct hotel bookings. Happy guests are more likely to return and recommend your hotel to others. Here’s how you can lift their experience:

Personalized Communication

Personalized communication makes guests feel valued and understood.

• Guest Profiles: Use your Property Management System (PMS) to keep detailed guest profiles, including preferences, birthdays, and past stays.
• Customized Emails: Send personalized emails before, during, and after their stay. For example, a welcome email with local recommendations can set a positive tone.

Upselling

Upselling improves the guest experience while boosting your revenue.

• Room Upgrades: Offer guests a chance to upgrade their room at a discounted rate. Nearly half of travelers would book directly for a free room upgrade.
• Add-Ons: Suggest add-ons like breakfast, spa treatments, or local tours during the booking process.

Loyalty Programs

Loyalty programs encourage repeat bookings by rewarding your best customers.

• Exclusive Perks: Offer perks like free room upgrades, late checkouts, or complimentary services to loyal guests.
• Simple Rewards: Keep the program simple. For example, offer “Members Only” rates or points that can be redeemed for future stays.

Rewards

Rewards can make guests feel appreciated and encourage direct bookings.

• Gift Cards: Offer gift cards for local restaurants or attractions. 45% of travelers prefer these over other types.
• Special Offers: Provide exclusive deals for repeat customers, such as discounted rates or free meals.

Guest Reviews

Positive guest reviews build credibility and attract new guests.

• Request Reviews: Send an email after their stay asking for a review. 88% of consumers trust online reviews as much as personal recommendations.
• Respond to Feedback: Regularly monitor and respond to reviews on platforms like TripAdvisor and Google. Addressing both positive and negative feedback shows you care about guest satisfaction.

By focusing on personalized communication, upselling, loyalty programs, rewards, and guest reviews, you can significantly improve the guest experience and increase direct bookings.

Next, let's explore how to use technology and tools to streamline your operations and improve guest satisfaction.

Use Technology and Tools

Technology is a game-changer for hotels looking to increase direct bookings. Here’s how you can leverage it:

AI Chatbots

AI chatbots can transform guest interactions.

• Instant Support: Tools like Velma provide 24/7 support, answering queries and offering smart recommendations based on guest preferences.
• Personalization: Velma captures guest details from the start, allowing for personalized experiences even before arrival.
• Efficiency: 64% of businesses believe chatbots improve customer support. Your hotel can benefit from this efficiency.

"Our AI chatbot Velma will capture the guest’s details and profile from the beginning so you can nurture a close relationship throughout the guest booking journey."

Automated Follow-Ups

Automated follow-ups help convert hesitant customers.

• Proactive Engagement: If a guest doesn’t complete a reservation, follow up with personalized emails or calls.
• Tools: Velma and HERA (Hotel Email Reservation Assistant) work together to re-engage guests with relevant information and quotes.
• Conversion: Effective follow-ups can significantly boost your booking conversion rates.

"Since July 2022, Velma and HERA have been working hand in hand to ensure that hesitant customers receive personalized information and are re-engaged with a relevant email follow-up."

Customer Database

A well-maintained customer database is crucial.

• Guest Profiles: Store and access guest information easily, including preferences and past stays.
• Personalization: Use this data to offer personalized services and special deals.
• Efficiency: A cloud-based booking engine with a built-in customer database ensures you can quickly access and use guest information.

"Modern hotel booking engines let you schedule and personalize emails, applying your brand’s colors to each template, and making sure each recipient gets a personal greeting."

Integrated Systems

Integrated systems streamline operations and improve guest satisfaction.

• Seamless Experience: Ensure your booking engine, PMS, and other tools work together smoothly.
• Real-Time Data: Access real-time data to make informed decisions and improve guest experiences.
• Efficiency: Integrated systems reduce friction, making it easier for guests to book directly.

"Our platform is designed to integrate smoothly with any hotel management system you currently use. This ensures a hassle-free setup process and allows you to start seeing results from our campaigns without needing to change your operational systems."

By leveraging AI chatbots, automated follow-ups, a robust customer database, and integrated systems, your hotel can streamline operations, improve guest satisfaction, and ultimately increase direct bookings.

Frequently Asked Questions about Increasing Direct Bookings

How to boost direct bookings?

Boosting direct bookings is all about creating a seamless, engaging experience for your guests. Here are some effective strategies:

• Optimize Your Website: Ensure your website is user-friendly, mobile-optimized, and has a quick checkout process. Use bold call-to-action buttons like "Book Now" on every page.
• Leverage Digital Marketing: Use SEO, social media, and email marketing to reach your target audience. Platforms like Instagram and Facebook can be particularly effective.
• Offer Incentives: Provide special discounts or packages for guests who book directly through your website.
• Improve Guest Experience: Personalized communication and loyalty programs can build strong relationships and encourage repeat bookings.
• Use Technology: Implement AI chatbots and automated follow-ups to engage with guests and streamline the booking process.

How do hotels increase bookings?

Hotels can increase bookings by focusing on several key areas:

• Creating a Strong Online Presence: A well-designed website and active social media profiles can attract more visitors.
• Providing Multiple Rate Plans: Offer flexible rate plans like Earlybird or Non-refundable options to cater to different guest needs.
• Upselling and Add-Ons: Allow guests to customize their stay with add-ons like spa passes or tours during the booking process.
• Running Effective Marketing Campaigns: Use metasearch engines, SEM, and social media campaigns to reach potential guests.
• Ensuring Seamless Communication: Invest in guest messaging tools to quickly answer questions and build trust.

Do hotels prefer direct booking?

Yes, hotels generally prefer direct bookings for several reasons:

• Savings on Commissions: Direct bookings eliminate the need to pay commissions to OTAs and other intermediaries.
• Building Direct Relationships: Hotels can directly interact with guests, allowing them to offer personalized services and build brand loyalty.
• Access to Guest Data: Direct bookings provide valuable guest information that can be used to improve the guest experience and tailor marketing efforts.
• Increased Profitability: Money saved from commissions can be reinvested into improving the guest experience and hotel amenities.

By focusing on these strategies, hotels can significantly increase their direct bookings, leading to higher profitability and stronger guest relationships.

Conclusion

Increasing direct bookings is essential for any hotel looking to maximize its potential. By leveraging a user-friendly website, effective digital marketing, personalized guest experiences, and advanced technology, you can significantly boost your direct bookings.

Sailtech.ai can help you achieve these goals. With our AI-driven marketing strategies, we cover your ad spend and only charge for the bookings we generate. This ensures a cost-effective approach to increasing your direct bookings without the need for long-term contracts or upfront fees. Our seamless integration with your current systems makes it easy to get started and see results quickly.

We invite you to learn more about how Sailtech.ai can help you maximize your hotel's potential.

Take the next step towards increasing your direct bookings and enhancing your guest experience today!