Direct booking refers to the booking of a hotel stay through the hotel's own channels. These include the website, telephone, email, but also enquiries made through online marketing activities such as newsletters, social media ads, organic social media marketing, search engine advertising or on landing pages.
On the other hand, reservations are made through third parties and online travel platforms (OTAs) such as booking.com. These offer hotels a wide reach and the opportunity to attract potential guests. However, a commission is charged for each reservation.
To avoid these additional costs, which significantly reduce profit margins, and to minimise reliance on OTAs, hotels would do well to actively increase their share of direct bookings, for example by
- Making the booking process easy and clear
- Integrating reviews to build trust and reinforce the booking decision
- Using open communication to encourage guests who have booked through an OTA to book directly next time
- Incentivising and rewarding direct bookings with small gifts
- Using clear call-to-actions (CTAs) that encourage action at all points of contact with potential guests.
- ALPIANA RESORT success figures
- How the hotel automatically attracts regular guests
- How automated additional sales increase revenue
- Why no hotel should do without marketing automation
The most important questions about Direct Booking
Warum ist die Direktbuchung für Hotels wichtig?
Die Direktbuchung ist eine Möglichkeit, die Gewinnspanne zu maximieren und die Abhängigkeit von OTAs zu verringern. Hotels haben mehr Kontrolle über den Buchungsprozess und können die Beziehung zu ihren Gästen direkt verwalten. Außerdem ist es möglich, Kundendaten zu kontrollieren, wodurch eine gezielte Segmentierung, personalisierte Marketingkampagnen und eine bessere Kenntnis der Zielgruppe ermöglicht werden. Bei Direktbuchungen können flexiblere Stornierungs- und Änderungsbedingungen sowie spezielle Zusatzleistungen angeboten werden, die nur für Direktbucher verfügbar sind.
How do I increase direct bookings for my hotel?
Hotels can increase their direct booking rate by optimizing the booking process, integrating customer reviews and targeted marketing. Personalized communication should be promoted and incentives for direct bookings created, such as exclusive discounts or free upgrades. In doing so, the benefits should be clearly communicated on the website. Likewise, it is advisable to make your hotel website user-friendly and clearly present transparent prices and attractive offers. Pay attention to appealing pictures and informative room descriptions, accompanied by an uncomplicated booking function. Also, rely on online advertising and social media marketing, and emphasize special benefits such as best price guarantee to encourage guests to book directly with you.
What role does the user-friendliness of the hotel website play in direct bookings?
A user-friendly website with a simple and intuitive booking process makes it easier for potential guests to make direct bookings. Hotels should ensure that their website is mobile-optimized, has fast loading times, and provides trustworthy information to offer a seamless booking experience.
Book your Hotel Marketing Consultation:
15-Minute Expert Session - Free & without Obligation
- Exclusive one-on-one video call — free of charge, with no obligations
- In-depth assessment of your current digital marketing setup
- How to leverage guest data to drive direct revenue growth
- Proven strategies to boost occupancy and booking performance
Avoid These Mistakes in Hotel Marketing to Save Costs and Maximize Success
Low Hotel Occupancy: Causes and Innovative Solutions to Overcome the Occupancy Crisis
