With the rise of OTAs (Online Travel Agencies), many hotels face the challenge of paying commission fees or losing brand loyalty. However, an optimised hotel website can be an effective tool for boosting direct bookings and increasing profitability. Here’s how:
1. Invest in SEO
Search engine optimisation helps more people discover your website and book directly. Use keywords related to your hotel’s location, amenities, and unique features. Optimising for local search terms (like “luxury hotel in [City Name]”) ensures you appear in results when travellers look for accommodation in your area.
2. Offer Exclusive Perks for Direct Bookers
Entice guests to book directly by offering special perks—whether it’s a discount, complimentary breakfast, room upgrade, or free parking. Highlight these benefits on your homepage and booking page to let visitors know they’ll get more by booking directly with you.
3. Simplify the Booking Process
A streamlined booking process is critical for conversions. Make sure your booking engine is easy to use, mobile-friendly, and secure. Include a progress bar to show how close guests are to completing their reservation, and keep the number of steps to a minimum.
4. Add Real-Time Social Proof
Showcasing live booking trends, such as “5 people booked this room today,” or “Last room available” creates a sense of urgency and social proof. Additionally, reviews or testimonials displayed on your booking page can help reassure potential guests that others have had great experiences.
5. Focus on Retargeting and Follow-Up
Not all visitors will book on their first visit, so use retargeting ads and email follow-ups for guests who leave before completing a reservation. Offer a small discount or special promotion in your follow-up to encourage them to return and book directly.
Direct bookings are achievable when your website is designed and optimised with guests’ needs and behaviours in mind. With these strategies, you can drive more revenue, increase guest loyalty, and reduce your dependency on third-party booking sites.