Direct bookings are a valuable source of revenue for any hotel. Guests that book direct are more likely to spend more money with you, become repeat guests, are less likely to cancel, and have more qualified referrals. In this article, we'll discuss some strategies for maximizing your existing direct bookings.
Optimize Your Website & Booking Engine
One of the first steps to maximizing your direct bookings is to ensure that your website and booking engine are optimized for a seamless user experience. This means making sure that your site loads quickly and is mobile-friendly. With more and more people using their phones to book travel, it's essential to have a website that is easy to navigate on a smaller screen.
In addition to a fast and mobile-friendly site, it's also crucial to have a user-centric booking flow. This means using clear calls-to-action and eliminating hidden fees. By being transparent and upfront with your guests, you can build trust and encourage them to book directly with you.
Direct Booking Incentives & Loyalty Programs
Offering exclusive perks and loyalty programs is another effective way to encourage guests to book directly with you. These incentives can include discounts, complimentary services, or flexible cancellation policies that are only available through direct bookings. By offering something that guests can't get through the OTAs, you give them a reason to book directly with you.
Developing a loyalty program is another way to reward returning guests and encourage them to book directly. This could be as simple as a Repeat Guest Rate qualified with a special coupon code they receive in their "Thank You" email, or it could be a partnership with a loyalty program like StashRewards. By offering additional benefits to loyal guests, you can build a strong base of repeat customers.
Creative, Engaging Incentives
Implementing creative and engaging campaigns is another way to generate buzz and encourage direct bookings. Flash deals and direct booking lotteries are unpredictable and exciting ways to incentivize guests to book directly with you. You can also offer special or "mystery" add-ons, to make the booking process more fun while giving you the flexibility of add-on choices. The amenities that you offer for direct booking guests don't have to be listed as the same amenities that you offer on the OTAs, even if in reality they all receive the same treatment.
Email Marketing
Email marketing is another effective way to encourage direct bookings. By targeting past guests through email (and social media) campaigns, you can retarget them. Often guests booking through an OTA will show an email alias in ThinkReservations. If that's the case, we highly recommend that you collect their real email address from them before they depart so you can market to them directly in the future.