One direction – How to drive guests to book directly on your site

15 October 2024

From flights to restaurant reservations, guests are often working through a substantial to-do list when planning a trip. It’s why many search for accommodation through a third-party website, which provides speed and convenience when booking. While they may still discover your property, direct bookings cut out the middleman and allow for personalised communication with guests. But how can you make these bookings easy, appealing – and the norm rather than the exception?

Why is it so beneficial for properties to help guests book direct?

For one thing, the middleman doesn’t work for free! Accommodation booking sites charge a commission fee for reservations. Direct bookings can mean 15-25% more revenue for your business.

Then there’s the difference a personal touch can make. Direct bookings mean your guest can easily email through a special request or check on a detail in their room. There can be more flexibility for date changes and cancellations. Queries and issues can be dealt with easily and directly, which in turn gives your accommodation a better reputation for personalised service.

This also means you can get in touch after they have checked out to thank them and let them know of any future promotions.

Getting the guest to book direct for accommodation can be difficult however, and there is no one magic bullet that will make things perfect here. Rather, it’s a matter of getting the small details right to ensure the big picture bookings come through. So, if they’re exploring your website via a booking site, make sure to capture their attention with these key action points.

Ensure your website is visually appealing, user friendly and easy to navigate. A clean layout with intuitive menus can enhance the user experience.

1. Live Calendar

Make sure you have the basics in place with a live availability calendar that is front and centre on your website. If guests must click through several pages to find if a room is available on their required dates they’ll likely give up. Many guests don’t like to call or email either.

2.Unique

Highlight the features that make your hotel special. Offers like in-room Wi-Fi are standard and are expected. If you want your guests to get excited about your place, you will need to go further. Let people know about a seasonal welcome drink, or the local offerings included in your mini bar, or perhaps a personalised spa treatment menu.

3.Added Value

Pique their interest with special offers and limited time promotions for direct bookings. People love to get a good deal, so offer free nights for those who book multiple day stays or provide late check-out options or room upgrades free-of-charge. Many will come to your website while making a booking elsewhere, so this is where you can make your offers clearly known and keep them on your site.

4.Photography

Highlight the best features and facilities in your accommodation with high quality photography. Guests especially want to see what your rooms look like, so make it easy for them to browse through an image gallery with a detailed list of room features and fixtures. Reviews : Include testimonials, reviews, and ratings prominently on your site to build trust with potential guests.

5.Personality

Give your website some personality. People are less likely to make a booking if it’s tired, generic or simply out-of-date. Use a copywriter to ensure the wording is engaging and uniquely tailored to the location. Instead of static photography use 3D rotating visuals so the guest can explore parts of your property. Consider including short video reels of engaging aspects of your property and people. Promote your How & Why : Telling your story is a great way to engage and lure potential guests. For example, travellers are increasingly aware of environmental impact, consider promoting the efforts of your team and how you do things operationally including any awards you have received. Doing this will inspire confidence as a trusted accommodation host.

6.Local Knowledge

It’s also helpful to offer local experience packages or offers with nearby restaurants, sharing local knowledge and leading guests towards better overall stay. It may be viable to offer tailored experiences for specific guest types (e.g. rail trail R&R, Après-ski activities).

If your accommodation meets (or surpasses) their expectations these direct bookings should also lead to word of mouth and repeat direct bookings, boosting sales and growing business over time.

To make sure your accommodation delivers on comfort and good looks, have a browse through our collection of bedding, furniture and mattresses, or get in touch to speak with one of our accommodation supply experts.

Useful links: