How to Generate More Online Bookings and Be Less Reliant on OTAs
As the hospitality industry continues to evolve, online travel agencies (OTAs) like Booking.com, Expedia, and Airbnb have become essential platforms for driving bookings. However, heavy reliance on OTAs can eat into your profits due to high commission fees and reduce the direct relationship you can build with your guests. So, how can you generate more online bookings directly through your website while reducing your dependency on OTAs?
In this blog, we’ll explore effective strategies to attract more direct bookings, create a seamless online experience for potential guests, and strengthen your brand’s online presence.
1. Optimise Your Website for Conversions
Your website is the cornerstone of direct bookings. If it isn’t user-friendly, fast, or optimised for conversions, you’re missing out on a huge opportunity to reduce OTA reliance.
Mobile Optimisation
With more travellers booking accommodations via mobile devices, it’s critical that your website is fully optimised for mobile. Ensure it loads quickly, has easy navigation, and provides a smooth booking experience across all screen sizes.
Clear Call-to-Action (CTA)
Your website should have clear CTAs that encourage visitors to make bookings. Use buttons like “Book Now,” “Check Availability,” or “Reserve Your Stay” on key pages to guide visitors toward taking action. These should stand out on the page, making it easy for users to find.
Streamline the Booking Process
The booking process should be quick and simple, with minimal steps. The more complicated the process, the more likely visitors will abandon the booking. Use tools like booking engines that integrate seamlessly into your site, and provide guests with easy-to-follow steps to secure their reservation.
2. Offer Exclusive Deals for Direct Bookings
One of the main reasons travellers turn to OTAs is the perception that they are getting the best deal. To combat this, you should offer special deals or discounts to guests who book directly through your website.
Special Discounts
Offer discounts for guests who book directly with you instead of through third-party platforms. This can be in the form of a percentage off the room rate, free breakfast, early check-in/late check-out options, or a small welcome gift.
Package Deals
Create bundled packages that provide added value, such as romantic getaway packages, family vacation deals, or adventure-focused experiences. Offering these only on your website will make it more enticing for guests to book directly.
3. Leverage SEO to Drive Traffic to Your Website
SEO (Search Engine Optimisation) is crucial for increasing your visibility online and driving organic traffic to your site. If your website ranks higher in search engine results, you’ll attract more potential guests looking for accommodation.
Keyword Research
Focus on the keywords that are most relevant to your property. For example, if you run a boutique hotel in Paris, use keywords like “boutique hotel in Paris,” “best hotels near Eiffel Tower,” or “Paris city centre hotels.” Use these keywords in your page titles, meta descriptions, header tags, and throughout your website content.
Local SEO
Local SEO is particularly effective for hotels and accommodations. Make sure your business is listed on Google My Business, Yelp, and other local directories. Encourage happy guests to leave positive reviews, as high ratings can boost your local search rankings.
Content Marketing
Start a blog or create content around travel tips, local attractions, and events in your area. This will not only help boost your SEO efforts but also provide value to your potential guests, establishing your property as an authority in the travel space. Content such as “Top 10 Things to Do in [Your City]” or “The Best Time to Visit [Destination]” will attract visitors searching for travel-related information.
4. Utilise Social Media to Build Direct Relationships
Social media platforms like Instagram, Facebook, and TikTok can be powerful tools for driving direct bookings. Engaging with your audience on these platforms allows you to build a community, promote your brand, and directly communicate with potential guests.
Engage Your Audience
Don’t just post promotional content; instead, focus on building a connection with your audience. Share behind-the-scenes looks at your property, local events, or guest stories. Respond to comments and messages, and interact with your followers to build loyalty and trust.
Social Media Ads
Consider running paid social media campaigns targeted at potential guests in your demographic. Platforms like Facebook and Instagram offer highly targeted ad options based on location, interests, and behaviour. Use compelling visuals of your property and local area to entice travellers to book directly through your website.
5. Implement a Loyalty Programme
A well-structured loyalty programme can encourage repeat business and provide guests with an incentive to book directly. By offering exclusive rewards for direct bookings, you’re not only incentivising one-time bookings but also building long-term customer loyalty.
Reward Points
Allow guests to earn points with each stay, which they can redeem for discounts, free upgrades, or exclusive services. Make sure your loyalty programme is simple to understand and easy to use, both online and in person.
Exclusive Member Benefits
Provide loyalty members with exclusive benefits like free parking, early check-ins, or access to special amenities. When your guests feel like they’re getting more value by booking directly, they’ll be more likely to return and recommend your property to others.
6. Use Retargeting Ads to Re-engage Website Visitors
Not all visitors to your website will book on their first visit, but that doesn’t mean you’ve lost them. Retargeting ads allow you to follow up with potential guests who have visited your website without making a booking, reminding them to return and finalise their reservation.
Retargeting ads are particularly effective because they target individuals who have already shown interest in your property, increasing the likelihood of conversion. Platforms like Google Ads and Facebook allow you to create retargeting campaigns that display ads to previous website visitors.
7. Build Strong Relationships with Your Guests
Personalised guest experiences can turn one-time visitors into loyal, repeat customers. By providing excellent service and fostering strong relationships with your guests, you increase the chances of them booking directly on future trips.
Follow-Up Emails
Send personalised post-stay emails thanking guests for their visit and encouraging them to book directly for future stays. Include a link to your booking page along with special offers or discounts.
Collect and Utilise Guest Feedback
Use surveys or reviews to collect feedback and ensure your property is meeting guests’ needs. When guests feel that you’re listening to their suggestions and improving your services based on their feedback, they’ll be more likely to book with you again and recommend your property to others.
8. Enhance Your Property’s Reputation with Reviews
Online reviews are one of the most important factors influencing potential guests’ booking decisions. By building a strong reputation for your property on platforms like Google, TripAdvisor, and Yelp, you can increase trust in your brand and encourage more direct bookings.
Encourage Positive Reviews
Ask satisfied guests to leave reviews on popular review sites. Make it easy by sending a follow-up email or providing a link directly to your review page. Positive reviews can improve your rankings on search engines and increase credibility with future guests.
Respond to Reviews
Engage with both positive and negative reviews by responding thoughtfully and professionally. Acknowledging feedback shows prospective guests that you care about their experience, which can inspire trust and increase direct bookings.
Conclusion
Reducing your reliance on OTAs and increasing direct bookings requires a well-rounded strategy that involves optimising your website, offering exclusive deals, leveraging SEO and social media, and building relationships with your guests. By making your website more user-friendly, providing added value, and engaging with your target audience across various channels, you’ll create a more sustainable, profitable booking strategy. Remember, the more you invest in building direct relationships with your guests, the more your business will thrive in the long term.
Ready to boost your direct bookings? Start implementing these strategies today and watch your revenue grow!