Industry Guides
Direct booking strategy for hotels: cut commission and bring guests to your own channel
Online travel agencies provide visibility but take a share of every booking. Practical steps for hotels to grow their direct booking share.
Many hotels receive most guests through online travel agencies. They are valuable for visibility, but high commissions reduce profitability and leave the guest relationship with an intermediary. The goal is not to abandon agencies but to steadily grow the direct channel.
Own your brand searches
Many guests search for your hotel name after seeing it on an agency. Appearing at the top with your official site and brand ad is the first step to winning them back.
Give a reason to book direct
Small website-only perks such as early check-in, an upgrade, a spa discount or a transfer are often enough to change the decision. Show them right next to the booking engine.
Speed up the booking engine
A slow or multi-step mobile booking flow sends guests back to the agency. Test speed, steps and payment options regularly.
Inspire with video
Drone footage and short experience videos keep your brand in mind during the inspiration phase; retargeting viewers before the season boosts early-booking campaigns.
Answer questions instantly
A multilingual booking assistant answering questions such as “Is the pool heated?” at midnight moves undecided guests to booking.
