Winning Direct Bookings: Strategies for Independent Hotels
As competition in the hospitality industry intensifies, independent hotels are increasingly looking for ways to win more direct bookings. Direct bookings are one of the strongest types of reservations for an independent hotel because they are more cost-effective than relying only on online travel agencies (OTAs). Although OTAs are great for reaching potential customers, they can come with a hefty commission fee. So, to increase revenue and maximize profits, independent hotels should focus on strategies to captures more direct bookings.
Develop & Strengthen Your Brand
Having an attractive website and actively engaging with your audience on social media are two of the most effective ways to establish your brand. This will help potential customers become familiar with your hotel, creating trust and loyalty. Developing a strong brand will also help demonstrate your credibility, making your hotel more likely to appear at the top of search engine results. Additionally, make sure your website has a user-friendly design, is optimized for mobile devices, and features clear and up-to-date photos of your property.
Create & Promote Special Offers & Packages
Consumers today want convenience and value, so offering exclusive discounts and packages can be a great way to entice them to book directly with you. Identify the type of customer you’re targeting and create special offers that will appeal to them. Highlight these offers on your website and social media pages, as well as in email campaigns to current and potential customers. If you’re willing to go the extra mile, providing additional amenities such as complimentary breakfast, late check-out, or free parking can make a great impression and increase the likelihood of a direct booking.
Optimize Your Online Presence
If your hotel is not listed in the major OTA websites (Expedia, Booking.com, etc.) you are missing out on a huge potential customer base. Establishing a presence on these sites and optimizing your profile will increase your chances of being found. Additionally, by using the correct keywords, you can make sure your hotel is showing up in the right searches.
Some other ways you can optimize your online presence include:
- Utilizing the review system (replying to customer reviews with polite & professional responses)
- Continuously updating your website with fresh content
- Encouraging customer feedback and reviews
- Improving your hotel’s search engine visibility
- Engaging in influencer marketing
Finally, consider investing in technology that will make it easier for potential customers to book directly with you, such as an online booking system or a mobile app. Making booking more convenient and straightforward will encourage customers to choose your hotel over others.
In summary, winning more direct bookings by focusing on:
- Developing & strengthening your brand
- Creating & promoting special offers & packages
- Optimizing your online presence
- Investing in technology to make it easier to book directly
By following these strategies, independent hotels will be able to increase their direct bookings and maximize their profits.