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Stop Telling Guests “Direct is Cheaper” – You’re Sounding Lost. Here’s the truth👇 Booking direct isn’t always cheaper. There will always be a cheaper option on an OTA — it just might not be with… | Chris MAUGHAN | 54 comments

  • Chris MAUGHAN
  • 4 September 2025
  • 1 minute read
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This article was written by a Hotel Marketing Flipboard. Click here to read the original article

image

Stop Telling Guests “Direct is Cheaper” – You’re Sounding Lost.

Here’s the truth👇

Booking direct isn’t always cheaper.
There will always be a cheaper option on an OTA — it just might not be with you.

This image says it all: Same price, different trust factor.

Guests don’t book via OTAs because they’re hunting the lowest price — they book because they trust the platform. That’s the real currency.
TRUST.

And many STR operators are losing the game because they’re offering early check-in, a $10 Starbucks voucher, or a 10% discount…
All while sounding desperate and still failing to convert.

It’s time to stop discounting.
It’s time to stop begging.
It’s time to build a brand people trust.

Instead of saying:

“Book direct and save!”

Try this:

“We don’t offer discounts — 89% of our guests book direct because they trust us.”

You see, OTAs didn’t win by being the cheapest.
They won by marketing trust.
Now imagine if YOU did that — but yours was actually real?

This isn’t a price battle.
It’s a trust battle.

Start treating trust as a strategy, not a side effect.

Please click here to access the full original article.

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