๐๐ก๐๐ซ๐ ๐๐ซ๐ ๐๐จ๐ฎ๐ซ ๐๐ข๐ซ๐๐๐ญ ๐๐จ๐จ๐ค๐ข๐ง๐ ๐๐๐ง๐๐๐ข๐ญ๐ฌ?
No, seriously, where are they?
You complain about paying 15-37% in OTA commissions.
You tell that you want more direct bookings. But when I visit your websiteโฆ nothing. No clear benefits section. No compelling reason to book with you instead of Booking.com.
Just a small “Book Now” button somewhere on the website. And maybe a tiny “Best Rate Guarantee” buried in the footer that nobody reads.
I get it. You’re busy running a hotel. Revenue management, guest experience, staff challenges, it’s a lot.
But if direct bookings are truly a priority, here’s what I see in 99% of my audits: Wishing for direct bookings without giving guests a reason to book direct is like complaining about being out of shape while refusing to go to the gym.
You can’t want the result without doing the work.
So let me ask you this:
– Do you have a dedicated “Book Direct Benefits” section on your homepage?
– Is it repeated on every single room page?
– Does it pop up when you click on the “Book Now” button?
– Is it visible at checkout, right before they complete their reservation?
If the answer is no, you’re not serious about direct bookings. You’re just hoping for them.
And let’s talk about what REAL direct booking benefits look like.
I’m tired of seeing this:
– “Complimentary room upgrade, subject to availability”
– “Early check-in, if available”
– “Late checkout, if available”
Stop it.
These aren’t benefits. These are friction points. “Subject to availability” = “We didn’t really mean it.” That’s not a value proposition. That’s a liability.
Here’s what actual direct booking benefits could look like:
– Complimentary breakfast for two, every morning, guaranteed
– โฌ50 spa credit, use it however you want, no catches
– Complimentary airport transfer, for suite bookings, pre-arranged
– Flexible cancellation, up to 48 hours before arrival, full refund
– Exclusive Chef’s Table experience, one evening during your stay
– Complimentary minibar, stocked daily throughout your stay
Notice the difference?
No “if available.” No “subject to.” No wiggle room.
Just clear, tangible value that makes booking direct the obvious choice.
Because here’s what your guests are thinking:
“Booking.com has the same price. And free cancellation. And I get Genius perks. Soโฆ why would I book with you?” If you can’t answer that question in 10 seconds on your website, you’ve already lost them.
The formula is simple:
1. Create a “Why Book Direct” section, with real, guaranteed benefits
2. Put it on your homepage, above the fold
3. Repeat it on every room page
4. Show it at checkout, before they pay
Repetition isn’t annoying. It’s reassuring. It builds trust. And trust drives bookings.
Stop complaining about OTAs. Start competing with them. Give your guests a reason to choose you.
Not “if available.”
Not “upon request.”
Guaranteed. Clear. Valuable. That’s how you win direct bookings.
