Today’s travellers expect to move fluidly between inspiration, research, and booking. They might discover a hotel on social media, validate it using AI tools or OTAs, and then book directly when the experience feels clear, valuable, and easy.
NB: This is an article from GuestCentric
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For hotels, this creates a real opportunity: more control, stronger margins, and a closer relationship with the guest – if the direct channel is designed for the way guests behave today.
Here’s 10 Ways your Hotel can increase direct bookings in 2026
Ensure your Hotel’s Unique Story is Visible Everywhere
Reality: AI-assisted discovery and faster decision-making is on the rise. As a result, website traffic across the industry is reportedly down 40–60%. (Source: Hotel Online).
Action: While traditional website traffic may be down, hotels can ensure visibility and direct bookings by going back to the basics: storytelling. Tell your hotel’s story in a way that is authentic and unique. Share narratives that highlight what makes your property special, such as local experiences, staff insights, guest moments – and feature them prominently on your website and content channels. Rich, distinctive storytelling helps potential guests connect with your brand and gives AI-driven search tools meaningful content to reference.
Compete on Value That OTAs Can’t Replicate
Reality: As of late 2025, nearly 30% of travellers now begin their hotel search on Booking.com, overtaking search engines. (Source: SiteMinder)
Action: While it’s important to be visible on OTAs, where hotels win is through incentivising direct bookings. Many travellers are willing to pay more when the value is clear. Direct channels allow hotels to present flexible policies, exclusive inclusions, or meaningful extras — advantages that intermediaries struggle to communicate well. Hotels that lead with value rather than discounts protect margins while strengthening the appeal of booking direct.
Personalise the Booking Experience for guests
Reality: 65% of hotel guests prefer personalized experiences facilitated by AI (Source: WiFi Talents)
Action: Guests now assume experiences will adapt to them. The opportunity for hotels isn’t complex customisation – it’s practical relevance. Showing the most relevant room types, packages, or messages based on behaviour, device, or timing reduces friction and shortens decision cycles. When guests feel understood, booking direct becomes the simplest option.
