With the commission rates of booking sites going up, and already averaging nearly 20 per cent, no wonder the hoteliers are desperate to avoid the middleman.
Increasing the number of direct reservations can save thousands of euros each month. The hard part is obviously getting them. The steps described in this article have been shared by successful hoteliers who saw their direct bookings ratio skyrocket.
Online is not enough
Online presence is essential for any business. What’s often overlooked is the shopping experience. Make sure your website is well-designed, up to today’s standards, and offers online bookings. It has to look good and clear to attract the guests. The most important thing when it comes to the website is the content. Potential guests are visiting the accommodation’s webpage to find more information than they can see on OTAs. Hoteliers need to meet their guests’ expectations if they strive to increase the number of direct reservations. This means really detailed descriptions of the hotel, the rooms, and the offer itself. To improve the conversion, it’s sometimes worth to limit the choice. The situation in which there are too many rooms to choose from can be really confusing and drive the consumers away. Try simplifying your offer and highlighting the best part of it – like the most prestigious rooms.
Just being online and having a good website isn’t enough these days. More and more consumers look to make reservations through their smartphones. This can be the case, especially when booking last minute, just before or already after the arrival to their city of destination. That’s why your website has to be responsive and its user experience should be on point, no matter what kind of device the potential guests might be using.
Be social
Your past guests can do wonders for your business. They are the true advocates of your services. They can also be the way to drive the direct reservation numbers. Encourage your guests to recommend your accommodation to their friends and spread the word.
