The hotel direct booking war is on. And, hotel owners are in no mood to take a step behind. While it’s important to increase a hotel’s direct bookings, every hotelier must understand the need to innovate and bring customers through their website or applications.
A hotel’s brand presence on the platforms of Online Travel Agencies (OTAs) is equally important. But, in the recent years, hoteliers have been locked with OTAs and are battling for a larger share of direct hotel bookings. A more concerted effort is being made by most hoteliers as hotel brands are making the shift to focus on customer loyalty. If you are wondering how to increase a hotel’s direct booking, then read on for 4 important tips that should help to improve the bottom-line revenue.
How to Increase a Hotel’s Direct Bookings
Increasing a hotel’s direct bookings is not an easy task particularly for small and mid-sized hotel owners. Here’s how you can strategize using 4 tactics.
#1: Convert OTA Hotel Bookings to Direct Bookings
Online Travel Agencies (OTAs) are often the most-preferred choice when it comes to travelers seeking the best deals online. OTAs know the pulse of the users who book online, and have tailor-made websites and applications to suit the demands of the modern day traveler. While hoteliers often have to part with the larger commission rates for OTA bookings, one can’t ignore the popularity of the latter amongst travelers. So, how does one drive direct bookings in an already competitive market?
Create loyalty programs:
A little bit of imagination will help hoteliers in the long run. Think differently to understand what would make a consumer prefer to book on a hotel’s website or application. Hotels such the Hilton Worldwide adopted the loyalty program venture early on to lure guests with attractive features. For e.g. members of such programs can opt for keyless room entries – a feature not available for guests who book via OTAs.
Build on the Subscriber Database:
Now that you have the guests staying at your hotel premises albeit via the OTA, ensuring direct bookings is a tactic that needs to be used right here. Train the hotel staff to gently nudge guests into joining the subscriber database. Note down details such as email Ids and preferences. Update guests with the hotel’s events, special rates, and package deals via emails.
Targeted discounts:
Encourage direct bookings by packaging it to be a premium benefit for loyalty program members. Email compelling *offers to guests who have stayed at the property before. Maintain the email frequency to drive direct bookings on your website.
*The rate-parity agreements between the hotels and OTAs are not applicable to individuals who have signed up for a hotel’s loyalty program.
