I sat down to write yet another article about direct bookings and, truthfully, I was bored before I even hit the third paragraph. Delete. Gone. And it made me wonder: why are we still obsessing over direct bookings as if they’re the sole marker of success?
NB: This is an article from RevenYou
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It’s time to shift the narrative to what genuinely matters: building sustainable businesses anchored by long-term, profitable stays – the kind of reservations that keep teams employed, properties thriving and guests returning.
We’ve heard it all before at accommodation industry events: vendors promising their tool is the silver bullet that will “dramatically boost your direct bookings”. After a few conference panels, webinars and podcasts, the whole thing starts to feel like déjà vu – or watching a rerun you didn’t particularly enjoy the first time around.
So instead of rehashing the same old storyline, let’s talk about something far more meaningful:
- How are we cultivating real relationships with our future, current and past guests?
- How are we building trust, reassurance and confidence – the things that empower travellers to choose us, not just find us?
And all of that begins in the very first place your guests meet you: your website. Not just a digital brochure, but your always-on front desk – the first impression, the first conversation and often the deciding factor in whether a customer feels you’re worth booking with at all. And even when a guest discovers you through an OTA listing, social media or word of mouth, your website is usually where they go to validate trust, confirm authenticity, browse your photo gallery, compare rates and get a general feel for the experience you provide.
Does Your Website Answer the Questions That Really Matter?
- What are you offering? It’s never just a bed, a shower and Wi-Fi – every hotel has those. What’s the memorable, distinctive thing you provide that genuinely solves your guest’s problem?
- Who is your product for? There are 8.27 billion people in the world, and you are not for all of them. Providing clarity about your ideal guest helps the right people recognise themselves in the accommodation experience you offer.
- Why should people choose you? Move beyond accommodation features and amenities. What promises – or value propositions – do you deliver that others don’t.
