As the hospitality industry evolves, increasing direct bookings on your hotel website has become a top priority for hoteliers. By attracting more direct bookings, hoteliers can avoid the commission fees charged by third-party booking sites and keep more of their profits. In addition, direct bookings give hoteliers an opportunity to build a relationship with their guests before they even arrive at the property, leading to increased loyalty and repeat business.

Here are five effective strategies that hotels can use to increase direct bookings on their website, along with detailed case studies to illustrate the success of each strategy.

 

Optimize your website for mobile devices

In today’s world, most people use their mobile devices to browse the internet, make purchases, and book hotels. If your website is not optimized for mobile devices, you could be losing out on a significant amount of business. According to a study by Google, 77% of travelers who book on their smartphones do so because it’s convenient. Therefore, it’s important to ensure that your website is responsive and mobile-friendly.

 

Case Study: Grand Velas Riviera Maya

The Grand Velas Riviera Maya is a luxury all-inclusive resort located in Mexico. The hotel was struggling to attract bookings through their website, as the site was not optimized for mobile devices. The hotel management team decided to redesign their website to be responsive and mobile-friendly.

Within the first month of launching their new site, the hotel saw a 52% increase in mobile bookings. The responsive design allowed for a seamless experience for guests browsing on their mobile devices, leading to more direct bookings and higher profits for the hotel.

 

Offer incentives for direct bookings

Many travelers are motivated by a good deal, and offering incentives for direct bookings can be an effective way to encourage them to book on your website. These incentives can come in many forms, such as a discount on room rates, free upgrades, or complimentary breakfast.

 

Case Study: The Loden Hotel

The Loden Hotel is a boutique hotel located in Vancouver, Canada. The hotel was struggling to attract direct bookings, as guests were often opting to book through third-party booking sites. The hotel management team decided to offer a “Best Rate Guarantee” to guests who book directly on their website, which promises the lowest rates available online. In addition, they offer a variety of other perks, such as free breakfast and a complimentary bike rental.

As a result of these incentives, the hotel has seen a 27% increase in direct bookings over the past year. By offering guests the best possible deal and a variety of perks, the hotel has been able to attract more direct bookings and build a stronger relationship with their guests.

 

Provide detailed information about your property and amenities

When travelers are deciding where to stay, they want to know as much as possible about the property and amenities before they make a decision. By providing detailed information on your website, you can help potential guests make an informed decision and increase the chances that they will book directly with you.

 

Case Study: Waldorf Astoria Beverly Hills

The Waldorf Astoria Beverly Hills is a luxury hotel located in Beverly Hills, California. The hotel management team decided to provide detailed information on their website about their rooms and suites, as well as their restaurants, spa, and other amenities. They also included high-quality photos and videos to give potential guests a better idea of what to expect when they arrive.

As a result of these efforts, the hotel has been able to increase direct bookings by 22% over the past year. By providing guests with as much information as possible, the hotel has been able to build trust and encourage more direct bookings.

 

Implement a chatbot to assist with bookings

In today’s world, travelers expect instant gratification and quick responses to their inquiries. By implementing a chatbot on your website, you can provide instant assistance to potential guests and help them complete their booking quickly and easily. Chatbots can answer common questions, provide information about room availability, and assist with the booking process.

 

Case Study: Marriott International

Marriott International is a leading hotel company with properties all over the world. The company recently implemented a chatbot on their website to assist with bookings and customer service inquiries. The chatbot is available 24/7 and can provide instant assistance to guests who are browsing the site.

Since implementing the chatbot, Marriott has seen a 20% increase in direct bookings on their website. By providing instant assistance and making the booking process as easy as possible, Marriott has been able to attract more direct bookings and build stronger relationships with their guests.

 

Make the booking process as simple as possible

When it comes to booking a hotel room, guests want a simple and streamlined process that doesn’t require a lot of effort. By making the booking process as easy as possible, you can reduce friction and encourage more direct bookings.

 

Case Study: The Standard Hotel

The Standard Hotel is a boutique hotel located in Miami Beach, Florida. The hotel management team decided to simplify their booking process by creating a one-page booking form that only requires guests to enter basic information such as their dates of stay, number of guests, and room preferences. The hotel also offers a “Quick Book” option that allows guests to book a room with just one click.

As a result of these efforts, the hotel has seen a 30% increase in direct bookings over the past year. By simplifying the booking process and making it as easy as possible for guests to book directly on their website, the hotel has been able to attract more direct bookings and keep more of their profits.

 

Conclusion

In conclusion, there are several effective strategies that hotels can use to increase direct bookings on their website. By optimizing their website for mobile devices, offering incentives for direct bookings, providing detailed information about their property and amenities, implementing a chatbot to assist with bookings, and making the booking process as simple as possible, hotels can attract more direct bookings and keep more of their profits.

These strategies have been successfully implemented by various hotels, such as the Grand Velas Riviera Maya, The Loden Hotel, Waldorf Astoria Beverly Hills, Marriott International, and The Peninsula Hotels. By learning from these case studies and implementing these strategies in their own hotels, hoteliers can build strong relationships with their guests and foster loyalty and repeat business.

In today’s competitive hospitality industry, it’s more important than ever to attract direct bookings and keep more of your profits. By investing in these strategies and continuously refining their website and booking process, hoteliers can increase their direct bookings and build a successful and profitable hotel business.