7 ways to get more direct hotel bookings
For most hotels, bookings via OTAs (Online Travel Agencies –such as Booking.com, Expedia etc.) are an important part of their revenue. However, the cost of this dependency is high, as OTAs’ commissions can range from 15% to as much as 25%.
This practically means that they lose a significant part of their revenue.
The following guide is aimed at anyone wondering whether they can increase their direct bookings via their own website and social media channels. In 2025, more and more tourism businesses are taking control of their customer base themselves.
Here are 7 ways you can reduce your reliance on OTAs and increase your direct bookings without impacting your facilities’ occupancy.
1. Invest in a truly effective website
As you should already know, your website is not just an online presence. It’s the place where the customer makes the decision to choose you and your offer or to move on, where they will surely find something similar. Your website should therefore not just be an addition to the booking platforms. On the contrary, it should be well designed, user-friendly and fast. And, of course, it must make an impression. That way, the visitor has no reason to move on.
The user experience should be pleasant and simple -especially on mobile, where most bookings are now made. Your photos should be realistic and never promise something that does not correspond to reality. The booking system should be clear and information about rooms, facilities, cancelation policy and, of course, availability should be clear and immediately accessible.
2. Activate Google Hotel Ads
Google Hotel Ads is now a sophisticated and efficient tool and appears worthy alongside OTAs using their own channels. Instead of the user only seeing results from online travel agencies, they can also see your own website and often at a better price.
You do need to know how to make the right technical connection via a channel manager or booking engine, but the result is worth the effort. So when a visitor makes a reservation via Google Hotel Ads, they are redirected to your website and complete the reservation there. What does that mean? That you are the one who controls the user experience, that you don’t pay excessive commissions and that your relationship with the customer is direct.
3. Provide incentives for immediate bookings
Travelers today have a lot of choice. Too many. And if you don’t give them a good and meaningful reason to book with you, they’ll head for the safety of the OTAs. The secret is to offer the user something that is really worthwhile.
It’s not enough to tell the user: “Book directly at the best price”; you have to prove it to them. That’s why you need to offer something concrete that makes sense: a better price, additional services, greater flexibility, unique benefits that they won’t find on OTAs. If you combine all this with an easy booking experience, the customer won’t feel the risk and will be more likely to choose you.
4. Use clear and simple marketing messages
The way you communicate your services to the customer is the most important thing you have to do. Whatever you say on your website, social media, newsletters and campaigns should be simple, understandable and focused on the user experience.
Excessive use of technical language and general messages are certainly not helpful. Write the way you would speak to the customer if you had him in front of you. Tell him that you will greet him personally, that he will start his vacation with a glass of wine, that he will feel safe. These little things leave a good impression and motivate someone to book directly and bypass OTAs.
What can attract customers?
- Better prices than OTAs
- Free room upgrade, early check-in or late check-out
- Offering a wine or a welcome gift to direct bookings
- Having a more flexible cancellation policy
Of course, you should be able to communicate these benefits directly and clearly to your potential customers.
5. Build a contact list and start email marketing
Don’t end the relationship with your guest at check-out. Instead, start a new experience for them and a new opportunity for you to build a community of people who already know and trust your property. Email marketing is a direct, cost-effective and personalized way to win back customers or even turn them into your advertisers.
Remember that a well-designed email marketing campaign can lead to bookings at almost zero cost. And here the key is personalization: you shouldn’t send the same generic message to everyone.
Use the data you have, such as when they visited you, which room they chose, whether they were a couple, friends or family. This way you can create targeted offers. Someone who has stayed with you before will be more likely to book again if they feel you remember their needs.
What could you promote through email marketing:
- Limited or targeted offers
- Offers for customers who wish to return in the same period or in the same room
- Information about local events that could attract visitors
6. Boost your presence with SEO
SEO is not a technical question; SEO is a strategy. If someone is looking for a hotel with a pool in Paros and you have exactly that, then that user should find you. If your website doesn’t appear in the first positions of Google, the user will most likely go to OTAs, even if they end up staying with you.
Invest in SEO and increase organic traffic to your website, and you will reduce the need for expensive campaigns. You should target keywords that are relevant to your location, the type of accommodation and the experiences you offer. The content on your website should constantly be not only current, but also useful.
And remember: a fast website with structure and substance is a website that will be rewarded by the search engines.
7. Enhance the post-booking experience
You should always remember that the customer experience doesn’t just start when the customer arrives at your establishment. It starts with the booking. So when someone books directly with you, they should feel like they’ve made the right choice from the very first moment. A friendly and informative confirmation email can make all the difference. Inform the user about check-in, transfers and attractions that might interest them.
You can also make personal contact by email or message and ask the customer if they need anything. In this way, you show professionalism and care. You build trust and give the customer an incentive to give you a good review, recommend your accommodation and – why not – come back!
What should your goal be?
We are not suggesting that you “turn off” OTAs completely, as they are certainly an important source of revenue, especially in times of low demand. The aim should be to reduce your reliance on them and gain more control over your revenue from direct bookings.
And above all: strive for a relationship with your customer -without intermediaries, commissions and losses.
In conclusion
Nowadays, travelers are better informed, more flexible and definitely more receptive to booking direct, as long as you give them a good reason. You don’t need to disappear from the OTAs, you just need to have more control. Not only in terms of your revenue, but also in terms of the customer experience. A fast website, a smart incentive and good email marketing can strengthen your relationship with users and, of course, significantly improve your profit margins.
Read here, about Google business profile: Tips for every hotel manager.
Read here, about Hotel Campains.
Read here, about email marketing for hotels.
