Discover how recent Booking.com changes empower hotels to attract more direct bookings. Learn strategies to reduce OTA dependency, maximize revenue, and build guest loyalty with DigitalGuest’s powerful tools and insights.
Key Takeaways
- Direct Bookings Save Money: Avoid OTA commission fees and increase profitability by driving more bookings through your website.
- Booking.com Changes Create Opportunities: Hotels can now offer lower rates on their websites, making direct bookings more competitive than ever.
- DigitalGuest Drives Results: Tools like post-stay emails, exclusive offers, and upselling features help hotels increase direct bookings and foster guest loyalty.
The way people book their stays is changing, and hotels need to keep up. With Booking.com making significant updates to its policies, it’s a critical moment for hotels to prioritize direct bookings. Why? Because direct bookings don’t just save you money on commission fees—they put you in control, helping you build better relationships with your guests and maintain your brand’s identity.
So, how can you maximize direct bookings and take advantage of these changes? That’s where DigitalGuest comes in. By leveraging tools like post-stay emails, exclusive discounts, and user-friendly booking links, DigitalGuest helps hotels increase direct bookings, reduce OTA dependency, and foster guest loyalty. Let’s explore why direct bookings matter, what Booking.com’s changes mean for your hotel, and how DigitalGuest can make a difference.
What Are Direct Bookings?
Direct bookings refer to reservations made directly with a hotel or accommodation provider, bypassing third-party platforms like OTAs (Online Travel Agencies). These bookings can happen through various channels, including a hotel’s website, phone calls, emails, or in-person visits.
This approach has gained popularity as more travelers realize the advantages of going straight to the source—like getting better deals, personalized experiences, and avoiding hidden fees. Direct bookings not only benefit guests but also help hotels save on commissions and build stronger connections with their visitors. Who wouldn’t love a more transparent and rewarding booking process?
Why Direct Bookings Matter for Hotels
Save on OTA Fees
When guests book through an OTA like Booking.com, you lose 15–20% of your revenue to commission fees. With direct bookings, you keep that money in your pocket. Every booking made on your website allows you to reinvest in your property and deliver an even better guest experience.
Build Stronger Guest Relationships
Direct bookings allow you to connect with your guests on a more personal level. Whether it’s a warm welcome email, tailored offers, or a small gesture during their stay, these touchpoints help you create loyalty and turn one-time visitors into repeat guests.
Take Control of Your Brand
OTAs showcase your hotel alongside countless others, often overshadowing what makes your property unique. With direct bookings, you can tell your story your way. Highlight your boutique charm, eco-friendly practices, or family-friendly features without the competition.
What Booking.com’s Changes Mean for Hotels
Freedom to Offer Lower Prices
As of July 1, 2024, hotels in the European Economic Area (EEA) can now offer rooms at lower prices on their websites than on Booking.com. This change comes after Booking.com removed parity clauses in response to the Digital Markets Act (DMA). It allows hotels to advertise competitive pricing directly on their websites, making it easier to attract guests while reducing OTA dependency.
With the ability to offer lower rates directly, you can encourage guests to skip OTAs and book through your site. Not only does this save on commission fees, but it also lets you market additional value-added services like upgrades, packages, and experiences—boosting your profit per booking.
How to Leverage Lower Prices for Direct Bookings
Hotels can make the most of these changes by adopting a strategic approach:
- Highlight Competitive Pricing on Your Website
Use clear messaging to inform guests that booking directly is cheaper. A phrase like “Best Price Guaranteed on Our Website” can grab attention and build trust. - Promote Exclusive Offers
Offer value-added incentives for direct bookings, such as complimentary breakfast, room upgrades, or flexible cancellation policies. These extras make your direct booking channel more appealing than OTAs. - Advertise Discounts in Post-Stay Emails
Post-stay emails are a golden opportunity to keep guests engaged. Include a thank-you note, a survey, and a discount code like “STAYAGAIN10” to encourage future direct bookings. This simple strategy ensures your property remains top of mind. - Use Social Media to Spread the Word
Leverage social media platforms to showcase your lower direct booking rates and exclusive offers. Eye-catching visuals and limited-time promotions can drive traffic to your website and emphasize the benefits of booking directly.
Ready to maximize your hotel’s direct bookings?
How DigitalGuest Helps Increase Direct Bookings
Post-Stay Emails That Build Loyalty
Your guest’s experience doesn’t end at check-out. DigitalGuest makes it easy to send personalized post-stay emails thanking guests for their visit and inviting them to book directly next time. Add exclusive offers, such as a discount or free room upgrade, to give guests an incentive to return.
Simple and Accessible Booking Links
DigitalGuest makes it simple to embed direct booking links wherever your guests interact with you. Whether it’s in post-stay emails, on your digital guest directory, or through QR codes placed around your property, booking directly has never been easier. When you make the process seamless, more guests will choose the direct path.
Upselling Value-Added Services
DigitalGuest empowers hotels to showcase upgrades like early check-ins, late check-outs, or premium amenities. These upselling opportunities not only boost revenue but also make your direct booking channel more attractive than an OTA.
Benefits of Direct Bookings with DigitalGuest
- Higher Revenue Retention
Every direct booking made through your website saves you from paying OTA commissions. Pair this with the ability to upsell additional services, and your revenue per guest grows significantly. - Enhanced Guest Loyalty
When you book directly, you can collect valuable guest data—preferences, special occasions, and more. Use this information to personalize future communications and offers, ensuring guests feel valued and eager to return. - Smarter Marketing Strategies
DigitalGuest provides insights into guest behavior, helping you refine your marketing campaigns and identify what drives direct bookings. With these tools, you can focus on what works and continuously improve.
Conclusion
The hospitality industry is evolving, and so is the way guests book their stays. With recent updates from Booking.com, hotels in the EEA now have more freedom to offer competitive prices on their websites, making direct bookings for hotels more appealing than ever.
With DigitalGuest, increasing your hotel’s direct bookings and reducing OTA dependency has never been easier. By capitalizing on the latest Booking.com changes and implementing personalized strategies, you can reduce OTA fees, build guest loyalty, and maximize revenue.
Ready to see how DigitalGuest can help? Book a free demo now and start driving more direct bookings for your hotel today!
