Beat the OTAs and win more direct bookings

Traveller behaviour is evolving rapidly, changing how accommodation is discovered, researched and booked. From AI-powered search and personalised recommendations to social media and mobile booking platforms, technology is influencing every stage of the guest journey.

These changing behaviours are impacting how operators can connect directly with guests and influence booking decisions.

The latest print edition of AccomNews is out now. Read it HERE

A well-designed website is now one of the most powerful tools in an accommodation provider’s marketing arsenal. High-quality imagery, clear messaging, intuitive navigation and seamless booking functionality all play a role in converting interest into confirmed reservations. Equally important is ensuring the booking journey is optimised for mobile users, with fast load times, simple payment options and minimal friction throughout the process.

Capitalising on local demand drivers such as concerts, sporting events, festivals and major community gatherings can also drive bookings. Strategic packaging, targeted promotions and dynamic pricing can help properties capture increased demand during peak periods while delivering additional value for guests.

Retaining existing guests is also becoming more important. Loyal guests not only return, they often spend more and are likely to recommend a property to friends and family.

Investing in  database marketing, personalised email campaigns and remarketing strategies can encourage repeat visitation and strengthen guest loyalty.

While technology, guest expectations and booking behaviours continue to evolve, one theme remains consistent: operators who make it easy for guests to find, trust and book directly are often best placed to maximise revenue opportunities.

AccomNews spoke with two industry experts about the strategies accommodation providers can use to strengthen their direct booking performance and build more profitable guest relationships.

Chris de Closey, Director, Switch Hotel Solutions

What are the early signs that a property’s marketing isn’t working as well as it should?

If you are finding that all of your bookings are coming from online agents, this is a big problem! It means your property isn’t optimised. Your website, communication, booking flow or customer journey could all be impacting this. If you aren’t seeing direct bookings, it means that you need to deep dive and review your set ups

Strong branding and positioning are key across all consumer sectors. For accommodation operators, how important is consistency across OTAs, websites and social media for driving direct bookings?

Customers should get the same experience regardless of the site that they land on. This ensures that they get a clear picture of exactly what is being offered at all times. It helps make their buying decision easier and improves conversion.

Inconsistency impacts the guests, and they might go somewhere else where it is easier if they can’t find a source of truth.

Budgets for staffing can be tight for accommodation operators, and owners can’t always afford to employ experts in every field. For operators who don’t have in-house marketing expertise, where should they focus first to improve performance?

To start, put yourself into the shoes of the customer. Go onto your website, your socials, the OTAs and understand what guests are looking at. Try making a booking, clicking through the various links, and looking at the rooms and descriptions. You should be already, but read your reviews. Have they all been replied to?

Related AccomNews story: Match your strategies to the current economic climate

Having consistent, easy to find and valid information online is the easiest way to start to improve your performance. You don’t need to be a marketing whizz to think like a guest. If you are unsure, ask your friends to give feedback as well. People who aren’t in the industry can often provide really helpful insights.

Driving direct bookings is all about optimising for the customer, it needs to be as easy as possible for them to book. The OTAs make it simple with a few clicks, so we need to make it more enticing to book directly.

Think about what you can offer the guest as an incentive to book with you, it could be priority check in or later check out, free upgrades or more. It doesn’t always have to cost money, it just needs to be enticing enough to convert.

Simon Oldham, Founder, Acclaim Digital Pty Ltd

AI is increasingly shaping how travellers search and discover accommodation. How should operators be adapting to remain visible in these new search environments?

When it comes to the accommodation industry, AI is already having a major impact, and this trend is set to continue and evolve rapidly.

Accommodation providers, be it large or small, need to ensure they adopt new AI principles now, or risk being left behind in the next six months.

Travellers are increasingly using AI-powered and conversational search tools. How can accommodation providers ensure their properties remain visible online?

The organic search landscape is changing, and quickly.

Whilst it’s still important to focus on traditional organic SEO methods, it’s now more important to speak to conversational search intent, which is the backbone of AI/AEO (Answer Engine Optimisation).

Searches are now more conversational with phrasing such as “find me a 4 star hotel that’s close to the beach and good for families”

In order to be visible for these AI searches, you need a solid content plan that speaks to travellers’ requests. Now more than ever specific blog content and tightly focused FAQ’s that highlight the USP (Unique Selling Proposition) of your property are so important.

Related AccomNews story: OTA virtual cards, the hidden cost hospitality can no longer ignore

What types of creative approaches or messaging have you found are most effective at driving engagement that ultimately converts into direct bookings?

You can also use new AI tools to help shape the visitor journey before they even arrive. From mapping their arrival details, to organising an Uber, express check-in, and pre booking up-sells such as breakfast add-ons and room upgrades, the right AI tools can seriously enhance the guest experience and ultimately your bottom line.