What are the best ways for a hotel to increase direct bookings without relying heavily on OTAs?

[Zakary3456]

I’m running a small family‑owned hotel, and lately it feels like OTAs are eating my lunch. Don’t get me wrong, they bring in bookings, but the commissions are starting to sting, and I’d love to get more guests to book with us directly. I’ve tried tinkering with our website and tossing a few posts on social, but honestly, I feel like I’m shooting in the dark. If anyone’s cracked the code on boosting direct bookings without drowning in marketing jargon or burning cash, I’d seriously appreciate any tips or real‑world experiences.

In general returning guests are much more likely to book direct than new business.

So, what’s your return rate like? Do you have a good process for capturing contact details and adding to a mailing list? Are you regularly contacting previous guests with offers and deals? Do you offer any incentive for recommending a friend?

What can you do to increase repeat business? Have you asked departing clients if they would book again? Have you fixed any regular reasons they wouldn’t if possible? Have you asked what incentives would get them to return?

I don't know about increasing bookings generally, but some things that put me off booking direct with hotels include where it's not clear on the website what is available, what the room booking includes (e.g. parking, breakfast etc) and if they require payment upfront, whether the booking is cancellable etc. It drives me mad when none of this is clear and there's a 'fill in your details here to make an enquiry' box.

I just wouldn't bother unless it was somewhere that I was desperate to stay. I never find the queries are answered very quickly and in full.

The OTAs are great for getting eyeballs on your property, but you need to offer a really compelling ‘book direct’ rate. You also need to IMO get reviewed on Google, Trip Advisor, etc and really encourage visitors to leave reviews (follow up emails after each stay, QR code at reception, on bar tables.). How are you ranking on searches for keywords; could you get a marketing consultant to put together a 3-month plan? Content for different calendar events eg January blues, Valentines, or for local festivals/sporting events. Get great photography, and be very very frequent about posting.

Return bookings and good information are obviously important. (Our bugbear is that we hate not having a proper bath but it often isn’t clear, unless there’s a photo of one of those bloody impractical freestanding ones with nowhere to put your soap and towel).

But in our case our main reason for using the likes of booking.com is that they make cancellations easy. DH has some health issues, so it can be hard to commit firmly much ahead of time. Obviously cancellations and late changes are hard for an individual small hotel so I don’t know what the answer is.

Didn’t you post this exact thread a few weeks ago?

Some one asked this a couple of weeks ago and a professional in this area gave advice.

I was about to say the same thing!

Is there a local place of interest, that you could tap into?

For instance, we go birdwatching all over the country - where there is an important RSPB reserve nearby. Some of the B & Bs, which get a good reputation among birdwatchers, get quite full at the relevant times of year (like migration)?

Discount for booking direct. Discount for return customers.

Yes to the making it clear what people are actually booking (breakfast, parking, bathroom, bed size etc).

I'm disabled so although I can walk I can't do stairs. Have a section on your website that tells people exactly what / if you can accommodate disabled people. Have a look at this https://westhorsleyplace.org it's the house used for the UK Ghosts. They don't say, 'We are fully accessible' which I find a ridiculous statement anyway, but tells you exactly what you might have to contend with, gravel, small step, routes that are over grass.

I agree with linking to local attractions / events. What can you offer that others can't?

I push perks you only get by booking direct, keep my site super simple and fast, run local ads, post real behind‑the‑scenes stuff, and email past guests with small repeat‑stay bonuses.

This.

get rid of the OTA or find a company that works for you not against you.

mine is self catering cottages. I use a company with zero penalties for own booked weeks, so can offer repeat guests and block as much as I like.

Are you prominent on Airbnb and booking .com? Are your tripadvisor photos and reviews good? Do you have a social media presence and utilise sponsored posts and social media advertising?

I’ve never used a travel agent in my life. I look on the 3 apps above for the area I want to book in and find the best looking, best reviewed accommodation option in that area. Good photos, good reviews, easy to book. I will book directly if it’s a better deal, but I need to be able to find you.

Late to the party, but one thing that helped my friend’s small hotel was offering small perks only on their own site, like free parking or early check‑in. They also added a “price match” note so guests didn’t assume OTAs were cheaper. Curious if you’ve tried collecting guest emails at checkout and sending simple return-guest offers?

Perks I like for booking direct are guaranteed early check in, late check out, percentage discount, free breakfast, free snacks and water bottles, loyalty discounts, being able to choose a room number on booking (obviously not all, these are some example of things I've received.

Airbnb and booking.com are OTAs, that's what OP is trying to avoid.

Being able to book a specific room, or at least a bed type e.g. double or twin. Often on the booking sites it says choose bed preference 'if available '. I need twin beds not a double, so if I can definitely book a twin room directly, then I will. I don't want to share a double with my friend or sister!

@Zakary3456 are you returning to the thread?