Achieving a steady increase in direct bookings is the holy grail of hotel marketing and distribution teams. However, this quest for direct bookings to your hotel is also constantly challenged by the changing dynamics of the online marketplace.
On one side, it is the established Online Travel Agencies (OTAs) with high power marketing campaigns. On another, it is rogue OTAs sourcing rates from Wholesalers and selling your hotel cheaper than on the brand website. The complexity of metasearch and Google’s evolving ambitions in the travel space makes metasearch marketing challenging to say the least.
So, amidst all this, where should the hotel focus on when it comes to increasing direct bookings?
Foundations for a direct booking strategy
As with any strategy, it is important to get the basics right. This helps ensure that once you are up and running you can consistently build on your efforts to increase direct bookings.
Rates & pricing – get the structure right
- Start with a clear and simple rate structure
- Ensure uncomplicated room types and naming system
- Have the appropriate number of rate plans and plan types
- Get the pricing right
Position for more direct bookings
- Have a clear positioning statement that reflects what your hotel represents
- Identify clearly the unique selling points and differentiators
- Positioning should support the overall value proposition as perceived by bookers
Plan your brand website
- Use a content goal matrix while developing content and layout for your website
- Ensure that the navigation is clear and easy
- Implement the best possible booking engine that fits your needs
- Invest in high-quality images
- Spend time and expense on getting the text and descriptive content right
- Have adequate flexibility to do promotions and offers quickly
- Use an upselling tool that supports the overall strategy
Manage reputation to up direct bookings
- Have a clear plan to manage guest feedback across multiple channels
- Ensure there is adequate focus on achieving more (positive) reviews
Ensure rate integrity
- Have a consistent approach to distributing rates across all channels
- Be fair but firm with third-party partners
- Ensure rate parity but differentiate with value
Do metasearch marketing
- Use a digital agency that has expertise in metasearch
- Allocate spend to metasearch with clear goals on return on investment (ROI)
Implement ongoing content marketing
- Publish unique content consistently on your blog and share on social media
- Ensure that the content is connected and use a spiderweb of interrelated themes
Measure & improve
- Identify a set of metrics that you want to monitor progress by
- Ensure teams involved are briefed and plans and expectations set
