OTAs (Online Travel Agencies) such as Booking, Expedia and Despegar have been an essential tool for the hotel industry for years. However, their high commissions-which can reach up to 25% per booking-andlack of control over the relationship with guests have led hotels to look for more profitable and sustainable strategies.
In this article, we explore how Digisap helps hotels in Medellín and Colombia increase direct bookings, optimize costs and improve profitability without relying on intermediaries.
1. Why is it key to reduce dependence on OTAs?
OTAs offer visibility, but also present several challenges for hotels:
❌ High commission costs: Reduced profit margin on each booking.
❌ Low guest loyalty: Customers book by price and can easily switch hotels.
❌ Lack of control over the customer experience: OTAs manage the guest relationship prior to check-in.
❌ Difficulty to differentiate: All hotels compete on a level playing field within the platform.
To counteract this, hotels need strategies that attract direct traffic to their website and motivate travelers to book without intermediaries.
2. Key strategies to increase direct bookings
🔹 SEO Positioning: More Organic Traffic, More Bookings
SEO (Search Engine Optimization) is essential for a hotel to be visible in Google’s top results when travelers search for lodging options.
🚀 Digisap strategies:
✅ Optimization with keywords such as “luxury hotels in Medellin” or “best boutique hotels in Colombia”.
✅ Creation of relevant content with blog articles, tourist guides and recommendations.
Implementation of technical SEO strategies to improve loading speed, user experience and mobile usability.
Expected impact: Increase in organic traffic by more than 100% during the first year.
🔹 Google and Social Media Advertising: Attracting Profitable Guests
Investment in paid advertising is key to attracting direct bookings. Digisap uses a data-driven approach to maximize conversion.
🎯 Key channels:
✔ Google Ads (Hotel Ads, Search, Display, YouTube).
✔ Meta Ads (Instagram, Facebook and Audience Network).
✔ TikTok Ads for hotels looking to attract young audiences.
📊 Results with Digisap:
- Haven Medellín achieved +10,000 followers on TikTok and Instagram in just 3 months.
- El Cielo Hotel achieved an ROAS of 50, reducing its investment in OTAs.
- Binn Hotel tripled its direct sales in only 3 months.
🔹 Exclusive Offers and Benefits for Direct Bookings
One of the main reasons why customers book through OTAs is the perception of better prices. Digisap helps hotels implement strategies so that customers prefer to book directly:
💰 Offers only on the hotel website:
✔ Special discount on direct bookings.
✔ Additional benefits such as early check-in, late check-out or free breakfast.
✔ Loyalty programs with exclusive discounts for recurring guests.
🔗 Retargeting strategy:
✔ If a user visits the hotel website but does not book, they are shown personalized ads on social networks and Google to incentivize conversion.
🔹 Email Marketing and Automation for Customer Retention
Remarketing to previous customers is one of the most profitable tactics.
📩 Digisap strategy:
✅ Automated mailings with personalized discounts and promotions.
✅ S egmented campaigns based on customer behavior.
✅ Recovery of abandoned bookings with strategic reminders.
Expected impact: Increased conversion rate and increased customer loyalty.
🔹 Web User Experience and Booking Engine Optimization.
Many hotels lose direct bookings because their website is not optimized.
💡 Digisap solutions:
✅ Fast and mobile optimized web design.
✅ S implified booking process in a few steps.
✅ Integration with CRM and booking engines to manage customers.
📊 Expected results:
✔ Reduction of the abandonment rate in the booking process.
✔ Increased conversion on the hotel website.
3. Measurable Results and Guaranteed ROI
Digisap not only implements strategies, but measures every action to optimize results.
📈 Key KPIs:
✔ Increased organic and paid traffic.
✔ Reduction of customer acquisition cost.
✔ Growth in direct bookings vs. bookings through OTAs.
✔ Increase in the conversion rate of the hotel’s website.
Example of impact:
💰 In just 3 months of work:
- Website sales increased from 12.4% to 17.4% of total sales.
- In another hotel, web sales increased from 4.3% to 17.1% of the total.
Your Hotel Can Increase Direct Bookings with Digisap
Reducing dependency on OTAs and increasing direct bookings is not only possible, but profitable. With SEO, digital advertising, email marketing and web optimization strategies, Digisap has proven to generate sustainable results for hotels in Medellin and Colombia.
💡 Do you want to transform your digital strategy and increase your hotel’s profitability?
📞 Contact us today at www.digisap.com and schedule a free consultation. 🚀
