Developing a direct reservation channel is one of the most effective strategies for hotels to increase their profitability and optimize the relationship with their guests. By reducing dependency on intermediaries such as OTAs (Online Travel Agencies), hotels not only avoid high commissions, but also gain greater control over the customer experience from booking to post-travel stay. By directly managing sales, revenue is maximized, costs are reduced, and customer loyalty is encouraged.
In this article, we explore the key advantages of developing a direct reservation channel and highlight the success ofElCielo HotelIn Medellín, a concrete example of how the optimization of its direct channel has increased sales and strengthened its online presence.
1. Reduction of commissions and increase in profitability
OTAs usually charge commissions that can range between 15% and 30%, which significantly affects the profit margins of hotels. By developing a direct channel of reservations, hotels can avoid these costs, maximizing net income for each reservation. In addition, control over rates, promotions and offers translates into greater flexibility to respond to demand, which allows you to increase reservations.
An exemplary case isElCielo HotelIn Medellin. In less than 8 months, they managed to45% of your monthly salesThey came from their direct channel, with a return on advertising investment (Roas) greater than 25. This reduction in the OTAS dependency allowed the hotel to maintain higher profit margins and improve overall profitability.
2. Better control of the customer experience
One of the greatest advantages of managing a direct channel is the possibility of controlling the entire customer experience, from the moment of booking to after your stay. Hotels can customize communication, offer exclusive promotions and provide a highly personalized service. In addition, by directly accessing guest data, hotels can create loyalty programs and specific promotions based on individual preferences.
ElCielo HotelIt implemented a direct booking strategy that allowed them to offer personalized experiences, which significantly improved customer satisfaction and increased the number of recurring guests. Direct access to guest data allowed them to adjust services and promotions, generating a deeper connection with their clients.
3. Greater organic visibility through search engines
Optimize theSEO (Search Engine Optimization)The hotel’s website is essential to attract more organic traffic and increase direct reservations. An optimized website not only increases the visibility of the hotel on Google, but also improves the quality of visits, which generates more conversions without the need to depend exclusively on OTAs.
ElCielo HotelIt has consolidated its presence in search engines thanks to a solid SEO strategy. Its site appears in the first search results related to luxury tourism in Medellin, which has allowed them to attract both national and international customers. This visibility has been key for the hotel to reach 45% of its sales through its direct channel in less than 8 months.
4. Loyalty and loyalty programs
A direct channel of reservations facilitates the development ofPersonalized loyalty programs, based on guest data. With direct access to customer information, hotels can design exclusive offers, personalized promotions and rewards that encourage loyalty and repeated reservations.
OnElCielo Hotel, The use of custom data has been essential to create a loyalty program that rewards guests who book directly from their website. This approach has increased customer retention and the average value of reservations, as guests perceive a more exclusive and personalized service.
5. Greater flexibility in prices and promotions
OTAs often impose restrictions on the promotions and prices that hotels can offer, limiting responsiveness to market fluctuations. By managing a direct channel, hotels have the flexibility to adjust rates and launch promotions in real time, adapting to demand, season or customer behavior.
ElCielo HotelYou have used this flexibility to create exclusive promotions and customized packages for guests who book directly. This strategy has allowed them to attract high value customers with rates specifically designed to meet their expectations, which has increased the number of reserves and maximized revenue in specific seasons.
6. Better data analysis and information-based decisions
A direct reservation channel provides access tovaluable dataOn the behavior of the guests, their preferences and the performance of marketing campaigns. This information allows hotels to perform more detailed analysis, giving them a competitive advantage by optimizing their marketing and sales strategies based on real data.
ElCielo HotelYou have leveraged access to this data to identify behavior patterns in your clients and adjust your marketing campaigns. Thanks to this information, they have maximized the return of their investments in advertising, maintaining aRoasgreater than 25 constantly. This data-driven analysis has been key to the continuous optimization of your sales and marketing strategies.
Final reflection
Developing a direct reserve channel is an essential strategy to improve profitability, loyalty and control over the customer experience. the success ofElCielo HotelIt demonstrates how an investment in SEO, digital marketing and optimization of the guest experience can generate important results in a short period of time.
Thanks to this strategy,ElCielo Hotelhas made the45% of your monthly salescome from direct reservations, maintaining aelevated roasand growing customer satisfaction. Implementing and optimizing a direct channel not only allows hotels to increase their income, but also provides them with greater independence and long-term sustainability, essential elements in a market as competitive as hospitality.
Developing your own direct booking channel will give you control over the experience of your guests, increase the profitability of your hotel and strengthen long-term relationships with your customers.
