Proven strategies to boost your direct bookings and strengthen the relationship with your guests
In the dynamic hospitality sector, success transcends the mere occupation of the rooms. A key indicator of solidity and sustainable growth lies in the ability of a hotel to cultivate a steady flow of direct reserves, freeing itself from commissions imposed by online travel agencies (OTAs) such as booking, expedia or takeoff, and simultaneously, in the capacity to Forge lasting bonds with your guests, transforming them into recurring visitors and brand ambassadors.
This article delves into a set of effective and rigorously proven strategies, designed to boost your hotel’s direct reservations and build a loyal and committed customer base.
The strategic importance of minimizing dependence on OTAs
The decision to reduce dependence on OTAs is not simply a matter of savings; It represents a strategic move with profound implications for financial health and long-term projection of your hotel:
- Substantial increase in profitability:The commissions that the OTAs deduct for each reserve, which range between 15% and 25%, directly impact your profit margins. By promoting direct reserves, this percentage is fully retained, boosting profitability for each room sold.
- Full control over the guest experience:From the moment a potential guest visits your website until the moment of their departure, the direct reservation gives you absolute control over each stage of your experience. This allows you to personalize communication, anticipate your needs and ensure a memorable stay.
- Robust loyalty opportunities:Direct reservations make it easy to collect valuable data about your customers, such as their preferences, stay history and special occasions. This information is essential to design personalized marketing strategies, effective loyalty programs and communications that promote the repetition of reservations.
- Reduction of direct competition:In the OTAs environment, your hotel is presented with a multitude of similar options, often competing only for price. By driving traffic to your own website, you minimize this direct competition and allow the unique attributes of your property to shine with its own light.
A palpable example of the benefits of this strategy is found in theBinn Hotel. Through the implementation of strategic campaigns in Google Hotel Ads and an exhaustive optimization of their direct booking process, they achieved an impressive40% reduction in their dependence on OTAs in just six months. This result underlines the transformative potential of a focus on direct reserves.
Key strategies to boost your direct reservations
Below, we explore five fundamental strategies that, implemented synergistically, can significantly increase your hotel’s direct reservations:
1. Comprehensive optimization of your website and booking engine
- Why is it crucial?A significant percentage of travelers, around 70%, expresses their preference for booking directly on the hotel’s website, as long as the process is intuitive, fast and confidence.
- Fundamental strategies:
- Intuitive design and smooth navigation:Make sure that your website offers an exceptional user experience, with a clean design, easy navigation and easy access to relevant information, minimizing any friction that can discourage users from completing their reservation.
- Simplified reservation process:Reduce the number of steps required to complete a reservation to less than three clicks. Each additional obstacle increases the probability of abandonment.
- Integration of an efficient reserve engine:Implement a robust and reliable booking engine that shows availability and prices in real time, offering a secure and transparent booking experience.
- Exclusive offers for direct bookings:Encourage users to book directly on your website by offering exclusive benefits, such as special discounts, free breakfast, room improvements or late check-out.
- Success Case:TheThe Sky HotelIt demonstrated the effectiveness of this strategy by increasing its conversion rate from a modest 1.5% to an impressive 4.2% in a span of three months, after a profound improvement of its reserve engine.
2. Dominating SEO and Google Hotel Ads
- Why is it crucial?Approximately 82% of travelers start their Google hosting process. Therefore, ensuring a prominent presence in both the organic search results and in Google Hotel Ads is essential to capture your attention in the initial stage of your planning.
- Fundamental strategies:
- Strategic SEO for hotels:Implement a hotel-specific search engine optimization (SEO) strategy, including optimizing your website content, site structure, and quality link building to improve your positioning in Google search results.
- Google Hotel Ads:Use Google Hotel Ads to show your rates and availability in real time directly in Google search results, making it easier for users to compare and direct booking.
- Google My Business optimization:Make sure your Google My Business profile is complete, with accurate and up-to-date information, high-quality photos and active guest reviews management.
- Success Case:TheHaven MedellinIt experienced a doubling of its direct reservations in just six months thanks to the implementation of effective campaigns in Google Hotel Ads.
3. High impact advertising on social networks and smart remarketing
- Why is it crucial?A significant 60% of travelers discover new hotels through ads on popular social media platforms like Instagram, Facebook, and TikTok.
- Fundamental strategies:
- Segmented campaigns in Meta Ads (Facebook & Instagram):Create highly targeted advertising campaigns on Facebook and Instagram, targeting specific audiences based on your interests, travel behavior, and demographic data.
- TikTok Ads for Premium Experiences:For luxury hotels, explore the potential of TikTok Ads through creative videos that showcase unique experiences and generate a high level of interaction.
- Strategic remarketing:Implement remarketing campaigns both on Google and on social networks to impact users who visited your website but did not complete a reservation, reminding them of your offer and encouraging them to finish their process.
- Success Case:TheIrotama HotelIt achieved a 30% reduction in its cost per acquisition (CPA) through the implementation of sophisticated remarketing strategies and advanced segmentation of its audiences.
4. Fostering loyalty with Email Marketing and CRM
- Why is it crucial?A considerable part of the guests, around 58%, show their willingness to return to a hotel if they receive personalized offers and relevant content after their initial stay.
- Fundamental strategies:
- Custom email automation:Implement an email marketing automation system to send personalized emails to your guests at different stages of their life cycle, including special offers based on their reservation history and preferences.
- Exclusive loyalty programs:Develop loyalty programs that reward recurring guests with exclusive discounts, additional benefits and preferential treatment.
- Customer Relationship Management (CRM):Use a CRM system to segment your customer database and customize communication with each of them, strengthening the relationship and promoting the repetition of reservations.
- Success Case:TheBinn HotelIt experienced a 35% increase in its conversion rate thanks to the implementation of an automated email marketing strategy and the effective use of its CRM system.
5. Building trust through reviews and a solid online reputation
- Why is it crucial?An overwhelming majority of travelers, approximately 90%, check online reviews before making a reservation decision. Hotels with top ratings may experience up to 30% increase on their reservations.
- Fundamental strategies:
- Proactive Review Management:Actively monitor reviews on key platforms like Google, TripAdvisor and OTAs themselves, responding in a timely and professional manner to both positive feedback and constructive criticism.
- Review request automation:Implement automated systems to ask guests to share their experience after their stay, facilitating the generation of a greater volume of positive opinions.
- Strategic response to all reviews:Spend time responding to all reviews, showing your commitment to customer satisfaction and improving your hotel’s overall perception.
- Success Case:TheHaven MedellinIt managed to double its volume of positive reviews in a six-month period, which contributed to a significant increase in its overall score on Google My Business.
Ensuring sustainable growth of your direct reserves
The hotels that adopt and integrate these strategies of recruitment and loyalty consistently are demonstrating their ability to achieve remarkable results:
- Increase of more than 40% in direct reservesBy optimizing SEO and implementing effective campaigns in Google Hotel Ads.
- Reduction of up to 30% in advertising costsThanks to precise campaign optimization and advanced audience segmentation.
- Up to 35% increase in guest loyaltyThrough the automation of personalized communications and the strategic management of customer relations (CRM).
Take the first step towards a future with greater profitability and autonomy
Are you ready to decrease your dependence on OTAs and unlock the true potential of your direct reserves? Do you visualize yourself enjoying greater profitability and building strong and lasting relationships with your guests?
Don’t postpone the transformation of your digital strategy anymore.
Contact us today atwww.digisap.comAnd discover how our team of experts can design and implement a personalized strategy to maximize your hotel’s profitability and ensure a steady stream of direct bookings. It’s time to take control of your success!
