In the hotel business, we often hear the same question: “How can we attract more guests to book directly, rather than through Booking or other intermediaries?”
The answer is simple – guests will only choose to book directly if it is clearly beneficial and easy for them to do so.
1. Make your website fast and clear
When a guest visits your website, they should understand how to book a room in an instant.
The booking button should be clearly visible (high up on the page, immediately visible).
The booking process should involve as few steps as possible.
Fast page loading – if the website is slow, the guest will simply return to Booking.
In my practice, more than one hotel has increased the number of direct bookings simply by addressing this point – sometimes a simple solution is enough.
2. Give guests something extra for direct bookings
You pay Booking a 15-20% commission, so why not share some of this amount with your guests?
For example:
Free parking.
Late check-out.
Breakfast included at the same price.
A better room, if available.
Often, when I implement this strategy in hotels, guests themselves start telling their friends about the “secret” benefits.
3. Say it clearly – “The best price is only here”
The hotel website should clearly state that guests get the best price here. Not in small print, but clearly and understandably.
If guests see the same price on Booking and your website, they will often choose Booking for convenience. So make sure your price is at least slightly better or offers added value.
4. Remind guests about direct bookings
Emails to former guests with a discount code.
Social media posts with the message “Book directly – get more.”
Business cards, stickers in rooms, even the Wi-Fi login page can have a reminder about direct booking.
Small reminders are more effective than many people expect, especially when they are integrated into the hotel’s daily routine.
5. Train your staff
Sometimes a guest arrives via Booking but plans to return. If the receptionist clearly tells them that next time they can book directly and receive benefits, this can lead to a long-term change.
In the hotels I work with, this point often becomes a free “upselling” channel – the staff starts to generate additional benefits without any marketing budget.
The bottom line: direct booking must be more convenient, cheaper, or more valuable for the guest than booking through an intermediary.
And yes, most of these tips are from real hotel situations I’ve worked in. If it seems like you need a specific plan for your case, there are ways to apply everything in practice, even if direct bookings currently account for only a few percent.