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Direct bookings have become practically a science among hoteliers. Everyone is trying to understand what to do to increase their direct channels because, while OTAs give you great exposure, you can’t become 100% dependent on them.
And why is that? It all comes down to one principle: Don't put all your eggs in one basket. Just like in finances, when it comes to bookings, you need to diversify your efforts and not rely on a single channel.
If you rely entirely on OTAs for your bookings, you're completely vulnerable. If an OTA changes its policies, adjusts commission rates, or experiences technical issues, your bookings suffer immediately.
The missing piece many hotels overlook? Strategic guest communication.
The connection between guest communication and direct bookings isn't always obvious, but it's powerful. Every interaction with a potential or returning guest is an opportunity to build the kind of relationship that brings them back to your direct channels.
Here's how leading hotels are using guest communication to grow their direct bookings:
When someone visits your website, they're already interested. But if they can't get immediate answers to their questions, they'll likely head to an OTA where they feel more confident booking.
How this increases direct bookings:
Through website messaging tools and unified inbox systems, hotels can offer immediate guidance to every visitor. All doubts are solved in an instant while they are still engaged. You generate confidence but also capture the booking at the exact moment of highest intent.
Think about it: A guest comparing your property to others on an OTA sees your direct site but has questions about parking, pet policies, or room views.
If they get instant answers on your site, they're more likely to complete the booking there, especially if you can mention direct booking perks in that conversation.
Implementation tip: Tools like Bookboost's Unified Inbox connect all communication channels in one place, so no question goes unanswered, regardless of where it comes from.
Do you want to know more about how to bulletproof your website for direct bookings? Here’s a guide we prepared for you.
Here's a reality check: Many of your OTA bookings could have been direct bookings. These guests already trust your property… they just didn't book directly the first time.
How this increases direct bookings:
With a multi-channel CRM approach, hotels can identify and communicate directly with their OTA bookers. By collecting guest data from all channels (with permission), you can prepare targeted campaigns that offer incentives to book directly for their next visit.
Since you have the guest's details and booking history, you can communicate directly with this segment through personalised campaigns: birthday discounts, anniversary packages, or exclusive direct-booking rates for returning guests.
The psychology behind it:
A guest who's already stayed with you once has overcome the biggest barrier: trust. They know your property delivers. A well-timed message with a compelling direct booking offer can shift their behaviour permanently.
Implementation tip: Bookboost's Multi-Channel CRM helps hotels consolidate guest data from all sources, including OTAs, making it possible to run these conversion campaigns at scale.
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One of the most powerful drivers of direct bookings? Word of mouth.
When guests have exceptional experiences, they talk about it, and they're more likely to book directly when they return or recommend you to friends.
How this increases direct bookings:
Strategic guest communication means reaching guests on their preferred channels (WhatsApp, email, SMS, etc.) with hyper-personalised messages that resonate with their specific needs and preferences.
This tailored approach dramatically increases satisfaction, which fuels recommendations and repeat direct bookings.
When a guest receives a message in their preferred language, on their preferred channel, with offers that actually match their interests, the experience feels personal. That emotional connection is what drives them to skip the OTA middleman next time and book with you directly.
Implementation tip:
Multi-channel CRM systems like Bookboost enable hotels to track communication preferences and send targeted messages across multiple platforms from a single dashboard.
Learn more about how to use segmentation with Bookboost.
RoomRepublic, a hotel group in Sweden, realised its main problem was being too dependent on Online Travel Agencies. They decided to focus on reaching their OTA bookers directly and building a robust guest communication strategy.
The approach:
The results: RoomRepublic now recovers up to 23% of guest details from OTA bookings and has seen measurable increases in direct bookings from returning guests.
Read their full case study here.
Increasing direct bookings isn't just about your booking engine or website design. It's about building direct relationships with your guests through strategic communication.
Every message, every answer, every personalised touchpoint is an opportunity to strengthen that relationship and bring guests back to your direct channels.
The hotels that win in direct bookings are those that:
Investing in the right guest communication technology and strategy isn't just about efficiency; it's about building a sustainable direct booking channel that reduces OTA dependency and increases profitability.
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