Moore Hotel Consulting

8 Tips for more direct bookings to your hotel website in 2021

Here are a few simple tips that will help increase direct bookings on your website, convert that pent-up demand and reclaim more share from the OTAs

1. Check your Web-Booking Engine

  • Flexibility is key in times of the Pandemic so guests feel at ease to make a booking
  • Test the complete booking process yourself on a regular basis
    • Is it easy to make a decision or do you need to read too many long winded offers?
    • Can you streamline your offers?
  • Reducing your offers to 3 or 4 will result in higher conversion because guests are not overwhelmed by choice.
  • Have clear guarantee & cancellation policies

 

2. Mobile Booking

  • Ensure your Hotel website is fully responsive
  • Mobile bookings are the fastest growing channel
  • Make a booking from your mobile to check the booking engine is dynamic, responsive and delivers the guest experience you expect it to deliver
  • Ensure all images & text display as expected
  • Work with your booking engine provider if you want functionality added that might not be enabled as yet on your site

 

3. SEO – Review Hotel Website search engine optimization

  • Check and update the short and long destination keywords to maximize organic positioning in search engine results.
  • Refine meta-tags, page titles and links and continue writing topical blogs

 

4. Don’t allow OTAs to bid under your name

  • Review the bidding clause in your OTA contracts
  • Send your hotel’s trademark to Google and other search engines so they can block OTA advertisements using your hotel name or brand.

 

5. PPC – Pay per click advertising

  • Bid for keywords on the hotel’s name to drive traffic directly to your hotel website and away from 3rd parties.
  • Use cookies to pop-up banners on visitors to your brand website

 

6. Recapture abandoned bookings

  • Target pop-ups and email re-engagement campaigns re-open the communication channels with visitors who have started but not completed a booking on the hotel website

 

7.  ORM – Online Reputation Management

  • Post-departure emails inviting guests to review their stay on your hotel site or well known review sites such as Tripadvisor, Holidaycheck, Google+
  • Manage reviews through an online reputation management tool such as Review Pro, Revinate or TrustYou
  • Respond to all reviews. Remember this is not a job for the summer intern, but a senior manager
  • Give structured feed back to all departments and work on areas of improvement because many efficiencies & improvements can be made by just listening to your guests
  • Display the hotel review results on the hotel website to show guests’ opinion. Guests will have trust in your hotel, when they see what others experienced

 

8. Meta-search

  • Have a business listing on TripAdvisor and display direct hotel rates in price comparison sites such as Google, Kayak, TripAdvisor, Trivago and others.
  • Customers do like to buy directly from a hotel and seeing the same or better rates in a Meta search result, makes it easy to book directly on the hotel website.