Strategies to Encourage Direct Bookings in Tourism

6 in every 10 holiday bookings are made online, but only 2 take place directly on hotels' own websites.

As Amadeus's most recent report on direct bookings reveals, the hotel industry needs to rethink its strategies for attracting and retaining customers if it is to increase revenue.

In recent research by h2c, 20% of the hotel chains surveyed are not satisfied with their existing booking systems, chiefly because of the lack of personalisation and customisation of offers. These companies are considering investing in new systems over the next 3 years in order to attract, convert and retain guests more effectively, through direct bookings.

In today's digital landscape, with a wide offer and strong competition, hotels face additional challenges in standing out online and being discovered by potential customers.

Strategies for standing out in the digital world:

1. Optimise the hotel's website for the various search engines, using relevant keywords (SEO);

2. List the property in local directories, such as Google My Business and TripAdvisor;

3. Use social media to raise the hotel's visibility, such as LinkedIn for business guests, or Instagram and TikTok to attract the new generation of travellers;

4. Invest in paid digital campaigns to maximise RevPAR and the occupancy rate.

Guidelines for increasing revenue and reinforcing brand consistency:

1. Create an efficient payment process, with flexible cancellation policies;

2. Offer personalised deals that encourage additional purchases across the booking journey;

3. Ensure that the images and messages put out across the different communication channels are aligned with the brand's values and identity;

4. Maintain rate parity in order to perform well in metasearch.

Strategies for building loyalty and encouraging repeat direct bookings:

1. Value guest feedback and respond to their comments and questions;

2. Create loyalty programmes with personalised rewards to encourage customers to make and repeat direct bookings;

3. Keep in touch with customers, even once they have left the hotel's websites, through emails and social media advertising.

Source: Amadeus, "Mastering the Art of Direct Booking, in TravelBi

Are you planning to put any of these strategies into practice?

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