- Claim your Google Business Profile and make sure it is being verified
- Encourage your guests to leave reviews on Google, create a QR code that linked to your google review page and put it at the receptionist
- Make sure your hotel photos, and information is being updated
If you run a hotel or homestay, you must think of this question before: Should I focus more on OTA bookings, or direct bookings?
Some owners rely heavily on OTAs because they bring visibility. Others push direct bookings to avoid high commissions. The truth is, both have their role, and understanding how they work will help you make better decisions for your business.
Let’s break it down in simple terms.
What Is a Direct Booking?
A direct booking happens when a guest books straight with your hotel, without any middleman.
This can be through:
- Your hotel website booking engine
- WhatsApp or phone calls
- Email enquiries
- Social media links (Facebook, Instagram, etc.)
What Is an OTA Booking?
An OTA booking is when a guest books through platforms like Agoda, Expedia, or Booking.com. OTAs act as a middleman between guests and hotels. Most guests usually prefered to book on OTAs because they can:
- Compare many hotels at once
- Read reviews and ratings
- Filter by price, location, and facilities
For hotels, OTAs offer massive exposure, especially to international travellers. However, this comes with a high commissions, which can go up to around 15–25% per booking.
Why You Cannot Rely only on OTA?
- High commissions eat into your profit
OTAs typically charge 15–25% per booking, and this can increase further if you participate in their promotional campaigns. Over time, these fees significantly reduce your profit margins
- Limited control over promotions
OTAs often run site-wide discount campaigns. Many hoteliers join these promotions to stay competitive, but you may not get the same opportunities as others offering bigger discounts. This can further shrink your revenue.
- Limited access to guest data
When guests book through OTAs, you only receive basic information. Without full access to guest data, it’s harder to understand your clientele, offer personalized services, or run effective loyalty programs.
- Guests may return to OTAs
Many travellers search your hotel on Google first. If they can’t find a direct booking option or enough useful information, they may return to OTAs — and possibly end up booking a competitor.
That’s why having a strong direct booking strategy is essential — it keeps your profits higher, gives you full control over your guests, and reduces dependence on third-party platforms.
Why does Direct Booking Matters?
- Full access to guest data
Direct bookings give hotels valuable insights about guests, including booking channels, lead times, and preferred room types. This helps you understand behavior, plan promotions, and make smarter business decisions.
- Control over room rates and promotions
With direct bookings, you have full flexibility over room rates and promotional campaigns. Unlike OTAs, which often enforce site-wide discounts that reduce your margins, you can offer exclusive deals to direct bookers and strategically manage your pricing. Combined with the fact that OTA commissions often between 15–25% — are avoided, this allows your hotel to maximize profit while keeping more control over your revenue.
- Personalized experience
Guests can communicate directly with your hotel, allowing you to offer tailored recommendations and a more memorable stay. This personal touch encourages loyalty and repeat bookings.
- Build loyalty and relationships
Reward returning guests with loyalty programs or private promotions
5 Ways to Increase Hotel Direct Booking
Here’s the key: traffic is essential. So, more visitors to your website or booking engine = more potential direct bookings. Without traffic, even the best system won’t generate sales.
Here’s how you can drive more traffic:
1. Google Free Booking Link
Google Free Booking Links show your hotel’s direct booking option directly in Google Search Results, usually under Google Ads.
Why it helps? When guest searching your hotel, they can book directly, hence reduce reliance on OTA.
What do you need? A hotel booking engine that integrates with Google.
2. Hotel Website
A good hotel website means the hotel will also have a powerful marketing tool that helps to increase sales and revenues.
A good hotel website should have the following elements:
- User-Friendly Website Navigation
- Responsive & Mobile-friendly Design
- Clean and clear formatting
- Good quality images and videos
- SEO Optimization
- Call To Action
- HTTPS for secure website
When it comes to booking directly from the website, Google Analytics can tell you where your visitors' location is, which sites your visitors come from, or even how long they view your hotel website. With this useful information, you will know your buyers' persona and make use of it for any promotion and marketing campaign.
3. Google Business Profile
Google Business Profile lets you share information about your hotel with everyone who finds you via Google Search and Google Maps.
Here are the pretty things you should follow:
- Claim your Google Business Profile and make sure it is being verified
- Encourage your guests to leave reviews on Google, create a QR code that linked to your google review page and put it at the receptionist
- Make sure your hotel photos, and information is being updated
Read also: How to List My Hotel on Google
4. Social Media
Social media is another important tool in this era to promote products and services. Many businesses are using social media because it is easy to use and simple.
If you are looking for more information about social media marketing strategy, hit this blog. We shared a step-by-step guide on how you can fully utilize social media platforms like Facebook, Instagram, YouTube, and TikTok to bring traffic and increase brand awareness about your hotel.
Wanted to try but not sure where you can start? You can go with your Facebook Page first. Check out the video below on how you can increase your hotel bookings from Facebook.
5. Offline to Online
Offline marketing refers to any advertising carried out using traditional offline media such as television, billboard ads, and radio. Below are some ideas for offline advertising that you can do. Note that some of them need a budget explicitly allocated for advertising.
- Handing out your brand's logo (pamphlets, flyers)
- Television or radio advertising
- Loyalty programs
- Coupons and discount pricing
These campaigns can push potential guests to your website or social media, where they can book directly. You only need a hotel booking engine to be installed so that they can book directly with you online.
You are still looking for the best hotel booking engine? I have some recommendations in my Hotel Booking Engine blog. In this blog, I include also the demo video together with the link for you to easily claim your free trial account.
Conclusion
Direct bookings give you full control over your revenue, brand, and guest experience. While OTAs provide visibility, combining them strategically with a strong direct booking strategy ensures higher profits, loyal guests, and sustainable growth.
With the right tools and marketing strategies, you can reduce OTA reliance, maximize direct bookings, and make your hotel business more profitable.