Tired of paying 15-25% of your revenue in commissions to Online Travel Agencies? Learn 3 simple strategies to encourage more direct bookings and put that profit back in your pocket.
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It's the paradox every hotel and tour operator knows all too well. Your phone buzzes with a new booking from a site like Booking.com or Expedia. You feel a brief moment of excitement, which is immediately followed by a sigh as you calculate the 15%, 20%, or even 25% commission you'll have to pay.
Online Travel Agencies (OTAs) are a necessary evil for many. They provide visibility, but they do so at a massive cost to your profitability. They put your business's name in front of thousands, but they also put themselves between you and your customer.
But you are not helpless. You can and should fight back. Encouraging customers to book directly on your own website is the single most effective way to increase your profit margin. Here’s how you can escape the commission trap.
Why Direct Bookings Are Pure Gold
Before we get to the "how," let's be clear on the "why."
* Profitability: This is the obvious one. Every booking that comes directly through your website is 15-25% more profitable. Over a season, this can add up to tens of thousands of pounds straight back into your business.
* You Own the Customer Relationship: When a booking comes via an OTA, they are the OTA's customer. The OTA owns their email address and controls the communication. When they book direct, they are your customer. You get their email, allowing you to build a relationship and encourage repeat visits for years to come.
* Total Flexibility: Direct bookings give you the freedom to offer packages, special add-ons, and a level of personalised service that is impossible through the rigid interface of an OTA.
3 Steps to Winning the Direct Booking War
Step 1: Give Them a Selfish Reason to Book Direct
You cannot expect customers to book direct just to be nice. You must give them a clear, tangible benefit that they cannot get on the OTA.
* The "Book Direct Bonus": This doesn't have to be a discount! In fact, it's often better if it's an added-value perk. Prominently display this on your website's homepage.
* "Book Direct for a Complimentary Welcome Cocktail."
* "Enjoy a Free Room Upgrade when you Book on Our Website."
* "All Direct Bookers Receive a Guaranteed 2 PM Late Check-out."
* The Psychology: This small, exclusive bonus makes the customer feel smart and special. They've found an "insider" deal, which is a powerful incentive.
Step 2: Make Your Website a Better Experience than Booking.com
People use OTAs for one reason: they are incredibly fast, trustworthy, and easy to use. Your own website has to compete on that level. If your site is slow, confusing, or looks unprofessional, a customer will retreat to the safety and simplicity of the OTA to make their booking, even if it costs them more. Your website must be a flawless experience, especially on a mobile phone.
Step 3: Use OTAs as a Billboard, Not a Bed
Don't think of OTAs as your primary sales channel. Think of them as a giant, free billboard. A huge number of modern travellers practice this behaviour:
* They discover your hotel or business on an OTA like Booking.com.
* They then open a new tab and search for your direct website to learn more.
* This is your moment to win them over with your "Book Direct Bonus" and a superior website experience.
You are using the OTA's massive marketing budget to drive traffic to your own, more profitable channel.
You Can't Win a Modern War with Outdated Tools
Fighting back against multi-billion-dollar OTAs requires a professional, modern, and trustworthy digital presence. You cannot win the direct booking war with a slow, amateur website. It's like bringing a knife to a gunfight.
To give customers the confidence to leave the "safety" of Booking.com and book with you directly, your own online presence must be impeccable.
Our "Quick Fix" package is your ultimate direct-booking weapon. We build the fast, secure, and professional .co.uk website that gives UK tourists the confidence to book with you directly. We give you the tools to finally escape the commission trap and take back control of your profitability.
Ready to stop paying commissions and start keeping your revenue?