Online Travel Agencies (OTAs) like Expedia, Orbitz, Hotels.com, VRBO, and modern disruptors like AirBnB can be a great source of bookings for your property, but they come at a high cost in both commissions as well as loss in control over your guest experience.

Why are direct bookings better than through an OTA?

1. Lower costs: Direct bookings typically cost less than bookings through an online travel agency (OTA). This is because OTAs charge a commission for each booking that can be as high as 40%.

   
   

2. Greater control: When you receive direct bookings, you have more control over the customer experience, from the booking process to the check-in process. This allows you to create a unique experience for your guests and build loyalty.

   At The Avon we have found guests booking through OTAs are more frequently outside of our target market and as such express lower satisfaction in their stay and lower scores in their online reviews.
   
   

3. More data: With direct bookings, you can collect more information about your guests and use it to improve their experience and increase repeat visits. You can also use this data to create targeted marketing campaigns that are tailored to each guest’s preferences.
   
   

4. Better customer service: With direct bookings, you have more opportunities to provide personalized customer service and build relationships with your guests. This will help ensure that they come back again in the future and recommend your property to others.

   At The Avon we have found OTA bookings to add another layer of complexity when it comes to customer service for cancellations and booking changes.

Ways to increase direct bookings for your property:

1. Optimize your website: Make sure that your website is optimized for search engines and mobile devices so that it’s easy to find online. Make sure that the booking process is simple and straightforward, and include photos, videos, and other content to make it more appealing.

   Reach out to us at Payette Media House if you have questions about building a content strategy that will help drive organic traffic.
   
   

2. Use social media: Use social media to promote your property and create a community of loyal customers who will recommend you to their friends and family.
   
   

3. Offer discounts: Offer discounts for direct bookings or loyalty programs for repeat guests to encourage more people to book directly with you instead of through an OTA.

   
   

4. Build relationships: Build relationships with travel bloggers, local businesses, and other influencers in your area who can help spread the word about your property and attract more direct bookings.
   
   

5. Leverage technology: Leverage technology such as chatbots or automated emails to make the booking process easier and more efficient for customers.

   We deployed the Hospitality Management System by CloudBeds to streamline the booking process for our guests and manage inventory across both direct and OTA channels. We do continue to offer limited inventory through OTAs for visibility and achieved a 77% direct booking rate in 2022.
   (Learn more about CloudBeds)

   
   

6. Utilize advertising: Utilize online advertising such as Google Ads or Facebook Ads as well also local advertising to target potential guests who are likely to be interested in your property and its services.

   At The Avon we partner with local events and strategic partner businesses for greater awareness and reach.

Increasing the proportion of direct bookings has been a high priority for us to maximize RevPAR and maintain maximum control over the guest experience. We have found the above strategies to gain additional direct bookings to be well worth the time and effort.