How a web agency helps a hotel regain control of its sales

hotel web agency

Regain control of direct sales without breaking existing distribution

When a hotel relies too heavily on OTAs (Booking, Expedia, etc.), the problem isn’t just the commission. It’s the loss of control: over displayed rates, over the purchasing experience, over customer data, over follow-ups, over the ability to build a lasting relationship. A specialist web agency steps in precisely at that point: it doesn’t replace the platforms, it puts your website and booking engine back at the heart of your strategy, so that paid channels once again become supporting levers rather than a necessary passage.

The goal is simple: increase the share of direct bookings while maintaining healthy visibility on the platforms. This involves a set of coordinated actions (design, booking journey, SEO, tracking, content, performance, CRM) which, taken together, give the hotelier concrete, measurable room for manoeuvre again.

The question of how to regain control has been the subject of numerous analyses in the sector, notably around the tools and methods for regaining control of distribution. On this subject, the article Hospitality: how to regain control of your sales with … illustrates the challenge well: it’s not a magic wand, it’s a structured plan.

Diagnosing revenue leaks: where the hotel loses control

Before rebuilding a website or launching a campaign, a web agency starts with a sales-oriented audit rather than a purely aesthetic audit. The objective: understand where direct bookings are being lost and why visitors end up elsewhere.

In practice, you often find the same points of friction:

1) A slow site, hard to read on mobile, that drives people away within the first few seconds. 2) A poorly integrated (or too hidden) booking engine, which creates a break in trust. 3) Key information that’s hard to find (parking, times, access, breakfast, cancellation policy). 4) A lack of proof (reviews, professional photos, FAQ). 5) An unclear commercial promise: why book here rather than elsewhere? 6) A lack of tracking: the hotel doesn’t know which channels, pages, or offers actually generate bookings.

The audit is based on data: Google Analytics/GA4, Search Console, heatmaps, session recordings, mobile tests, analysis of local queries, comparison of perceived prices between OTAs and the website, and inspection of the booking funnel. A serious agency gives you a prioritised list: what delivers quick wins, what takes time, what depends on third-party providers (PMS, channel manager, engine), and what requires a redesign.

Redesign the website as a real sales channel (not as a brochure)

Many hotel websites are still thought of as brochures: beautiful images, but little focus on conversion. Yet, regaining control of your sales means the website must become a commercial tool, with an architecture that guides users towards direct booking.

A design that supports decision-making

A web agency will work on the information hierarchy: what the user must understand in 5 seconds (location, category, atmosphere, benefits), then what they should be able to verify in 30 seconds (rooms, indicative prices, amenities, conditions), then what reassures them (reviews, labels, photos, direct contact).

Hotel Web Design is a Google partner with Google Hotels :
your availabilities and prices are continuously sent to Google, which displays free booking links to your booking page.
These links can represent around 10% to 15% additional commission-free bookings. Read the article on
Google's free booking links
.

In hospitality, simplicity isn’t a style, it’s a performance condition: less cognitive load, fewer unnecessary clicks, more clarity. To explore this aspect of efficiency-oriented design further, you can consult The importance of simplicity and minimalism in design.

Mobile-first: booking must be obvious on a smartphone

A large share of visits happens on mobile, sometimes on the move (in the car, at the station, on a terrace). If the Book button is discreet, if the calendar is fiddly, if the photos take 10 seconds to load, the visitor goes back to a platform they already know. A web agency therefore addresses:

– speed (image compression, lazy loading, limited scripts); ;
– accessibility (contrast, text sizes, buttons); ;
– booking funnel usability (dates, occupants, options); ;
– consistency between room pages and the engine (no surprises when clicking).

Optimising direct bookings: engine, reassurance and benefits

The booking engine is at the heart of winning back business. A web agency does not need to reinvent an engine: it must make it irresistible, reliable and perfectly integrated with the hotel’s identity.

In practical terms, this involves:

– seamless visual integration (same fonts, same colours, same tone); ;
– a short journey (dates → room choice → options → payment); ;
– reassurance messages in the right places (cancellation, payment, security); ;
– smart management of offers (breakfast, upgrade, parking); ;
– benefits reserved for the website (best rate guaranteed, gift, flexibility, early arrival subject to availability, etc.).

The aim is not to break rate parity if it applies, but to build higher perceived value on the official website: benefits, transparency, personalisation, direct contact. On this point, this internal article details very concrete levers: How to reduce Booking commissions thanks to a high-performing website.

Building a controlled distribution strategy (and not one that is imposed on you)

Taking back control does not mean leaving Booking tomorrow. It means deciding the role of each channel: acquisition, filling in low season, market testing, international visibility… then gradually steering demand towards direct.

A web agency helps to formalise this strategy: which rooms and which periods to prioritise on the website? which offers to keep on OTAs? which restrictions (minimum length of stay, conditions)? which campaigns to activate and when? which markets to target in SEO?

The subject is vast and the distribution thinking must be consistent with your positioning and your area. To go further on arbitrating between channels, the resource Facing Booking, which distribution strategies for … provides useful insight.

Local SEO and content: attracting customers who are searching now

Without qualified traffic, even the best website doesn’t sell. A web agency will therefore work on organic acquisition, particularly effective for the hotel industry thanks to the strong intent behind searches: hotel + city, hotel near the station, romantic weekend, hotel with parking, room with jacuzzi, etc.

Typical actions:

– technical optimisation (indexation, internal linking, performance, structured data); ;
– genuinely descriptive room pages (and not generic texts); ;
– thematic pages (access, events, activities, seasonality); ;
– Google Business Profile optimisation (photos, posts, FAQ, NAP consistency); ;
– review strategy (collection, replies, highlighting on the website).

A crucial point: the web agency must link content to conversion. A weekend page must lead to a clear offer, availability, and a direct CTA, not just inspiring copy.

Advertising and retargeting: stop letting hot visitors go back to the OTAs

Once the website is solid, the agency can accelerate via advertising, but with a different logic than just getting clicks. The goal is to capture the most profitable intents, then retarget those who didn’t book.

Common levers:

– brand campaigns (to prevent platforms from buying your name); ;
– destination + intent campaigns (nearby, parking, spa, etc.); ;
– retargeting (visitors to room pages, date abandonment); ;
– seasonal campaigns (bank holidays, holidays, local events).

Retargeting is particularly useful: many internet users compare, come back, hesitate. If the hotel remains absent, the platform wins the customer back with emails and ads. A web agency puts the hotel back in the loop, with messages aligned with your direct advantages.

Measurement and management: moving from a feeling to data-driven decisions

Taking back control also means taking back control of the data. A web agency sets up proper tracking: GA4 events, conversions, calls, route clicks, forms, bookings, transaction value (when possible), segmentation by device and by source.

Hotel Web Design is the 100% web agency dedicated to the hotel industry, supporting you in all aspects of digital communication: booking websites, natural search engine optimisation specialising in the hotel industry, Google Ads and Google Hotel Ads, social networking campaigns, graphic charters and logos.

Make an appointment today for free advice on optimal digital management.

From there, we manage:

– the direct acquisition cost (SEO, SEA); ;
– the conversion rate per page/room; ;
– mobile vs desktop performance; ;
– the channels that assist conversion (multi-visit journeys); ;
– the real impact of improvements (A/B tests, funnel changes).

This testing culture is a major change: instead of redoing the site every 5 years by gut feeling, it is improved continuously, like a living sales tool.

CRM, email and loyalty: turning a booking into a relationship

OTAs often keep the relationship. Direct bookings, on the other hand, give you back customer knowledge. A web agency can connect the site to CRM/emailing tools in order to:

– automate pre-stay emails (useful info, upsells); ;
– send a post-stay email (review, thank-you, loyalty code); ;
– segment (couples, business, families); ;
– re-engage in the low season with relevant offers.

This mechanism increases customer lifetime value and reduces dependence on platforms: the more repeat business you generate, the less you pay again for acquisition with each stay.

Use case: experiences, niches and pages that really sell

Some properties (themed, love rooms, boutique hotels) have enormous direct potential… provided the website tells the story of the experience and reassures on practical details. A web agency will work on ultra-targeted pages: stay scenarios, consistent photos, options (champagne, petals, late checkout), and quick access to availability.

To see how very specific worlds can be showcased on the web, here is an internal resource: Examples of websites for a love room.

Why platforms will never replace the official website

Platforms are excellent for comparing quickly, but they impose a framework: same listing structure, same highlighting logic, same competition one click away. Your site, on the other hand, can:

– tell your differentiation (story, services, atmosphere); ;
– personalise the experience (offers, packages, segmentation); ;
– capture and leverage your customer data; ;
– build trust (FAQ, guarantees, local content); ;
– protect your brand (universe, tone of voice, proof points).

If you want a clear summary of what the direct channel really enables, this internal page is particularly relevant: Hotel website vs Booking: what your site can do that platforms will never do.

Airbnb, OTAs, social networks: useful, but not a foundation

Many hoteliers wonder whether it’s enough to be present on Airbnb and a few platforms, with Instagram as a shop window. The problem is dependency: you’re renting someone else’s audience. Your visibility can vary, the rules change, commissions rise, and the customer relationship remains partly captured.

A web agency restores balance: platforms become acquisition channels, and the website becomes the central asset again. If you’re still hesitating about the respective role of platforms and direct, this internal resource answers the question precisely: Why Airbnb does not replace a real direct booking website.

An e-commerce strategy applied to hospitality

A hotel that takes back control of its sales adopts, in effect, an e-commerce logic: acquisition (SEO/SEA), conversion (UX, funnel), average basket (options), repurchase (CRM), and data-driven management. A web agency brings this culture and the associated methods: continuous optimisation, simplified journeys, social proof, segmentation, follow-ups.

This parallel is well explained in the external resource Succeeding in hospitality with an e-commerce strategy, which highlights the value of thinking business, not just online presence.

Improving room sales: the priority levers

In practice, a web agency that wants results avoids doing everything at the same time. It prioritises: first the performance of the site and booking engine, then the most profitable acquisition, then optimisation and loyalty.

The most common high-impact levers:

– a clear value proposition (why you, now); ;
– an ever-present and consistent booking button; ;
– room pages that address objections; ;
– optimised professional photos; ;
– credible direct-booking benefits; ;
– a strong local SEO strategy; ;
– proper conversion tracking; ;
– follow-ups and an activated customer base.

For a structured overview of the possible actions, the external resource Strategies to improve room sales offers a useful overview.

Typical action plan of a web agency to give control back to a hotel

Here is a realistic sequence, often applied over 8 to 16 weeks depending on the size of the establishment and what already exists:

1) Sales & data audit: analysis of traffic, the funnel, sources, friction points, local competition. 2) UX redesign or optimisation: architecture, key pages, proof points, speed, mobile. 3) Engine integration: visual consistency, shortcuts to availability, reassurance. 4) Implementation of tracking: conversions, events, dashboards. 5) Priority SEO: high-intent pages, local optimisations, useful content. 6) Acquisition activation: brand campaigns + retargeting + seasonality. 7) CRM: pre/post-stay emails, review collection, segmentation. 8) Continuous improvement: monthly tests, adjustments to rates/benefits, optimisation of underperforming pages.

This framework has an advantage: it turns direct sales into a process, not a one-off project.

Taking action: define your project and objectives

If you want to regain control of your sales, the first step is not to choose a WordPress theme or change three photos. It is to define a quantified objective (share of direct, acquisition cost, conversion rate), a scope (full redesign or optimisation), and a measurement method.

To quickly get a framework and an estimate, you can start here: Your quote in 5 minutes.