Booking direct: how to avoid booking via Booking and Airbnb
Why is everyone talking about direct booking at
?
Every season, the same scenes repeat themselves: your rooms are listed on Booking or Airbnb in a matter of seconds, bookings are pouring in, the cash flow seems to be smiling... then the commission bill arrives. 15 %, sometimes 20 %, eat away at your margins without you being able to lift a finger.
Yet travellers want nothing more than to book direct: they are looking for human contact, exclusive benefits and the certainty of speaking to the right person. So why does the equation seem so complicated? Because without a clear method and a few well-chosen tools, OTAs always monopolise the screen just before the final click.
The good news is that there are now simple, accessible solutions that put the power back in the hands of independent hoteliers. Visit booking engine & channel manager developed by Hotel Web Design is the perfect example: it connects your site, Google and social networks to capture the customer's first search, then guides them through to final payment - without any additional commission.
In this guide, we will :
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Unravel the hidden costs of OTAs.
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Demonstrate the tangible benefits of Direct booking.
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Sharing best practices that work in .
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Illustrate this advice with examples that are easy to reproduce.
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Explain how Hotel Web Design accompanies you step by step.
Understanding the real price of platforms: commissions, dependency and skewed visibility
Commissions that eat up a third of the room price
The major OTAs charge between 15 % and 30 % of the amount before tax; Cloudbeds even quotes a ceiling of 35 % on certain very popular destinations. cloudbeds.com At an average rate of €140 per night, this represents up to €42 per room. Over a summer month with 80 % occupancy, the cut quickly exceeds €6,000.
The vicious circle of dependency
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The more you sell via OTAs, the more their algorithm will value your hotel... with them, not on your site.
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Loyal customers receive 'Genius' discounts that eat away at your income.
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It is impossible to offer a lower rate on your site: rate parity remains active in many contracts.
Impact on brand image
Travellers identify the establishment with the platform: "I booked on Booking", not "I know hotel X". Your name is diluted, your storytelling disappears behind a standardised form.
Hotel Web Design is the web agency 100% dedicated to the hotel industryWe can help you with all aspects of digital communication for your accommodation: booking websites, natural referencing specialising in the hotel industry, Google Ads referencing and Google Hotel Ads, social networking campaigns, graphic charters and logos for hotels.
Make an appointment today for free advice on how to optimise the digital management of your accommodation.
Why is Direct booking changes the game
You get your margin back
Every euro saved on commission can be reinvested in the service: better coffee at breakfast, better mattresses, faster refurbishment.
You control customer relations from A to Z
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Personalised pre-stay emails.
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Additional sales (parking, spa, dinner) from the order tunnel.
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Post-stay loyalty with an exclusive promotional code.
Improve your natural visibility
A site that receives traffic and transactions sends a strong signal to Google: the establishment is alive and kicking. Organic positions improve, which attracts even more travellers without paying for clicks.
Seven preconceived ideas that still hold hoteliers back - and how to overcome them
| Received idea | Reality | Action to be taken |
|---|---|---|
| "No one reads my website, everyone clicks on Booking. | 50 % of online bookings should be direct by 2024 according to HFTP. hftp.org | Optimise your home page, add a button Book visible without scrolling. |
| "A booking engine costs too much. | Monthly licences are often covered by a single non-commissioned chamber. | Calculate your average OTA cost and compare it with theHotel Web Design. |
| "I risk overbooking by managing several channels. | A channel manager synchronises stock and prices in less than 60 seconds. | Activate the 2-way synchronisation included in the Hotel Web Design solution. |
| "Travellers want to pay in three clicks; my site is too slow. | Core Web Vitals takes < 2.5 s to load. | Switch to the high-performance hosting offered by Hotel Web Design. |
| "I can't compete with Airbnb's visibility." | Google highlights free booking links official websites free of charge. support.google.com | Make sure that your search engine transmits your rates to Google - it's built into the tool. |
| "I don't have time to manage marketing." | Email automation, scheduled Google Business posts, simplified reporting. | Delegate the initial configuration, schedule shipments once a month. |
| "My customers like to collect points from OTAs." | Offer a late check-out or a live welcome drink: emotion takes precedence over a generic points system. | Communicate your exclusive advantages on every page of the site. |
The essential functionalities of a site designed for the Direct booking
Integrated booking engine
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Clear calendar, up-to-date prices, real-time availability.
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Single Upsell: breakfast, cot, bottle of wine.
Native channel manager
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2-way synchronisation with over 200 platforms.
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One-click manual blocking for telephone sales.
Secure multi-currency payment
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Bank cards, PayPal and even Apple Pay.
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Automatic pre-authorisation to limit no-shows.
Mobile-first interface
More than 65 % of hotel searches come from the smartphone: large buttons, airy text, visible coupon field.
Trusted widgets
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Google reviews displayed in real time.
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Get the best price guaranteed" badge.
These building blocks are brought together in the Hotel Web Design no need to juggle ten suppliers.
Best practice to boost your direct sales
Tell a story, not just a prize
A full-width photo with a human title: "Sleep facing the vines, wake up to the birdsong".. Visitors feel they are finally talking to the hotelier, not an intermediary.
Put an exclusive advantage at the top of the page
Example: "When you book here, take advantage of the free mini-bar.. The offer must be visible without scrolling, including on mobile phones.
Activate the free booking links
Google now displays your official rates free of charge in the Prices. You gain a line of visibility without paying for clicks. All you have to do is make sure that the rates on your site are consistent with those on the OTA; Hotel Web Design's channel manager will manage this synchronisation.
Use social networks as a booster, not a last-minute showcase
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Instagram Story "Swipe-up for -10 % live".
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Facebook Live from the terrace to show the sunset.
Create useful pre-stay emails
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PDF Guide "48 hours in our neighbourhood.
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Link to book a table at the hotel restaurant.
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Suggested upgrade at a reduced rate.
Measure, then adjust
The Hotel Web Design engine's integrated dashboard displays: conversion rate, average basket, traffic sources. Tailor your Google Ads campaigns or Google Business posts to the pages that convert best.
Three concrete scenarios to inspire your transition
The urban hotel that wants to appeal to business travellers
Problem : strong week/weekend seasonality, dependence on Booking.
Solution private corporate rate available only in Direct booking. Concise landing page, promotional code sent to partner companies.
Results 25 % more direct sales, average basket stable.
The rural guest house drowned out on Airbnb
Problem leisure customers, one-off visits, high commissions.
Solution Romantic Package" bundle available only on the site; authentic photos, itinerary tips.
Results doubling of organic traffic, 40 % of direct bookings.
The seaside boutique hotel that fears late cancellations
Problem 30 % of OTA cancellations, strong pressure on last-minute revenues.
Solution Deposit policy of 30 % via in-house engine, small gift on arrival.
Results : cancellations down to 12 %, non-refundable sales secured.
Ten-week express action plan
| Week | Objective | Key action |
|---|---|---|
| 1 | Framing the strategy | List your OTA costs and set a reduction target. |
| 2 | Choose tool | Sign the Hotel Web Design solution, transfer your logo. |
| 3 | Design & texts | Validate the design, prepare 5 HD photos. |
| 4 | Price settings | Import your tariffs and restrictions. |
| 5 | Connect your channels | Booking, Airbnb, Expedia, Google Hotel Center. |
| 6 | Testing flows | Book internally from each channel. |
| 7 | Launch the site | Activate Google Analytics, Search Console. |
| 8 | Email campaign | Send a "first direct customer" promotional code. |
| 9 | Optimising posts | Publish a unique offer on Google Business. |
| 10 | Measure & adjust | Check conversion rates, adjust prices. |
Hotel Web Design is a Google partner with the Google Hotelsincluding our customers enjoy every day: information about your accommodation, availability and prices is sent continuously to the search engine, which displays booking links free from Google search, directly to your booking page. These free links represent around 15% of additional commission-free bookings for our customers in 2022! Read our article on free booking links from Google
How Hotel Web Design guides you step by step
- Free audit your current site and channels.
- Visual proposal mobile-first model and interactive calendar.
- Engine integration booking engine & channel manager in less than 30 days.
- Training the team by videoconference (stock management, creating offers).
- Monthly monitoring via an easy-to-read Looker Studio report.
Want to find out more? See also their article How to boost your direct sales with Google (internal link) : https://hotel-webdesign.com/blog/google-books-direct
A word on legislation and tariff parity
Some clauses still impose price parity, but many European countries have made this more flexible. Check your contract; often, displaying benefits (free breakfast, free parking) is already authorised. This way, you stay competitive without breaking the agreement.
Direct booking think long-term
A customer who books directly :
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Often leaves better feedback (contact was smooth).
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Spends 10 % more on site according to Skift Research. skift.com
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Return more easily the following year thanks to your email base.
Ask for a quote
Want to test the difference?
Request a free demo on hotel-webdesign.com and see how your schedule fills up without commission.
Already convinced?
Move on to the next stage Click here to plan your launch with Hotel Web Design's team of experts.
Conclusion: regaining control, step by step
Reducing dependence on Booking and Airbnb is neither a dream nor a risky operation. It's a well-trodden path: know your numbers, choose a robust tool, tell your story and offer exclusive benefits.
With Hotel Web Design as co-pilot, you can gradually transform your official website into your primary sales channel, while saving time and gaining peace of mind. Visit Direct booking is not a fad: it's the best way to offer your guests a consistent experience from first click to check-out - and to preserve your margins so that you can continue to invest in the service that makes the difference.
Booking / reservation website
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Direct booking for your accommodation
- Bespoke booking/conversion site delivered turnkey, with training on the administration interface on delivery
- Adapted logo and graphic charter. Possibility of using your existing elements
- Specific referencing for holiday lets
- Integration of reservations module internal
- or integration of an external booking engine (Reservit, D-EDGE, MisterbookingRoomcloud, etc)
- Integration of specific HTML elements (review portals, customer reviews, weather, press, pop-ups, direct chat, etc.)
- Secure SSL / HTTPS
- Multilingual website & booking engine
- Simple, intuitive user interface
- High-availability hosting and domain name
- Delivery usually within 30 days
