Generate direct bookings and reduce the share of OTAs
Why generating direct bookings has become vital
Five minutes: that's the average time a traveller spends on a comparison site before clicking on the first tempting price. Faced with this race to the bottom, many hotels find themselves trapped by high commissions, volatile customers and a commercial relationship that they can no longer control. Generate direct bookings becomes the number 1 objective: more margin, more customer data, more freedom over pricing and brand image.
Yet moving from a platform-centric model to a balanced one can seem complex. What content should be published? What features should be installed? How do you reassure visitors who are used to the big comparison sites? This guide provides step-by-step answers, with simple advice, practical examples and links for further reading.
Understanding the true cost of dependence on intermediaries
Even when the commission seems "reasonable", the total at the end of the year can exceed the hotel's electricity bill. On average, a platform charges between 15 % and 25 % per booking. At €90 a room, that's up to €22.50 for each night sold.
But the cost doesn't stop there:
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Loss of customer relations - No direct email address, no dialogue before arrival.
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Price wars - A simple price cut by a competitor sometimes forces you to reduce your own price.
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Algorithmic dependency - Changing conditions, new rules: the hotel has to cope without being able to anticipate.
Generate direct bookings is therefore to repair three points: margin, loyalty and pricing freedom.
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.
The pillars for attracting more direct sales
A site that provides reassurance in under ten seconds
Internet users decide very quickly if they want to stay:
- Speed page visible in two seconds max.
- Clear design bright photos, legible text, clearly visible buttons.
- Simple route We understand who you are, where you are and how to book.
Hotel Web Design builds sites that are fast, clean and designed for conversion. Explore their example of a hotel site project to see how an immersive visual and a 'Book' button accessible from the home screen can turn curiosity into action.
An integrated, fluid booking engine
The best site is useless if the user has to send an e-mail to find out the price. The engine must :
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Display rates and availability in real time
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Be as easy to use on mobile as on computer.
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Offer options (breakfast, parking) without overloading the screen.
Le booking engine & channel manager d'Hotel Web Design combines these criteria and eliminates duplicate schedules thanks to automatic synchronisation: https://hotel-webdesign.com/moteur-reservation-channel-manager-hotel-chambre-hote.
A clear promise of value
Travellers want to understand in two sentences what makes your accommodation unique.
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Panoramic view ?
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Homemade breakfast?
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Spa open late?
Repeat your main asset on the home page, the rooms pages and even in the booking confirmation.
Best practice what really works
Local storytelling
A text about the best bakery in the area or the secret riverside walk will create more interest than a simple list of equipment. Publish a blog post every month. Two ideas:
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"48 hours to discover the Latin Quarter on foot".
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"Five free family activities around the lake
This content reassures and improves your natural referencing. Read the article " Why a hotel blog attracts more customers than a PDF brochure "Visit the Hotel Web Design blog for more in-house inspiration.
Notices and social proof
According to a TrustYou study (2024), 87 % of travellers consult at least five reviews before booking. Display :
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The average Google or TripAdvisor rating.
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Two recent reviews in short format.
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A "See all reviews" link for transparency.
Exclusive rates and packages
Suggest a small positive difference:
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Direct tariff 5 % cheaper than the best public price.
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Package including parking + welcome drink.
Google recommends vary the offer rather than align the price to avoid open warfare with the platforms (official guide : https://support.google.com/hotelprices/answer/6398843).
Human chat widgets or simple chatbot
A "Need help?" button provides reassurance. The most common questions (arrival times, pet supplement) are answered immediately. Conversion soars.
Key features for attracting direct bookings
| Function | Customer benefits | Hotel impact |
|---|---|---|
| Dynamic calendar | Visualise availability from the very first stage | Fewer drop-outs |
| Secure payment | Increased confidence | Guaranteed collection |
| Upsell in one click | Add breakfast or upgrade | Higher average basket |
| Pre-arrival e-mail | Recalls itinerary, sells extras | Reducing no-shows |
| Mobile dashboard | Book easily from your phone | 60 % of traffic is mobile |
These elements are included natively in the Hotel Web Design booking engine.
Practical advice that can be put into practice quickly
- Position the "Book" button in the site's fixed bar always visible, even when scrolling.
- Give a small gift live free drinks, late check-out.
- Add a discreet exit pop-up 5 % discount for all direct bookings before midnight".
- Send a unique promotional code to former customers loyalty encouraged.
- Create an FAQ page : answers to frequently asked questions = trust + SEO.
- Optimise your Google Business listing fresh photos, correct timetables, direct link to "Fares".
- Use Instagram stories to show off your backstage area and add a "Book here" link.
- Measure the conversion rate number of sessions / number of bookings. Keep a simple table each month.
Inspiring example - Le Château d'Argens in Arc-sur-Argens
Context This charming establishment near Draguignan is positioned at the top end of the market, but relies heavily on online booking platforms.
Actions Hotel Web Design: support from Hotel Web Design, tailor-made SEO strategy, highlighting of strong points (spa, historical heritage), creation of pages optimised for local referencing, promotion of a commission-free booking engine.
Results better visibility on Google, improved organic and social traffic, site conversion rate on track
Reducing the platform share without conflict
You can keep your presence to a minimum for visibility, but control the price. Here's a simple balance:
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Leave a limited number of rooms for large sites.
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Block certain categories exclusive to your site (family suite, for example).
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Use the "closed rate" function when the hotel is almost full: this will push the last travellers towards direct sales.
A single mention of the word OTA is sufficient in this article to set the scene without overloading it.
Two external resources for further information
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Phocuswright 2024 report on the development of distribution channels: https://www.phocuswright.com/Travel-Research/Hotel-Distribution.
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Official Google guide to Free Booking Links : https://support.google.com/hotels/answer/10762285.
These readings confirm the figures and guide your next actions.
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
Conclusion - Generating direct bookings means taking back control
A fast site, a transparent booking engine and content that speaks to travellers: that's the recipe. By applying the best practices outlined here, you can increase your margins, enhance your image and create a direct link with your guests. Don't wait for the rules to change yet again. Take control now, test Hotel Web Design solutions and watch your direct sales rate climb month after month.
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
