Our Hotel Web Design agency specialising in hotels and restaurants has been providing digital solutions such as websites for more than 10 years to hotel managers and restaurateurs. We aim to increase direct bookings from our customers, in particular through our booking engine. In 2022 we can undoubtedly say that OTAs have become essential. But also problematic for the customer. The commissions generated by these external reservations have simply generated an increase in prices. Nevertheless, it is possible to increase direct hotel bookings with a few tips. And therefore, offer a more attractive price to the customer.
How to reduce your dependence on OTAs
OTAs (Online Travel Agency) like booking, expedia, AirBnB, are agencies specialised in tourism, hotels and restaurants, they gather thousands of ads from all over the world and each reservation made at a hotel, hostel, bed and breakfast or other from these sites, requires the payment of a commission.
Becoming independent from these platforms allows you to increase your direct bookings and not to have to pay commissions.
A website
Let's not put the cart before the horse. First of all you need a website to increase direct bookings, it is essential.
It is possible to have direct reservations with contact forms or by phone. Let's be realistic, in 2022 this model is over everything happens on the Internet.
You don't have direct bookings and you only go through OTAs? Today it is very easy for you to contact a web agency specialising in the creation of websites for the hotel and catering industry.
A good website should be:
- A recent site (no more than 5 years old in 2022)
- Responsive
- Secure
- Legal Notice
- GDPR Cookies
Go further:
In addition, I invite you to check out our articles on the 6 best hotel marketing strategies in 2022 as well as our Top 10 of the best features for rental sites. You will have more info on "what is a good hotel website".
You will have information on how to optimise your content with SEO, social networks, performance analyzes and customer follow-up.
The booking engine
Booking Engine is the solution to all your problems.
First, unlike contact forms or phone calls, a booking engine allows you to get the customer's bank imprint. Based on this fact, you will then avoid last minute cancellations without any payment or deposit.
This is why it is the best solution to compete with OTAs and offer the best price to your customers and avoid to pay commissions.
Channel manager & PMS
The channel manager is the tool that will synchronize your reservations in real time. It is necessary to synchronize your booking engine with OTAs to avoid double booking.
So you will be present on multiple booking platforms and customers can choose where they want to book. Whatever they choose your brand awareness will grow.
In a nutshell, a channel manager saves you time and customers.
The channel manager is often linked to a PMS, it is a Property Management System. You will find there your reservations and other solutions according to the functionalities and options of your PMS.
The all-in-one hotel web service
Web marketing agencies specializing in the hotel and catering industry have evolved considerably in recent years. Some offer turnkey solutions.
So you will have:
- A website manageable, fully functional, personalized and designed.
- A booking engine for hotels & non-commissioned bed and breakfast. An administration interface to manage everything in one place. Or the possibility of integrating your current channel manager directly on the site.
- Referencing specific to the hotel, restaurant and tourism industry.
- The possibility of having google adsGoogle's sponsored listing service.
- Support with experts in hotel web marketing and digital communication.
One of the agencies offering this type of service to increase direct bookings is Hotel Web Design. Their turnkey solution with an integrated booking engine is ideal for small structures. For larger accommodations, the integration of their booking tools (e.g. reservit) is fully possible.
With this solution, your establishment will be much less dependent on reservation centres. Under these conditions, your customers will then have direct access to the reservation from your site.
Social networks and Google hotel
Social networks and Google Hotel are completely free services available to anyone. They allow visitors to have direct access to your booking engine and make you visible on the Internet.
Facebook & Instagram
These social media are popular with holidaymakers, a photo posted during the holidays on any social network can be taken over by the hotel, shared, commented on and then create a link with the client and also reach all the followers in connection with him.
It is possible on instagram and facebook to put a link in your bio. A direct link to the booking engine is sure to increase the chances of direct bookings to your site for all your page visitors.
Instagram is THE social network for travel and holidays, Facebook is very useful for keeping in touch with its customers and offering news posts about your Hotel.
In a 2018 Next Content survey for Expedia, 65% of French respondents said they shared photos of their vacation on social media.
Google Hotel
When you have access to google my business, you have your Google profile, where your address, your telephone number, your email and other information about your hotel.
The google page is very important and must be well informed, it is the first thing the customer sees and which can make him want to book.
Here the technique to obtain direct bookings on your site is to add your rates and the way to book from this sheet.
That's why it exists google hotel, a free tool that will reference the various possible booking links for a stay in your hotel on the Internet.
OTAs will also be present but your site will be indicated as an official site and the price will always be more attractive.
Overview of the Google Hotel ads interface:
Google hotel is growing enormously and tends to overtake OTAs, with a free, flexible, simple service, and above all will make you gain visibility. The point to remember is that google hotel shares free booking links that lead directly to your booking engine without going through OTAs.
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