Our Hotel Web Design agency specialising in the hotel and restaurant sector has been providing digital solutions such as websites to hotel managers and restaurateurs for over 10 years. Our aim is to increase direct bookings by our customers, in particular through our booking engine. In 2022, we can undoubtedly say that OTAs have become unavoidable. But also problematic for the customer. The commissions generated by these external bookings have quite simply led to an increase in prices. Nevertheless, it is possible to increase direct bookings for your hotel using a few tricks. And, as a result, you can offer your customers a better price.
How to reduce your dependence on OTAs
OTAs (Online Travel Agencies) such as booking, expedia and AirBnB are agencies specialising in tourism, hotels and restaurants. They bring together thousands of advertisements from all over the world. A commission is charged for each reservation made in a hotel or elsewhere on these sites.
Becoming independent of these platforms allows you to increase direct bookings and avoid paying commission.
A website
Let's not put the cart before the horse. First of all, you need a website to increase direct bookings, that's essential.
It is possible to book directly using contact forms or by telephone. Let's face it, by 2022 this model will be a thing of the past - everything will be done on the Internet.
Do you have no direct bookings and only use OTAs? Now it's easy to contact a web agency specialising in creating websites for the hotel and restaurant industry.
A good website should be :
- A recent site (no more than 5 years old in 2022)
- Responsive
- Secure
- Legal information
- Cookies RGPD
Going further :
I also invite you to have a look at our article on the 5 best hotel marketing strategies in 2022 . Find out more about "what makes a good hotel website".
You'll get information on how to optimise your content with SEO, social networks, performance analysis and customer care.
The booking engine
The booking engine is the solution to all your problems.
Firstly, unlike contact forms or telephone calls, a booking engine allows you to obtain the customer's bank details. This means you can avoid last-minute cancellations without any payment or deposit.
That's why it's the best way to compete with OTAs, offer your customers the best price and avoid paying commission.
Channel manager & PMS
The channel manager is the tool that will synchronise your bookings in real time. You need to synchronise your booking engine with the OTAs to avoid double bookings.
So you'll be present on several booking platforms and customers will be able to choose where they want to book. Whatever they choose, your reputation will grow.
In a few words, a channel manager helps you to save time and customers.
The channel manager is often linked to a PMS, is a Facilities Management System. You'll find your reservations and other solutions here, depending on the features and options of your PMS.
The all-in-one hotel web service
Web marketing agencies specialising in the hotel and catering sector have come a long way in recent years. Some offer turnkey solutions.
You will have :
- A website fully functional, customisable and designer.
- A booking engine for non-commissioned hotels, gîtes & chambres d'hôtes. An administration interface to manage everything in one place. Or the option of integrating your current channel manager directly on the site.
- Referencing specific to the hotel, restaurant and tourism sector.
- The possibility of having google adsGoogle's sponsored referencing service.
- Support with experts in hotel webmarketing and digital communication.
One of the agencies offering this type of service to increase direct bookings is Hotel Web Design. Their turnkey solution with integrated booking engine is ideal for small businesses. For larger establishments, it is possible to integrate their reservation tools (such as reservit).
With this solution, your establishment will be much less dependent on reservation centres. Under these conditions, your customers will have direct access to bookings from your site.
Social networks and Google hotel
Social networks and Google Hotel are completely free services that anyone can use. They give visitors direct access to your booking engine and make you visible on the Internet.
Facebook & Instagram
A photo posted on any social network during a holiday can be picked up by the hotel, shared and commented on, creating a link with the customer and also reaching out to all the hotel's related followers.
On Instagram and Facebook, you can put a link in your bio. A direct link to the booking engine is sure to increase the chances of all visitors to your page booking directly to your site.
Instagram is THE social network for travel and holidays, while Facebook is very useful for keeping in touch with your customers and posting news about your hotel.
In a 2018 survey by Next Content for Expedia, 65% of French respondents said they share photos of their holidays on social networks.
Google Hotel
When you access google my business, you have your Google listing, where your address, phone number, email and other information about your hotel appears.
It's the first thing the customer sees and it can make them want to book.
Here the technique for obtaining direct bookings on your site is to add your rates and the means of booking from this page.
For this there are google hotel, a free tool that will list 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 developing enormously and is tending to overtake the OTAs, with a service that is free, flexible, simple and, above all, will give you greater visibility. The point to remember is that Google Hotel shares free booking links that lead directly to your booking engine without going through the OTAs.
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