Direct Booking
Reservations made directly with the hotel through its website, phone, or email - without third-party intermediaries.
Definition
A direct booking occurs when a guest makes a reservation directly with the hotel, bypassing third-party channels like OTAs. This can happen through the hotel's website booking engine, phone, email, walk-in, or social media. Direct bookings avoid OTA commission and give hotels direct control over the guest relationship from the first interaction.
Why it matters
Direct bookings can be more profitable than OTA bookings because the hotel avoids third-party commission on the reservation. Beyond acquisition costs, direct bookings give hotels ownership of guest data, the ability to build relationships before arrival, and opportunities for upselling and loyalty program enrollment.
Best practices
- 1Offer exclusive perks for direct bookers (free breakfast, late checkout)
- 2Make your website booking process fast and mobile-friendly
- 3Use a webchat to answer questions and assist with booking
- 4Promote 'Book Direct' benefits across all touchpoints
- 5Collect and use guest data for personalized marketing
Related Opally resource
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