When visitors register with the property management, there are no intermediaries and the property manager has complete access to guest information and commands over the whole booking process.
Over two decades have passed since the beginning of the direct booking battle. At their height, Guest Posting online travel agencies (OTAs) dominated the hotel industry, receiving 4 out of 5 reservations. Hotels are paying ever-higher commissions as OTAs have gained more and more traction. Direct bookings are very helpful for both consumers and hotels. Hoteliers should concentrate on direct reservations and maintaining their properties' long-term profitability rather than only concentrating on OTA commissions. In response to the pandemic, consumer perceptions of OTAs have changed, according to a poll done in early 2021. In 2019, using OTAs (online travel agencies) was the most popular booking strategy. Currently, 17 percent of customers prefer to utilise online travel agents, compared to 39 percent of consumers who prefer to book (OTAs). This drop in trust is partly due to consumers' unhappiness with trip alterations during the epidemic. More than ever, hotels should put a high focus on direct reservations.
Why are direct reservations so important to hoteliers?
• Create a devoted clientele: People who book straight via your website are more likely to use it again. You may install a loyalty programme to provide your customers discounts when they make direct reservations with you. You have the opportunity to reward customers who make direct reservations via your website and start building loyalty with them as soon as they arrive. Because you have their information, you can also get in touch with your customers and promote to them to entice them to come back.
• Get closer to your visitors: When customers make direct bookings with you, you have direct access to your guests. This consists of their contact details as well as their preferred dates and times for booking. Use this information to discover more about your visitors. Think about the opportunities for your hotel, such as sending emails before to arrival with upsell opportunities, retargeting past guests, and customising and personalising their stay. Increasing your visitors' proximity benefits both you and them.
• Guard your brand: It has cost you time and money to build up your hotel's reputation. Visitors are immersed in your brand's environment and the knowledge of your hotel staff when they visit your website. You won't be one of many with the opportunity to develop an emotional connection, in contrast to OTAs where all hotels are presented. You have total control over the guest experience when a visitor makes a direct reservation with you, including the key pre-arrival anticipation stage. From the minute customers arrive on your website to the moment they complete their purchase, there are a number of touchpoints you can influence to guarantee they have the best experience. You are investing in your brand when you spend money on your direct booking approach.
Overall, focusing on direct bookings enables you to forge stronger bonds with your visitors and save a significant sum of money on commission costs. All this will support the long-term survival of your hotel.
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