A Tale of Two Hotels: How to Win Back Direct Bookings from OTAs | THRev.co

"Stop blaming OTAs. Discover how one hotelier reclaimed direct bookings and reduced OTA fees through smarter website strategy, loyalty, and guest experience."

The hard truth about your website is costing you thousands. Here's the simple strategy to get your direct bookings back.

In the bustling heart of the city, where towering skyscrapers pierce the skyline, stood two hotels: The Regal Suite (a fictional hotel) and The Inviting Inn (a fictional hotel). Both were beloved stops for travelers, offering comfortable rooms and top-notch service. Still, while one thrived on direct bookings, the other leaned heavily on Online Travel Agencies (OTAs) like Expedia and Booking.com.

Hannah’s Dilemma and Ben’s Secret

Meet Hannah (a fictional name), the owner of The Regal Suite. Hannah often found herself frustrated, lamenting how OTAs seemed to “steal her guests.” She noticed many patrons would visit her hotel’s website only to book elsewhere. Despite her best efforts, direct bookings dwindled while commissions to OTAs soared. Meanwhile, just across the street, Ben (a fictional name), the manager of The Inviting Inn, appeared unfazed by similar trends. What was his secret?
Hannah decided to meet Ben, hoping to uncover his strategy. Over a cup of coffee, Ben shared a simple truth: “OTAs are not stealing guests, Hannah. We are letting them slip through our fingers.” Intrigued, Hannah listened eagerly as Ben unfolded his approach. “It’s all about the guest’s experience on our website,” he explained.

The Tale of Two Websites

Ben’s journey began by examining The Inviting Inn’s online presence, where he uncovered key issues causing guests to abandon their booking process:

1. Rate Parity Gaps: Ben pointed out, “When potential guests see a lower rate on OTAs, they feel deceived.” Hotels need to ensure pricing consistency across platforms to build trust.
2. Mobile User Experience (UX): “Most people browse on their phones,” Ben continued. Recent studies show that in 2023, 68% of online traffic for travel and hospitality websites came from mobile devices. The Inviting Inn’s website was optimized for mobile, focusing on speed and usability, which made it easier for guests to book directly.
3. Loyalty Value Proposition: “We weren’t clear about the benefits of booking direct,” Ben admitted. He highlighted perks such as room upgrades and exclusive discounts prominently, making direct booking more appealing.

Armed with these insights, Ben streamlined the booking process, ensuring guests had no reason to book elsewhere.

Turning OTA Guests into Loyal Customers

Ben didn’t stop there. Instead of viewing an OTA booking as a loss, he saw it as an opportunity. “Once a guest chooses our hotel, we roll out the red carpet,” he smiled. His strategies included:

• Capturing Emails at Check-in: “OTAs often mask guest emails,” Ben explained. His staff was trained to capture them during check-in, the first step in building a relationship.
• Loyalty Program Enrollment: Offering immediate incentives, like a room upgrade for joining The Inviting Inn’s loyalty program, was key. It’s a win-win: guests feel valued, and the hotel gains a direct line of communication.
• Personalized Post-Stay Emails: After their stay, guests received a personalized thank-you email, complete with an exclusive offer for booking directly next time, demonstrating appreciation for their choice.
• Targeted Offers through Segmentation: “With their data, we can send tailored offers,” Ben revealed. “Guests love personal attention.”
• Cart Abandonment Strategy: If a guest began booking on the website but left halfway, Ben’s team followed up with reminders and incentives to complete the reservation.

The Results Speak for Themselves

Hannah was amazed. Could she transform The Regal Suite in the same way? Inspired by Ben’s strategy, she revamped her direct booking process, engaging guests at every step.

Within months, Hannah saw a change. Direct bookings increased, OTA commissions decreased, and, importantly, she noticed returning guests now booked direct for subsequent stays. “We had the power all along,” she reflected. “We just had to use it wisely.”

Conclusion

Hannah and Ben’s story is a lesson many hoteliers should heed. While OTAs play a significant role in reaching new markets, they shouldn’t be seen as a threat but rather as a partner in the broader strategy. By enhancing direct booking processes and creating meaningful connections, hotels can retain control, reduce costly commissions, and cultivate a loyal customer base. The key is in owning the guest experience at every touchpoint, ensuring travelers have no reason to book elsewhere.

With a shifting focus towards mobile optimization and personalized guest experiences, as evidenced by recent trends, hotels like The Inviting Inn show that with the right strategy, the power to secure bookings remains firmly in their hands.
 

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