10 Ways To Increase Your Hotel’s Direct Bookings

When it comes to increasing your hotel’s direct bookings, things can get a little tricky, and there are hundreds of tactics you could try. However, for this article, we are going to go over 10 ideas you should try first.

These are some ideas that some of the top hospitality brands are using around the world to increase the number of travelers booking directly through their hotel.

I realize that increasing your hotel bookings can be somewhat tedious and time-consuming; however, with these tips, perhaps the journey will be slightly easier to handle. At least, that’s my hope. How about we get started, shall we?

Make Your Hotel’s Website More User-Friendly

We live in the digital age of technology. Every year, more and more advanced technologies emerge to provide convenience to our lives. As such, we often need to change and adapt our approach to customers, and that includes how we deliver our services and experiences to our customers.

As such, for our first suggestion to make, we suggest reexamining how your hotel’s website is structured, and perhaps change it to better accommodate mobile and tablet users.

Additionally, not only are people on their phones more frequently than ever before, but they are also on the move. As such, making sure your website is mobile/tablet-friendly is one of the first suggestions I would offer to increase bookings at your hotel.

You should also consider the accessibility of your website. This means your website is designed and developed in such a way that those with disabilities can still use them; easily learning about your hotel, navigating through your site, and, ultimately, booking their stay with you.

Leverage Social Media For Advertisement and Hotel Bookings

Social media is one of the biggest and most lucrative forms of advertisement to have blossomed within the last decade. Even as I write this, millions upon millions of people flock to websites like Facebook, Instagram, Snapchat, and Twitter every day.

As such, traditional advertising is slowly dying out in terms of profitability and reliability. Why pay thousands, if not millions of dollars for expensive TV ads and booking times when it can be far cheaper to advertise your hotel business through various social media websites.

Why pay thousands, if not millions of dollars for expensive TV ads and booking times when it can be far cheaper to advertise your hotel business through various social media websites.

Not only is social media advertising less expensive, but it offers an easy way for customers to directly interact with your hotel brand through a medium that is most familiar to them. In addition to this, social media platforms like Facebook and Twitter have massive audiences already built into the platforms, and people are more innately tied to these forms of communication now than ever before.

In my experience, people are willing to talk and interact with companies through social media accounts than any other types of communication because social media has become so user-friendly and simple to use. Because of this, enabling social media users to book directly via sites like Facebook might not be a bad addition to include, as well.

It’s no coincidence that I put this tactic alongside updates to your website; they are almost married to each other. If you can communicate with the modern-day patron through social media platforms, and have a wonderful and easy-to-use website for them to explore, you will certainly increase your direct booking rates.

Test Your Hotel’s Booking Process Yourself

Another idea to help raise your direct booking rates for your hotel is to check and see how smoothly the process is for your website. Test it yourself! Humans like it when things are simple and easy for them to handle; it is why most sites have a one-click purchase option now.

Humans like it when things are simple and easy for them to handle

As such, I know when I want to book a hotel, the last thing I want to see is menus and menus of tabs and rows going to different sites and or parts of the website. I cannot stress how annoying and frustrated I get when it takes me seemingly forever to make my hotel reservations after deciding on what hotel/brand I want to stay at for a trip.

I recommend reevaluating the process in which people have to go through to book their lodgings at your hotel. Maybe count the number of clicks the average customer needs to go through to secure their reservations, and then perhaps find a way to automate or lessen the amount of time it takes to see a reservation confirmation screen.

User Reviews, I Cannot Stress This One Enough, Allow Reviews

As much as we all fear the idea of people leaving a bad review on Yelp and dealing with the hassles of reputation management, it shows a lot about your character and as a company if you allow customers to leave direct reviews on your site. I cannot stress this one enough. That alone can mean a lot to customers.

Additionally, it not only shows a lot on your character if you have a means of letting people leave reviews on your website. It also means you have a direct method of gauging how people are taking to your hotel(s) right on the spot – saving them the time and energy of searching for that on other websites or listings.

Also, by allowing people to leave reviews on your website you have a means of showcasing real positive comments for other customers to see; meaning people visiting your site are more likely to give your business the time of day because they can see that other real people enjoyed staying with you.

Finally, when you allow customers to leave reviews, this opens the door for them to leave valued compliments and criticism that every business needs. That criticism will be important, especially leading into the next section regarding the handling of grievances.

Address and Remove Previous Customers Grievances

Another benefit that can come from on-site user reviews is finding out what it is that they did not like about your hotel, thus not only do they feel validated in letting you know what they may or may not like about your hotel, but it also gives you more concrete information on both them and your business. Just this simple addition can help boost your direct booking rates.

By tackling customers grievances, you help show not only to them but to all of your customers that you are not only willing to hear what they have to say about your business but also directly tend to those problems if necessary. People like to feel like their opinions matter giving them, yes sometimes their ideas can hurt to hear, especially when it comes to your business; but often their views and criticisms may be valid and worth evaluating.

People like to feel like their opinions matter giving them

By having a place where they can air out their grievances, such as a review or comment section, not only can they feel validated in leaving behind often just criticism about their experience at the hotel, they can then feel satisfied when their grievances are handled properly. Moreover, by seeing you handle their negative complaints with your hotel, (whatever that might be), this could encourage them to return for a night or two, maybe even with their friends and family.

At the end of the day, customer feedback is important and necessary. Embrace it, value it, address it, and move forward.

Make Your Hotel Sound and Appear Unique

Another idea I feel I should mention is something that I think every business owner tries to do with their business, and that is making it sound and look unique in comparison to the competitor down the street. This isn’t always easy, especially if you are working in an already over-saturated market. However, there are a number of things you can do to improve your position in the market.

One idea I have to share is to reward your customers for their patronage, perhaps give them discounts on future bookings and services due to their continued support to your place of business. Alternatively, another idea to offer VIP rewards for continued support, like discounts on hotel amenities.

There are ways to reward your customers for their continued support and dedication to your organization. Another idea I have is to allow individuals the luxury of bringing their dogs or cats with them via unique rooms or upscaled cost. Pet owners always appreciate it when hotels allow them to bring their pets with them.

I am positive there are more ways to make your hotel appear unique and offer tremendous value to your customers, so perhaps find those methods out there. Finding and providing those services to your patrons can be a tried-and-true way to increase your direct booking rates.

Focus On What You Can Offer Over Your Competitors

This ties back to the previous section on focusing on what you can offer your customers over your competition. Another way to entice people to spend their holidays at your hotel is via the location and the unique and singular properties it may be privy too over other sites.

For example, are you near a park or heavily trafficked area like a plaza? Then advertise that as a selling point, people like convenience, especially when traveling and on the road. So, if they know, they will be shopping or adventuring in an area, being there as a hotel can be a luxury for them, especially if they are traveling or passing by through parts unknown.

Let people know that after a long day of shopping and adventure that they have a nice cozy hotel room waiting for them not a mile away from them. Alternatively, maybe your hotel was once a historical landmark or site, and it has some artifacts dating back to an era long since past.

In all honesty, it took me a long time to learn why location matters when it comes to starting a business, and this is one of the reasons why. If you have any definite reason to advertise your particular hotel (especially if you are a small brand), then use it, my friends.

Make Sure Your Staff and Employees Are Happy and Content

Okay, the next topic I feel we should discuss is the overall happiness of your employees and why this ties directly into potential bookings for your hotel. Now, I am confident this is one of the first things that managers and business owners have to think about always when running a business, but it would be wrong of me not to make it a section onto itself.

When working in the service industry, especially with hotels, you want to make sure your guests are happy and content, that is how we get those fun five-star ratings on Yelp and other review sites. As such, making sure your staff is actually genuinely happy to be there clocking in those long hours, and not just tapping their foot against the ground trying to wait out the clock.

Additionally, by making sure your employees are happy, this will translate into your patrons being happy as well, mostly due to the fact that they are getting tremendous value from the service of your employees. Moreover, this has many benefits onto itself as we can see.

Furthermore, by allowing the word to spread about your fair treatment of your employees (and their terrific service towards their guests), that can potentially entice guests to book with your hotel as a result. So, it is a win-win situation when it comes to this topic. Your employees are your lifeblood, after all, so treating them right will in return, treat your guests right.

Your employees are your lifeblood.

Ensure Your Hotel’s Website is Easily Found and Relevant

Through all of these additions and suggestions, there are plenty of ways of not only improving your image in the eyes of the public but also improve your chances of increasing your direct booking rates in comparison to your competitors around the state and or country.

Consider hiring an SEO specialist who is capable of understanding the search algorithms of search engines such as Google. Someone who knows the exact methods of getting more people to visit your website.

SEO specialists are the individuals you want when it comes to not only figuring out how your website will work but also provide general tips and tricks on getting people to discover your website, book a room, and then, of course, visit your hotel.

Understand That It Takes Time

As much as we may hate hearing that words “patience” and “determination,” seeing success and growth is not a one-night ordeal. It is not something that will happen immediately, especially when it comes to trying to increase your direct hotel booking rate in comparison to your other competitors.

However, it can happen with time and effort. All I can hope for is that this shortlist has provided some methods to help you achieve your ultimate goals when it comes to your hotel.

Conclusion

With that said, there are countless tactics and approaches you could use to increase your hotel’s direct booking rate. It’s up to you to find out which work best for your property. I hope this short article provided some tips and tricks on growing your hotel’s booking rates, and in return, bring even more lovely patrons to your place of business.

Travel Guide: Autumn in the Ozarks

A friend of mine moved to California last year, and on a recent visit back to Springfield she told me that describing the town to California locals was difficult. “No one really knows what I’m talking about when I tell them how green it is here,” she said, “Or how different and down to earth the culture is.” While visiting, she wanted to do all of her favorite Springfield things, “We have to go to Millsap! Harvest is a must! Winery on Sunday?” But she hated that she was going to miss fall–the changing leaves, the activities, and gatherings, the chill that begins to bite the air–“there’s really nothing like it here,” she said, sighing and setting down the sweater that she’d brought “just in case.”

And it’s true–no matter how much I travel, or how many diverse towns I visit, there’s truly nothing like Springfield. We have the perfect mix of big-city offerings and Midwest charm. Our restaurant scene is competitive and the quality is astonishing for the size of the city. Over the last few years, the farms in and surrounding Springfield have begun offering unique dining opportunities that my friends in larger cities like Tulsa admit sadly that they don’t have access to. “Oklahoma just isn’t doing that yet,” they say, “regardless of the number of farms or diversity in dining options and chefs we have.”

To experience all of Springfield’s best would take months with the changing seasons coming into play. But fall might be the city at her best. We are graced with so many festivals both in the city and within arms reach in neighboring towns, making this season especially festive. Starting early is the key. My suggestion is to choose a weekend in mid to late September or anytime in October and discover autumn in the Ozarks with this 48-hour weekend guide.

Friday:

Arrive around 5 pm and check into Hotel Vandivort in downtown Springfield. Bask in the modern luxury for as long as you’d like, then take a walk (if you’re ready for a longer jaunt) or drive to Mother’s Brewing Company. The brewery has a myriad of different beers on tap that is only available in the tasting room. It’s their brown and imperial ales that really shine once the weather turns to cool instead of hot. Think of flavors of whiskey, raisin, rye, coconut, chocolate, and coffee; all the warm goodness you need to fight that chill in the air. If it’s the fourth Friday of the month, stick around for the once-a-month “Friday Flix” in Mother’s backyard. In that case, there will be food trucks, outside beer stations and either a cult classic or a culturally relevant film.

However, if it’s not the fourth Friday of the month, or you’re feeling like some elevated southern comfort food and jazz, head over to The Hepcat. Only a few blocks from Mother’s, heading east down McDaniel, turning left on Campbell, you will enter Springfield’s new and only jazz bar. The Hepcat is serving items like smoked-fried chicken, pickled shrimp, and twice-fried plantains, blackened shrimp and tomato-bacon gravy with grits, an apricot salad, and fried olives. The bar menu has complex cocktails for those that are looking for mixology at its finest, while at the same time there is a “Cheap Beer” list consisting of long-standing American classics like Hamm’s and Stag for $2.50. Suggestion: order the smoked-fried chicken and one of the cocktails that pique your interest and either see where the night takes you, or head back to your cozy room and crisp white sheets.

Saturday:

Take your time getting up in the morning (this is a mini-vacation anyway) and then head across the street to Gailey’s Breakfast Cafe for a slice of local flavor that will be very obviously popular by the hoards of people that will be waiting both in and outside. But don’t let that deter you; put your name on the list and pour yourself a cup of coffee at the Saturday-and-Sunday-only coffee station and settle in for conversation and delicious aromas. When you’re seated, read over everything, but note the skillet list. The skillets are part of the new menu items that were recently added and I’m in love with the “Big Bite Mike,” a skillet with ham, sausage, bacon, red and green peppers, red onion, mushroom on a bed of skillet potatoes and topped with eggs-your-way and queso.

While you’re taking your time with breakfast, start gathering a plan for which festival you’d like to visit. A few notable options include: 

Cider Days – a festival on Walnut Street in Springfield with arts and crafts vendors, food and beverage vendors and live music and dance performances.

Photos by Mt. Vernon Chamber of Commerce

Apple Butter Makin’ Days – this is an area favorite located in Mt. Vernon, MO. This is small-town goodness at it’s finest; a parade, craft vendors, an apple pie contest, a car show, live music and you can even stir the apple butter pot yourself. Mt. Vernon is a 43-minute drive west on 44. But if you want to really get into the spirit of a small-town adventure, take historic Route 66 west to Halltown and continue west on 96 until 39 where you’ll go south and land right in the heart of Mt. Vernon.

Glade Top Trail Flaming Fall Revue – this event takes place in Ava, MO in Mark Twain National Forest. Ava is an hour’s drive southeast of town with scenic, winding roads the entire way. At the festival expect food, music, a dessert auction, pumpkin and face painting and craft vendors. Once the festival comes to a close make sure to explore the National Forest while you’re in the area.

Once you’re back in town, check out Chicago Cheesesteak Company, a few doors down from the hotel. It’s a tiny hole in the wall and you won’t be disappointed. My favorite is the “Halle(peno) Berry” which comes with chicken or steak (choose steak), mozzarella, fresh grilled jalapenos, cream cheese and grape jelly. The fries are double-fried so they have that nice brown-ness and flavor that’s a rare find. If you’re looking for something to wash it down, head back to the hotel. The Order in Hotel Vandivort has an ever-changing cocktail list and an excellent wine and beer selection with many local breweries featured on tap. Enjoy yourself and then up to bed you go.

Sunday:

I suggest brunch in the Order for both deliciousness and convenience. Notable favorites are the “Circle B Overload” with Circle B Ranch bacon and sausage, bell pepper, onion, sweet potato fries, pepper jack, and chorizo gravy, or on the sweeter side the “Coffee and Salt Waffle Bowl” with a torn waffle, Askinosie cocoa powder, Coffee Ethic maple syrup, and house-made Scotch salt.

Once you’ve eaten and had your caffeine fix, grab your bags and let’s go on the last adventure of the weekend. Head north on Glenstone and into the country. You’ll veer slightly east on Highway KK, and then make an almost immediate right to stay on KK, you’ll then turn right again on Farm Road 171, and voila, there you are at Tyler Ridge Vineyard Winery. This is the only winery in the area that actually harvests its own grapes into wine. The vineyard is right there on property with all of the best Missouri grapes. You’re welcome to stroll through the rows and pick and eat the grapes you find. My favorite wines are the Vignoles–a semi-sweet white with a unique floral and citrus flavors–and the “Hickory Barren”–made with Chambourcin, a red grape, but then fermented like white wine, with the skin peeled. Because of the skin being peeled, this wine is pink and tastes faintly like a full-bodied red and luscious like a white sweet wine. Stay awhile and talk to the owners, Mike and Kathy, they’re kind and treat everyone that comes in like they’re family. They’ll likely want to know what you do and where you’re from and by the end, you’ll be long lost friends. The wine is outstanding, but the experience is heart-warming.

And bon voyage, you’re off to your next journey. Until next time, I hope that the colorful leaves, small-town country drives, and excellent food and drink have left you warm and merry. Visit our town again soon, and look for other itineraries and suggested trips right here in the future.


This article was written by Meredith Tatum, Author, and Co-Owner of Vibrant Space.

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