At REVPAR GURU, we are all about making our clients the most money possible. In some cases, that means using the OTAs but other times, the direct channel is best. Given the importance of the direct channel, we wanted to share our top five ways to increase website traffic and direct bookings.
Rates are King
When attempting to drive business to the direct channel, rates are of the utmost importance. Potential guests are motivated by the best rate and they will go wherever they need to get the best rate.
Typically,
we suggest keeping your direct rates in line with the rates being offered through the OTAs (obviously to avoid rate parity issues), but offer complimentary upgrades to encourage potential bookers to choose the direct channel over the OTAs. For example, if you¹re selling a two double bed room for $229 through the OTAs, charge the same rate for a king bed through the direct channel. You¹ll see that consumers are motivated by the value of the direct channel and most will choose to take the extra step to go to your site to book.
Make your Website Stand Out
Today, consumers are very web-savvy so they have very high expectations when it comes to the quality and professionalism of your property¹s website. If your website is not up to the standards of the OTAs, then assume that guests will question your property¹s integrity and whether or not you can deliver the vacation experience that they are looking for.
Your property¹s website should be clean, modern and professionally designed. It should use high-quality, professional photos and videos to entice potential guests to book with your property. Photos and videos are the best way to help potential guests picture themselves vacationing at your property, and are a highly effective way to increase bookings through the direct channel. Ideally, your website should also be accessible on a mobile device, as a large percentage of bookers now use smartphones instead of regular computers to book.