Why UK Small Hotels and Guest Houses Should Focus on Direct Bookings

If you run a small or medium-sized hotel or guest house in the UK, you may have spent years relying on OTAs like Booking.com to fill your rooms. While OTAs bring in a lot of guests, you are aware that their commissions are quite steep. They also take away your chance to build a personal relationship with your customers. Today, we’re having a chat about why it might be time to focus more on getting bookings directly through your own website.

Why Direct Bookings Matter

Because, when a guest books directly on your website, you don’t have to pay commission fees. This means more money stays with you. Plus, direct bookings give you better control over the guest experience. You can send a friendly welcome email, offer special deals & keep in touch with guests long after their stay.

Direct bookings also let you collect useful information about your guests, i.e. their favourite room type or what extras they enjoy. This can help you create offers that really stand out and entice them to book with you.

The UK Scene

Recent studies show that around 39% of UK travellers are open to booking directly if they are presented with a clear benefit. However, many smaller hotels still get only about 25–30% of their bookings straight from their own websites. A few reasons would be:

• Outdated Systems: Many smaller hotels are still using old systems that make it hard for guests to book easily.
• Low Marketing Investment: With tight budgets, it can be tough to compete with the big advertising spend of OTAs.
• Limited Digital Skills: Without a strong digital strategy, it’s hard to show off what makes your property special.

Even with these challenges, domestic tourism in the UK is bouncing back. With many locals looking to explore the country, there’s a real chance to capture more direct bookings. But you have to be ready to invest in updating your website and marketing. Not acting in time, would lead to the competition stealing reservation you could have had!

The Benefits of Shifting to Direct Bookings

Here are some benefits of getting more direct bookings:

• Better Profit Margins: You keep more of the money you earn, without having to pay commission fees.
• Stronger Customer Ties: You can communicate directly with your guests, which helps build loyalty.
• More Control: You set your own prices and can offer special deals that you can’t do on OTAs.
• Valuable Data: Direct bookings give you insight into what your guests like and help you plan better for future stays.

How to Make the Shift

Ready to boost your direct bookings? Here are a few simple steps:

Upgrade Your Website

Make sure your site looks good and works well on all devices, especially mobile phones. A fast & user-friendly website with a clear “Book Now” button can really make a difference. This is your online front door and is inviting guests in.

Spend a Bit on Digital Marketing

Invest in some basic digital marketing. Use Paid Search so that your hotel appears high in search results when people look for places to stay near you. You could also use social media to share special offers and get in touch with potential guests.

Use OTAs Wisely

Do not ditch OTAs completely. They’re still useful for reaching new guests. Use them as a way to attract customers, and then encourage them to book directly by appearing on google search results with a direct offer.

Get to Know Your Guests

When guests book directly, take the time to gather their information. Send a thank you email and offer them a discount for their next stay. Over time, these little touches add up and would help you build a loyal customer base.

Looking Ahead

The move toward direct bookings is already underway, even in the UK. Larger hotel chains are seeing more money per booking when guests book directly, and there’s no reason smaller hotels can’t do the same. By modernising your website, investing a little in digital marketing & making it easy for guests to book directly, you can gradually shift more business your way.

So Why Wait?

It’s time to put a bit more effort into your own website and take control of your bookings. Your guests & your bottom line will thank you.

Reach out to [email protected] and see how we can help you grow your business by becoming an extension of your team.