How Independent Hotels Can Reduce Reliance on OTAs and Increase Direct Bookings
If you run a small hotel or guest house, you probably rely on online travel agencies (OTAs) like Booking.com or Expedia to bring in bookings.
They help fill your rooms, but they also take a big cut—often 15 to 25 percent—of every booking. That’s money you could be keeping.
OTAs also take control of the guest relationship. Instead of booking with you, guests book through a third-party platform.
You don’t get to communicate with them properly before they arrive, and they often remember the OTA, not your hotel.
The good news? More travellers are willing to book directly—if you give them a good reason to.
Let’s look at why direct bookings matter and how you can start getting more of them.
Why Relying Too Much on OTAs is a Problem
OTAs are useful, but depending on them for most of your bookings comes with problems:
- High commission fees – Every booking costs you a chunk of your revenue.
- Less control – You can’t always offer special discounts or set flexible terms.
- Fewer repeat guests – Many people return to the OTA for their next trip
- instead of booking with you.
- Lack of guest data – When someone books through an OTA, you don’t always get their email, meaning no chance to send offers for future stays.
OTAs should be a tool, not the main way your hotel gets business.
Do Guests Want to Book Directly?
Yes—but only if it’s easy and they see a clear benefit.
A recent study showed that 39 percent of UK travellers would book directly if they got something extra. But despite this, many independent hotels still get only 25 to 30 percent of their bookings from their own website.
So why aren’t more guests booking direct?
Slow or outdated websites – If your website is hard to use, people will go back to OTAs.
No clear direct booking perks – If the price is the same everywhere, guests won’t see a reason to book with you.
Weak online presence – If your hotel doesn’t show up on Google when people search, they’ll end up on an OTA instead.
The good news is that all of these problems can be fixed with a few smart changes.
How To Get More Bookings
1. Make Your Website Easy to Use
Your website is like your digital front door. If it’s slow or confusing, guests will leave.
Make sure it works well on mobile phones – most bookings now happen on mobile.
Have a clear “Book Now” button that’s easy to find.
Keep the booking process simple – fewer clicks, faster bookings.
Show real guest reviews and high-quality photos to build trust.
A good website doesn’t just look nice – it makes it effortless for guests to book with you.
2. Give Guests a Reason to Book Direct
People won’t book directly unless they see a clear advantage. OTAs are easy, so you need to offer something extra.
Better prices – If allowed, make direct rates slightly cheaper than OTA rates.
Perks for direct bookers – Offer things like free breakfast, a discount on their next stay, or late check-out.
Flexible cancellation – Many guests prefer booking direct if they can cancel more easily.
Loyalty rewards – A small discount for returning guests can encourage repeat bookings.
Put these benefits front and centre on your website so guests see them right away.
3. Improve Your Online Visibility
If guests can’t find your website, they’ll end up on an OTA. That’s why it’s important to invest in search engine optimisation (SEO) and ads.
- Make sure your site appears on Google when people search for hotels in your area.
- Use Google Ads to show up at the top of search results.
- Post regularly on social media to attract potential guests.
- Collect emails from past guests and send them special offers to encourage direct bookings.
Even a small digital marketing budget can make a big difference in getting more direct bookings.
4. Use OTAs to Attract Guests, But Win Them Over for Next Time
OTAs aren’t the enemy—they help you get noticed. But once a guest books through an OTA, you should encourage them to book directly next time.
- At check-in, mention your direct booking perks for their next visit.
- Collect guest emails and send a special discount for a future stay.
- Offer a loyalty programme where repeat guests get benefits.
Many hotels gradually reduce their OTA reliance by turning OTA guests into repeat direct bookers.
The Future of Direct Bookings
More and more hotels are focusing on direct bookings, and it’s paying off. Big chains are making more money per booking when guests book direct—and there’s no reason small hotels can’t do the same.
By making small improvements to your website, marketing, and guest experience, you can take back control of your bookings.
Why wait? Start today and keep more of your hard-earned revenue where it belongs—in your business.
Need help? Contact [email protected] and let’s talk about how we can help you get more direct bookings.
