How to Attract More Direct Bookings
And Why It Matters More Than Ever…
When it comes to driving revenue for your accommodation business, not all bookings are created equal. While OTAs (Online Travel Agents) like Booking.com, Expedia or BIG4.com.au are essential for visibility, direct bookings through your own website are where your business really wins.
Direct bookings not only save on commission but also strengthen your brand, build guest loyalty, and give you full control over your customer relationship — from booking to post-stay communication.
So, how can you attract more direct bookings? Let’s explore some practical strategies that work for holiday parks, motels, and boutique accommodation operators alike.
Make Your Website Work Harder
Your website is your digital shopfront — and first impressions matter.
Make sure it’s:
- Visually appealing and mobile-friendly
- Easy to navigate, with clear “Book Now” buttons on every page
- Fast to load (guests won’t wait for slow pages!)
- Up to date with photos, rates, and seasonal offers
Pro tip: Include a “Best Rate Guarantee” message — it builds trust and encourages guests to book directly.
Simplify the Booking Process
The fewer clicks, the better. Complicated booking systems lose guests fast.
Use an integrated online booking engine (through your PMS, such as RMS or Newbook) that’s simple, secure, and clearly shows:
Room or site options
Transparent pricing
Add-ons like late checkout, breakfast, or activity bundles
Think like your guest. If you were booking your own property, how easy would it be?
Offer Exclusive Direct-Book Perks
Give guests a reason to book direct with you.
Some simple ideas include:
- 10% off when booking direct
- Free late checkout or Wi-Fi upgrade
- Priority site or room allocation
- Direct-booking-only packages or multi-night discounts
These don’t need to undercut OTA rates — just add a little extra value.
Keep Guests Coming Back with Email Marketing
Every guest who’s stayed with you before is a potential repeat customer — if you stay in touch.
Use email marketing to:
- Share seasonal specials and upcoming events
- Highlight improvements or new amenities
- Offer exclusive “loyal guest” rates
A well-timed email can prompt a rebooking months in advance, especially for repeat holidaymakers.
Use Social Media to Drive Traffic
Your social media posts should always make it easy for people to find and book with you directly.
- Add your booking link to your bio and every promotion post.
- Share short videos or photos that inspire — not just inform.
- Run small paid campaigns to remind local or past guests to “Book Direct & Save.”
Consistent messaging builds familiarity and trust over time — two key ingredients for direct bookings.
Keep Your SEO (Search Engine Optimisation) in Check
If your website doesn’t appear when people search for your region, park, or accommodation type — you’re losing direct bookings before they even start.
Focus on:
- Updating meta descriptions, titles, and keywords regularly
- Including your location in your content (“holiday park in Yarra Valley”)
- Writing blogs about local attractions or upcoming events (great for organic traffic!)
SEO takes time, but the payoff is long-term visibility without commission fees.
Control Your Distribution
Your OTA listings should complement — not compete with — your direct strategy.
Maintain rate parity across channels, but highlight exclusive perks on your website.
Example: “Book direct for best site selection” or “Direct guests enjoy free late checkout.”
Don’t fight OTAs — use them as a funnel to attract new guests, then convert them to direct bookers next time.
The Benefits of More Direct Bookings
When you increase your share of direct bookings, you gain:
- Higher profit margins – no OTA commissions eating into revenue
- Stronger guest relationships – you own the communication and data
- Better business insights – understand your customers’ booking behaviour
- Greater flexibility – control your own promotions and pricing
In Summary
Attracting direct bookings isn’t about cutting out the OTAs — it’s about balancing your mix and building long-term resilience.
Your website should be your most powerful booking channel, not just a brochure.
With small improvements across design, communication, and marketing, you’ll not only increase your profit per booking — you’ll create loyal guests who come back year after year.
👉 Need help boosting your direct bookings?
That’s what we do.
At Revenue Creatures, we help accommodation businesses optimise their distribution, rates, and digital presence — so your website starts working as hard as you do.
Get in touch to talk about a tailored strategy for your business.
Email: jo@thetourismcollab.com.au
Mobile: +61 400 987 091