There is no magic formula to drive direct reservations. There's no one, perfect booking engine that will immediately increase conversions exponentially. If there were a single, proven fix that works every time, you'd have done it by now. The truth is that improving conversion rate takes dedication. It requires focus. And, it takes a willingness to invest in your property's future. 

Growing direct revenue from your website starts by focusing on two key areas: 

  1. Defining a clear channel strategy
  2. Building trust with visitors to your website. 

Your strategy depends on thinking about how much revenue you get from your website, from OTAs, from groups, and so on, then assessing how much each of those costs you. Once you know this answer, you'll have a better idea of how much OTA revenue costs in real terms (our research shows this to be at least $500,000-$800,000 per year and usually much more) — and what it's worth to you to turn that revenue to direct business. It"s not terribly hard to figure this out. But you have to do the work. 

At the same time, you have to commit to creating a trustworthy environment for your guests to book direct with your property. Commit to rate parity so guests will learn they don't have to shop for a better rate. Invest in outstanding photos and videos that show your property in its best light (as an OTA product manager once told me, "pretty pictures sell product;" my own experience proves this as well). Craft content that highlights the amenities and experiences you offer in clear, easily understandable language. Make your room descriptions, rate descriptions, cancellation policies, and ancillary fees transparent. Guests hate surprises; surprises suppress bookings. 

Expedia and Booking.com spend literally massive amounts of money each year to highlight your content, your rates, your photos — and build trust with your guests when they do that. Isn't that your job? 

All of this takes effort. But that effort pays off in the long run for your property — and your bottom line. Building a strategy that drives direct revenue and focusing on increasing trust with guests works. And who knows? Your results might just be magical.