How to Incentives Boost Hotel Direct Bookings
Think of your hotel’s website as its digital storefront, and that its goal is to attract consumers and drive sales. Because your homepage is the first point of contact for most visitors, it should clearly and immediately communicate what sets your hotel apart and why consumers should choose what you are selling. Offering incentives is not only one of the most effective ways to drive direct bookings, but can also foster long-term benefits like guest loyalty and stronger hotel brand advocacy.
The Power of Incentives
A survey of 2,500 travellers by Software Advice and Google revealed that nearly 50% would book directly if offered a room upgrade, while 23% would do so for free room service. This shows that incentives like free breakfast, complimentary parking, or special packages can effectively compete with Online Travel Agencies (OTAs).
To reduce reliance on third-party channels, hoteliers must communicate the value of booking directly. Offering exclusive perks, more flexible cancellation policies, or bundled packages with partners (like airlines or car rentals) can entice travellers to book on your site. Furthermore, ensuring that your rates are competitive—or offering additional value— also gives potential guests a reason to book directly.
5 Tips for Effective Incentives
1. Use Pop-Ups and Calls-to-Action: A well-timed pop-up highlighting your direct booking incentives can boost bookings by up to 40%.
2. Track Engagement: Use UTM codes to track which campaigns are driving bookings. This helps you assess what works and refine your strategy.
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3. Promote Perks Across the Site: Feature exclusive incentives prominently on your homepage, booking pages, and special offers sections.
4. Reinforce Incentives Post-Booking: Mention perks in pre- and post-stay emails to keep guests engaged and encourage future bookings.
5. Use Social Media: Promote your direct booking bonuses across platforms like Instagram, Facebook, and Twitter.
To create an effective incentive strategy, tailor your offers to your hotel’s unique strengths. For instance, if you have a renowned restaurant, offer dining discounts for direct bookers. If your location offers scenic views or unique experiences, emphasise these as part of your booking perks.
Implementing an incentive strategy, while requiring planning and testing, will deliver long-term benefits. Your hotel must align with what your customers are looking for, and the rewards will be worth it. In the long run, you will benefit from repeat customers, stronger profit margins and, the icing on the cake — reduced dependence on intermediaries.