increase hotel bookings

The final goal for most hotels is to encourage visitors to book directly through their website.

That much is clear.

With direct bookings, you can cut commissions that you pay to travel agents, build a base of loyal customers and enhance your brand identity. Therefore, hotel owners should aim to win guests through direct bookings.

But what to do if your hotel website has got quite a lot of traffic and no bookings at all? What to do when many visitors come to your hotel website to find our more about your hotel and, possibly, to check if the rates on your hotel website are lower than the booking agent is offering.

Well, this post is an amazing opportunity to improve the visitors’ behavior on your website. Below you will find an ultimate checklist to improve website conversions and increase direct hotel bookings.

  • If you don’t have those keywords, people will never know about your hotel website.


Content is the ignition key to drive your guests to your hotel website.

Any content starts with the keywords list development. Hotel guests search the web using certain keywords.

These keywords drive them to your hotel website. If you don’t have those keywords, people will never know about your hotel website. And there is good news: there are tools with the help of which you can find out what keywords people use while looking for hotels: Ubersuggest, Google Keyword Planner.

The next step would be to stand out in the market and shout about why you are the best in the hotel industry using the keywords.

But there’s more than just adding relevant keywords into a piece of content. Search engines are savvy and see the difference between useful content and the content which is just trying to rank highly for certain search terms. The golden rule to increase direct hotel bookings is to create compelling content providing value to the reader and keeping them engaged.

Translate english to russian language

Launch a user-friendly hotel website

Another very important point to consider in order to increase hotel bookings is mobile bookings. According to eMarketer’s report, 2017 will be a benchmark year of all mobile commerce sales. And with the advanced technologies, this should be a no-brainer by now. Responsive website experience is what the market demands now and Google is pushing this point too. You can check whether your hotel website is mobile friendly or not with a Mobile Friendly Test tool from Google. As a rule, today most of the hotel website themes and templates are responsive. If the tools show errors, ask your webmaster to fix them.

Encourage your visitors to subscribe to your newsletters

Almost everyone who works online has heard the saying, “the money is in the list”. That concerns hotel website in particular. Even for a small hotel this list can make a world of difference and add some extra income for your pocket. You have a list of guests that you can contact at any time, and let them know what you are up to. This ability to stay at the forefront of your visitor’s minds is what will sustain and grow your hotel business.

In the next series of my posts I am going to write about tips how to increase hotel guest satisfaction, make sure to subscribe to my newsletters!

Use social media tools

Hotel owners that succeed with direct bookings, implement one thing very well:

Social media is a great tool to know your prospects and establishing relationships with them.

More and more guests are leveraging social media to find best rates, most comfortable hotels and make recommendations. And there are great opportunities to prospect, build relationships and increase direct hotel bookings.

Before joining a social network to sell hotel rooms, you must know your client base, and find out where your market is having conversations and them go there. The most popular ones are Facebook, Twitter, Linkedin, Instagram, Pinterest. You can create an account or a business page, join communities and start connecting, building relationships and engaging in conversations.

Localize your content and social media

Many companies take it for granted that the majority of web content today is in English. Consequently, businesses reason that there isn’t a big demand for a localized version of their website or products.

But the recent research shows that 70% of Internet users aren’t native English speakers. According to Common Sense Advisory, 74% of consumers prefer to buy products and services in their own native language.

Here’s the kicker:

If you don’t translate and localize your hotel website, there are a lot of potential visitors who won’t even know that your hotel exists. The hotels that are localizing content for new markets are reaping substantial benefits. The first question you should ask is where:

  • If you don’t translate and localize your hotel website, there are a lot of potential visitors who won’t even know that your hotel exists.

where are you target guests & what channels will best connect the business to them. Quite probably, your target visitors could be the ones from the countries which are not far from your hotel. You could also carry out a research on your competitors from your region to check where their visitors come from.

Offer discounts to limited audience

One of the most effective ways to draw travelers’ attention to your hotel and increase direct hotel bookings is to offer special discounts and value added services. Giving your potential guests an option to save money on a service or offering them discounted stays can often turn them in your hotel’s favor.

The perks can help you attract new guests and retain existing ones, increase sales, enhance your reputation and drive more traffic to your owned channels like your website and social media pages.

Creative promotions are a great opportunity to supercharge your hotel services. If your target audience speaks different languages and comes from different countries, make sure your offers will reach them in their own language and will meet your target audiences’ cultural peculiarities. This is very important when you prepare seasonal promotions.

Engage with visitors and respond to reviews and comments

If you are looking for ways how to increase hotel guest satisfaction, you should obviously respond to online reviews and comments. Connecting and engaging with visitors and guests is a great way to show the human side of your brand, establish trust and loyalty and, of course, increase hotel bookings. Managing online reviews on a website and social media accounts, respond to online chat inquiries is one of the biggest priorities for hospitality brands. This engagement is crucial for capturing contact information and building relationships. You have to take some time to listen, acknowledge and respond to the guest and customer feedback. In this way, you ensure that the visitors don’t simply bounce from your website without a second thought about your hotel services. On the contrary, you will improve your hotel’s social media performance and boost financial outcomes.