With the impact of COVID-19 and a more competitive distribution environment, lowering the cost of guest acquisition to maximize every dollar of revenue is paramount to success. Driving bookings through Brand.com can help to increase profitability and decrease costs. Hoteliers’ unique ability to personalise the shopping and booking experience can help further grow direct booking revenues.

And during COVID-19 recovery we’ve seen the importance of the direct channel in communicating cancellations, policy changes, travel restrictions, and other details to customers who are more frequently seeking out individual hotel websites and engaging with direct communication channels. How can hoteliers build on this momentum and encourage post-recovery direct shopping engagement to make the most out of their most profitable distribution channel?

Direct Booking Challenges

Many hoteliers struggle to ensure that their direct channel is the most visible and appealing to guests. The average conversion rate for website visitors is only about 2% while the average booking engine conversion rate is only about 7% (h2c).

1. Direct Bookings Challenges
2. Personalisation: The Key to Unlocking Direct Booking Potential
3. Additional Strategies and Solutions to Improve Direct Channel Performance