October 10, 2017

How to turn OTA shoppers into direct bookers on your website


Up to 60% of travel shoppers who book through an OTA site will visit your hotel website first, according to Triptease. They’re coming to learn more about your property, the local area, view more images, and ultimately decide if it all meets their needs.

And that’s your moment to convince a travel shopper to book direct. In this article, we suggest some strategies for how to do this on your website, to help drive more direct bookings and reduce your OTA commissions.

The first thing is to try and capture contact information for your website visitors – the most important being their email address. This will allow you to continue a dialogue with them, promote special offers, and send other marketing messages to convince them to book.

One of the easiest ways to gather email addresses is to run a contest. It doesn’t have to be big or expensive. The prize could be a gift certificate for your hotel or on-site amenities, a free room upgrade, or passes to a nearby local attraction. The good thing about prizes like these is that they require the winner to book a stay to redeem them.

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