In the bustling world of vacation rentals and hotels, the conversation around direct bookings versus platform bookings is hotter than ever. Dara Khosrowshahi, Expedia’s former CEO, once shared a perspective that shines a light on how booking platforms view their role in your business. He suggested seeing platforms like Expedia, Airbnb, and VRBO not as adversaries charging high fees but as invaluable referral sources. The real challenge, according to him, lies in converting those one-time platform referrals into loyal, direct-booking guests.
The Platform’s Perspective on Direct Bookings
Major booking platforms understand their value to property owners — they offer unmatched exposure to a global audience, bringing a stream of potential guests to your doorstep. These platforms see themselves as the initial connector, not the permanent intermediary. Their message is clear: “Use us to gain guests, but strive to keep those guests coming back on your own terms.”
The Value of Direct Bookings
Direct bookings aren’t just about avoiding fees; they’re about building relationships. When guests book directly with you, it opens up a direct line of communication, allowing for a more personalized guest experience. This personal touch is what transforms a one-time guest into a repeat visitor.
Achieving a Balance: Platform and Direct Bookings
Relying solely on booking platforms is a risky business strategy. Policies change, fees increase, and you’re always one algorithm update away from losing visibility. Here’s how you can start balancing platform reliance with direct bookings:
- Capitalize on Initial Exposure: Use the vast reach of platforms to introduce your property to guests worldwide. View each booking as an opportunity to impress and retain guests.
- Create Memorable Stays: Go above and beyond to ensure guests have an exceptional experience. Personalized touches, local recommendations, and impeccable service can make all the difference.
- Promote Direct Booking Benefits: Educate guests on the benefits of booking directly with you next time — whether it’s a better rate, special perks, or more flexible booking options.
- Invest in Your Online Presence: Develop a strong, brand-focused website equipped with a booking engine. Use SEO strategies to improve your site’s visibility in search results.
- Leverage Email Marketing: Collect guest emails (with their permission) during their stay or through your website. Send out newsletters with special offers, updates, or interesting content to keep your property top of mind.
- Incentivize Repeat Bookings: Offer discounts, special packages, or loyalty rewards to guests who book directly for their next stay.
Conclusion: Direct Bookings as Part of Your Growth Strategy
Building a healthy mix of platform and direct bookings doesn’t happen overnight. It’s a strategic process that involves making your property stand out on platforms, then leveraging that visibility to foster guest loyalty and encourage direct bookings. Remember, every guest who books through a platform today is a potential direct booking tomorrow. By focusing on creating exceptional guest experiences and communicating the value of booking directly, you can gradually shift the balance in favor of more profitable, direct relationships with your guests.
