OTA (Online Travel Agency) commissions erode between 15% and 22% of every booking. For a property with €50,000 in annual revenue, that means €7,500–€11,000 per year leaving your pocket. Direct bookings eliminate this loss.
What is a direct booking and why does it matter
A direct booking occurs when a guest books your property without going through intermediaries like Airbnb, Booking.com or Expedia. The guest books on your website, by email, phone or WhatsApp.
Beyond eliminating commissions, direct bookings give you:
- Control over guest data — you know their name, email, preferences and history
- Direct relationship — you can build loyalty and encourage guests to return
- Policy flexibility — cancellation, payment, pricing at your discretion
- No rate parity — you can offer better prices than OTAs
OTA vs Prenotazione Diretta: confronto commissioni
1. Create a website optimised for bookings
The first step is having a professional website with an integrated booking engine. A pretty webpage isn't enough: you need a system that lets guests check availability in real time, select dates and pay securely online.
Essential elements of the website:
- Professional photo gallery (minimum 20 quality photos)
- Booking engine with real-time updated calendar
- Visible verified reviews
- Secure online payment (Stripe, credit card)
- Optimised mobile version
- Page load time under 2 seconds
2. Optimise local SEO for your property
Local SEO (Search Engine Optimisation) allows you to appear when someone searches "holiday apartment [your city]" on Google. It's one of the most profitable channels because search intent is extremely high.
Concrete steps for local SEO:
- Create and optimise your Google Business Profile
- Use local keywords in your site title and description (e.g. "B&B London Centre")
- Get Google reviews (ask satisfied guests)
- Create specific pages for each unit/room
- Publish useful blog content (local attractions, events, guides)
3. Use social media to acquire direct bookings
Instagram and Facebook are powerful channels to showcase your property. The secret is posting quality content that inspires travellers: room photos, window views, breakfast dishes, local scenery.
Effective strategies:
- Always include the link to your booking site in your bio
- Use Instagram Stories with swipe-up links for direct promotions
- Create a Facebook group for loyal guests with exclusive offers
- Collaborate with local travel influencers
4. Email marketing: the most profitable channel
Every guest who has stayed with you is a potential future direct customer. With their consent (GDPR), you can build a mailing list and send:
- Last-minute offers for periods with low occupancy
- Loyalty discounts for returning guests
- Seasonal newsletters with local events
- Early bird offers for summer/Christmas periods
Email marketing has an average ROI of 36:1 — every pound invested generates 36 in return.
5. Offer a tangible benefit for booking directly
If the price on your site is identical to Booking.com, why would the guest book with you? You need to offer an incentive:
- 5–10% discount compared to OTA price
- Free late check-out (2–3 extra hours)
- Breakfast included or welcome drink
- Free parking (if usually charged)
- Airport transfer or local tour
How much can you earn with more direct bookings?
Let's assume a property with €50,000 in annual revenue. Currently all bookings go through Booking.com at 18% commission = €9,000/year in costs.
If you manage to shift 40% of bookings to direct:
- Direct bookings: €20,000 × 0% commission = €0 cost
- OTA: €30,000 × 18% = €5,400 cost
- Saving: €3,600/year
Over 5 years, this saving exceeds €18,000 — more than enough to fund a renovation or expand the property.
Conclusion
Increasing direct bookings is a gradual process that requires a professional website, an SEO strategy, social presence and some direct marketing. But the return is huge: every euro invested in this channel is worth far more than any OTA commission.
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