How To Get More Direct Bookings And Rely Less On Distributors
Move away from a single marketing approach
The first step in moving away from reliance on OTAs is by diversifying your market. If you’re relying on OTAs for the bulk of your bookings, it is imperative to start creating your own digital real estate. This starts with creating or optimising your website and social media channels, or creating them if you don’t have them, and then making sure you can be easily found online. This means working on your Search Engine Optimisation (SEO) as a start.
Get people to get in touch with you
Now, most people who go onto OTA sites will also visit the website of the place they’re interested in. This means that your website should be designed in such a way as to keep visitors on the site, and book direction with you while they’re at it. This means a responsive, fast loading, and user-friendly website that makes bookings easy to do, and incentivises visitors to sign up for your newsletter.
This goes for your social media profiles as well. Be active on your pages, ensuring that you build a rapport with anyone who comments or queries, even if it’s negative.
Work on loyalty
Now, most price-parity agreements are only valid for prices you make public. This means that you have an incredible opportunity to build a loyal customer base. You can do this by creating a discount programme for people who sign up for your newsletter. You can also offer other incentives for people who book through your website, like a private tour, or a discount on their first night’s stay.
These principles can also be carried over on social media, where you can run competitions, or have special offers for the first 10 people who DM you, for example.
If you want to get control of your bookings again, and are uncertain about implementing the above steps, all you have to do is visit our website to get in contact with us for professional digital marketing help.
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