Packages help direct bookings

Packages: the latest update on freetobook.

Using freetobook packages you can now offer your customers extra value added inclusions and change the board basis for any specific package you wish to create.

Types of Package:

Added Meals – for example you may have a standard rate with Bed and Breakfast and want to offer a “Dinner Bed & Breakfast” rate, or a rate which includes a packed lunch.

You can also remove meals in a package, so if your standard rate is including breakfast you might want to have a package that does not include breakfast.

Value Added Service –  Alternatively you might create a package which incudes bike hire or some other value added service special to your business. For example, you may collaborate with other local businesses and offer a golf  or spa package, cookery or photography class, or tickets to a local attraction such as a theme park.

How you setup your packages is very flexible; you can change the board basis and add extra services -it’s completely up to you.

Packages are a fixed rate and can be restricted by:

  • dates of stay
  • minimum stay duration and
  • nights of the week.

If a package is available for a customer to book during their search they will see a new tab with the package title you have created. They can then easily switch between your package and your standard availability.

 

Packages are exclusive for your direct bookers so they also potentially give a great way to offer more value to your direct customers where you pay zero commission.

To start creating your own unique packages, head to the ‘Specials’ tab on your freetbook diary and select ‘Packages’. Click ‘Create Package’ and start filling in all your package details – simple!

 

 

Maximum Direct Bookings 2018

New year, new direct booking updates!

Direct bookings save you commission, time and are three times less likely to cancel than bookings made through an OTA. As always, freetobook has your back – our new SearchPro upgrade can increase your direct bookings by up to 40%! Here are our top tips to make the most of your free SearchPro upgrade and maximise your direct bookings:

 

1.Customise your booking page

Your business is unique – your booking page should be too! Head over to your My Direct Booking page and select icons to appear which reflect the amenities you offer, such as wifi and breakfast. Replacing text with icons optimises your booking page, making it super clear to your guests the benefits you offer.

2.Reward booking direct:

Special offers are a brilliant way to incentivise and reward your guests for booking direct. Always make sure that you offer the best deal on your own                  website, even if that is the same as rates offered elsewhere – don’t miss out on direct bookings because OTAs are offering a better deal! We have a selection of Book Direct Images, try one or design your own – displaying a neat “Best Price Guarantee” sticker on your website will go a long way to increasing your direct bookings.

Using Promo codes is a more selective way to reward booking direct; the customer needs to know the promo code. Your offer can vary from a complementary drink on arrival to a discount – get creative! Your guests will feel special and rewarded and will likely mention it in their review, encouraging future guests to book direct when they hear about the benefits!

Providing a non-refundable special offer booking option for your guests ensures that they are getting a great value deal, and you are reducing your cancellations and securing guaranteed income – it’s a win-win!

 

3.Review your cancellation policy

Take some time to review your cancellation policy – always make sure that your cancellation policy is equal to or better than the OTA offer! This is another way to show that booking direct offers the best deal.

 

4.Website check up

The new year is a perfect time to review your website and optimise it to increase your direct bookings:

  • Update your content – is all the information still accurate? Do you provide information on local attractions and events?
  • Good quality, professional pictures of your property are important in showcasing your business and are worth investing in.
  • Is your website mobile responsive? 27% of accommodation bookings are made via mobile – your booking page is responsive; your website should be too!
  • Is your ‘Book Now’ button visible and in more places than just your homepage? Quick and easy ability to ‘Book Now’ will help increase your direct bookings

 

 

Stay tuned for tips and advice throughout 2018 – we will soon be hosting our first webinar where we will guide you through the ins and outs of SearchPro via live video, keep an eye on our social media and emails for more details!

3 Things to learn from Hilton CEO

OTA giantsHigh levels of cancellation, high commissions from Online Travel Agencies (OTAs) and competition from Airbnb are big issues that a giant chain like Hilton have in common with independent owners.

In a recent interview, the CEO of Hilton talked about rising cancellation rates, high commission from the OTAs and competition from Airbnb. Every day is a school day so I thought I would consider his comments and try and interpret them for independent accommodation owners like yourself.

High levels of cancellation

High level of cancellationNassetta, from Hilton, says “customers…have been trained to do multiple bookings and do things that have created a scene where cancellations…have skyrocketed.” He is talking about certain OTAs encouraging customers to book and cancel. OTAs don’t really care about high cancellation rates if the customer books again through them it doesn’t matter to their profitability, they still get the booking; it’s the cancelled property who loses out.

If cancellation levels are an issue for Hilton they are an even bigger issue for independent accommodation owners where each room is so much more precious. To put some numbers on it I looked at our statistics from the last 10 months and they show that certain OTAs have an average cancellation rate of 26.5% compared to 8% on direct bookings.

Our advice here is to make sure you have a cancellation policy that does not penalise direct bookings. If you can maximise your direct bookings you will also lower your cancellation rate because direct bookings are more than three time less likely to cancel.

Hilton has responded by increasing their cancellation deadline from same day to 48 or 72 hours and made sure that their direct booking cancellation policy is always the best.

High levels of commission

OTA commission risesMany of our customers tell us about the rising commission bills which seem to get larger every year as OTA bookings keep rising. Hilton mentions a lack of competition “More competition would have the effect of driving down distribution [commission] costs.” We have seen less competition as the OTAs take over rivals leaving only two major OTAs (Bookingcom and Expedia, who own most of the others).  Nassetta, of Hilton, thinks that Airbnb could change to become a competitor for the OTAs and help drive down commissions.

Is there a place for another OTA with lower commission? Hilton certainly thinks or maybe hopes so. In common with many independent owners Hilton feels the pressure from very dominant sources of bookings and hope for a path to lower commission.

Airbnb is not competition

Hilton sees Airbnb as catering to “different travel or trip occasions” this may be true for Hilton because a big hotel chain clearly has little in common with a bedroom in a home. Airbnb feels far closer to the independent small businesses that are our customers.  We also know that many of our independent customers already use Airbnb as a channel for low cost bookings so they can be an ally for everyone.

In summary, it seems that there is a surprising amount in common between Hilton and independent accommodation owners. A closer look does reveal that the same issues are faced by everyone irrespective of size along with a hope for more competition in the online travel agent space.

Previous related blogs on direct bookings

3 Ways to Power Direct Bookings

1. Show the benefits of booking directly

Why should I book directly ? Answer this question in your customer’s mind and you will increase your direct bookings. Use some subtle “book direct” images and text to show that booking directly on your website is the best thing that guests can do.

Customers need to be convinced that they should book directly, it can’t be taken for granted. Present a message that re-assures your potential guests at the exact point they are thinking about where to book. As a little gift we have created some images, please help yourself to some “book direct” images, use them freely and share them widely. Link to “Book Direct” images

2. Don’t hide your Book Now button

A potential guest has made it on to your website, so make sure that they can easily find your book now button. Is your booking button in a prominent position on all your web pages ?

Book Now
Book Direct

Your “Book Now” button or “Search Availability” should be easily identifiable and should be on every page of your website, not only on the Home Page. If potential guests can’t find it easily you are pushing them away and they could proceed to some other property or end up booking through an Online Travel Agent (OTA). Make it easy to book so you don’t lose the direct booking.

Typical errors include putting the booking button too low down on the page forcing customers to scroll to find it, others hide it under tabs and menus like Accommodation, Rates or even Contact. Show your booking button clearly, simply and prominently to increase direct bookings.

3. Reward direct bookings

Reward guests who have or are about to book directly with you. Display a special offer for direct bookers using an offer for everyone or if you want to be a bit more selective use a promo code.

special offer for rooms
special offer

With a special offer you can ensure guests can book your best rates directly via your own website. This could be for a selected period or for a minimum stay, or simply make it available for all stays, it’s up to you. Creating a reward for direct bookers will certainly increase your chances of getting the booking direct. When I do a booking directly I’m always looking for that little reward to clinch the deal.

Direct Bookings using Promo Codes
Promo Codes for Direct Bookings

Using Promo codes is more selective, the customer needs to know the promo code. There are various types of offer from the simple discount to complimentary drinks or a room upgrade. A little something that shows you are willing to reward direct bookings on your website. It’s a win for everyone, guests will feel special, rewarded and will more than likely mention it in their reviews. This helps the overall book direct message because future guests learn of the benefits of booking direct when reading the great reviews the rewards have generated.

Get creative and invent original rewards for direct booking.

To find out more about some of freetobook’s direct booking benefits take a look at Promo Codes, which can help you encourage customers to book with you again, and facebook book now button using a facebook call to action button.

Keep an eye on our blogs for tips on how to improve your direct bookings and start cutting into that commission bill.

Group website at zero commission

Get a Together group for direct bookings

direct commission free bookings
grow your direct bookings

Here at freetobook we are continually looking to make it easier for small independent accommodation owners to thrive. One message we hear again and again is that the large OTAs are taking more and more commission.

Well, here’s  the good news, it’s never been easier to fight back with zero commission direct bookings from your group’s website. A group website can be created for a few nearby properties who want to work together or for bigger groups like a local association or marketing group.

Get together and co-operate to reduce commission.

Key Advantages:

1) Zero commission for all your group’s bookings.

2) Easy to refer phone bookings when you are full, revenue stays local.

3) Professional online booking and mobile site improves the image of your group.

4) Simple to administer, each property handles their own availability, rates and information.

5) It’s your group – you own the website so you can invest in it and grow it.

If you want to start fighting back against all the high commission bills this is a great place to start.

Read about the together group that reached £500,000 in commission free bookings

Case study of Fort William Bed and Breakfast group

Find out more from those already doing it with their “Together” websites.

Video showing how “together” can work for you

Join Together for more zero commission bookings from freetobook on Vimeo.

 

Together group benefit circle

5 Ways to make your website user-friendly

User friendly websites
User friendly websites

We are always trying to help our customers increase their direct bookings. Although there is not one simple answer to achieving that (i.e. social media marketing works for some properties, whilst others might find special offers increase their website bookings), one key thing that applies to all is having an easily-navigated, user-friendly website. So, here are a few helpful tips

1. Use a simple and readable font for your website. We all love the fancy fonts, but you must remember your font should be web-friendly and easy on the eye.

2. Your “Book Now” button e.g. your Search Availability should be visible on every page of your website without having to scroll down (above the fold).

Visitors should see it without having to look for it i.e. place your Search Availability at the top or the right-hand/left-hand side bar of your Home Page. Remember, your booking button must be on ALL pages of your website and ideally in the same place. Doing this makes it easy to find.

Take a look at how the Coila Guest House do it, it’s in the top menu on all pages and again on the content pages. By all means be creative but also give a consistent structure to help customers find your availability and book.

3. Each click you ask a customer to make reduces your bookings. So don’t hide your “Search Availability” button under your Accommodation or Tariffs menu. Many will leave a website in less than a minute after they have landed on the Home Page because they can’t find what they need. Visitors are looking to check your rates and availability, don’t bury it behind another click.

4. Remember, when you make any changes to your website spend a little time checking that  all your links and buttons are working properly. Why not ask a friend to do a booking and tell you how they found it.

5. If you are active on social media then place your social media icons in a visible place. If you are on Facebook/Twitter/Instagram put a link to those pages on your Home Page at the top to avoid having customers scroll down to search for them. The Auchlea B&B  has their social media buttons well placed on their Home Page.

 

As you can see these are simple, easy ideas that everyone can try in order to make their websites more booking-friendly. Let us know how they work for you in the comment section below.

Increase Bookings by Making your Website more Personal

Imagine you’re a looking for somewhere to stay and you stumble upon your website. What do you see? Evaluate, how your website looks, what feelings do the descriptions create, what are the colours saying to you? These are the first things your customers see, is it painting the image you have in your own mind about your property?

Simply put, is it telling the story you want to tell?  Those first impressions are personal and emotional and getting them right will help increase bookings, so here are 5 tips to ensure you make the right impact.

1.       Use colour psychology – Although, the language is important visuals are the first thing people see when they open a web page. It is proven that our brains process visuals 60,000 times faster than text! Thus, choosing the right colours for your website is pivotal. So, here comes the colour psychology. If you haven’t heard about colour psychology before, the basic idea is that different colours convey certain meanings and feelings. For example, brown gives the sense of security, it is a colour some people associate with home and quietness. You have to think about the general atmosphere of your property, where it’s situated (by the sea or up in the mountains), then decide what colours to use.  

Have a look at a couple of examples:

House on the point B&B, located on the coast by Ullapool. Along with great photos, they have used blue and white as key colours on their website, suggesting that the property is located near water.

Another good example is The Caledon Guest House, Isle of Wight, which have used back and white as their background colours, suggesting sophistication and glamour. This is also a good complement to their amazing photographs.

 

For more information, you can check the Psychological Properties of Colours.

2.       Add a welcoming video on your website – Adding a short video to your website, helps to establish authenticity and show the atmosphere. It is critical to keep it short, as 60 percent of viewers will drop off within two minutes of a promotional video. Moreover, by adding a video to your website you will increase the traffic to your website, as a recent marketing study showed in 2017, video content will represent 74 percent of all internet traffic.

 

3.       Language – Using the right language is a key. “A great photo can only benefit from an amazing description. If you have already utilised our suggestions on accommodation photography, now you can have a go at improving the language of your website.”Here you have the chance to use those creative writing skills you never knew you had! You may have heard of the saying “Don’t sell rooms, sell character”. Well, here is your chance to get creative. Look at these examples: “enchanting rooms”; “attractive décor”; “sumptuous mattress toppers”. So, grab your notepads and start writing.  If you are short on ideas spend 30 minutes online looking around, it’s all there. 

 

4.       Get reviews from your guests to show on your website – Word of mouth is one of the most influential marketing techniques. As we well know people are easily influenced by reading a great review or by friends sharing their great experiences. Therefore, adding reviews to your website is one of the best ways to increase direct bookings.  

 

5.       Share stories – Write your personal story of how your property came to be or find a funny story to tell. Working with people all the time, you might have a lot of fun experiences, so share them. Think about something that has made you laugh, a strange request or an incident which turned out well in the end and share it on your website. Customers will see a more personal side of you, like this blog of The Hive at 52 B&B, in which the owner records their everyday life as a B&B owner.

 

So, why don’t you try some of those tips? Going the extra mile towards increasing your direct bookings is that simple.

3 Ways to Boost Direct Bookings

Book Direct
Book Direct

Direct bookings save commission and are much less likely to cancel. The more direct bookings you get the more money and time you are saving.

1) Make sure you offer the best deal.

Research has shown again and again that customers will choose to book direct where the price is the same or better. Proving that we are naturally attracted to the idea of booking direct, believing we will get better options, better customer service and are more likely to get an upgrade.

Offering the lowest rate is critical, even if it is the same as any other rates offered.

2) Reward direct bookings

When customers do book direct you should look at ways to reward them. Typical rewards can include a discount on their next stay via promo codes. It’s also a great idea to make a reward during their stay, this will depend on your circumstance but might include something like a room upgrade, free wi-fi or a free breakfast.

Get creative and invent original rewards for direct booking, it helps you stand out.

Book direct for benefits
Book direct for benefits

3) Show the benefits of booking direct clearly

Customers visiting your website want to know what to expect when they stay with you but they also need to know that you want their booking direct. They will have visited many other websites and you want them to be persuaded when they are on your website. Displaying a neat little “Best Price Guarantee” on your website will go a long way to increasing direct bookings.

We have created a small selection of Book Direct images, try one or design your own.

Direct Bookings using Promo Codes
Promo Codes for Direct Bookings

To find out more about some of freetobook’s direct booking advantages take a look at Promo Codes which help encourage repeat customers and social media promotion with facebook bookings.

Spread your booking sources

Online Travel Agents
Big sources of bookings

Increasing direct bookings is the priority and we certainly help thousands of businesses grow theirs. The next priority is to ensure you have a good mix of other booking sources so you don’t have all your eggs in one basket. Too many bookings from one source creates a risk to your business.

If almost all your bookings come in from Bookingcom or Expedia there’s a danger of a single source being too dominant and any business knows that securing future success requires a healthy spread of bookings.

What if you were to fall out with your single biggest source of bookings, do you have any alternatives? Perhaps they decide to implement something you disagree with, do you have another source as back-up?  These are valid questions that could affect the sustainability of your business.

You also need to consider that each agent has their very own customer database and by working with a variety of them you maximise your exposure to potential new customers. If for example you only work with Expedia, you’ll only get Expedia customers and that will limit your business.

bestPriceA good healthy business mix includes plenty of direct bookings alongside a diversified strategy with Bookingcom and Expedia, but make sure you have a plan to increase direct bookings.

 

Secure your future bookings with a two priorities

1) Don’t rely on just one big source of bookings

Easy to use channel manager can help manage multiple sources of bookings without double entry or double bookings.

2) Invest in growing your direct bookings

Direct booking tips and blog articles to help grow your direct bookings

 

Promo Codes upgraded for more direct bookings

Direct Bookings using Promo Codes
Promo Codes for Direct Bookings

Thousands of properties have already benefited from freetobook’s promo codes so we have made them even better. You can set up as many promo codes as you like to target more customer segments and drive up your direct bookings.

Now with the new upgrades you can also;

1) Restrict the promo codes to apply on certain nights of the week.

2) Create a promo code that’s an extra service or item rather than a rate discount.

3) Set a minimum stay duration for the promo code.

Promo codes are great at encouraging guests to book direct. So why not use them to increase direct bookings and entice bookers away from other online websites, thereby powering more direct commission free bookings.

You will find promo codes and special offers in the Tab “Specials” and “Promo Codes” on the orange bar.

Further information on promo codes

On our website “More Direct bookings with Promo Codes

On our blog “How can hotels use Promo Codes ?