Ten years on and stronger than ever…

freetobook the journey

Are we really 10 years into this journey? Its January 2021 and we are just starting lockdown III in the UK, what a time to look back on 10 years of freetobook.

It’s November 2010 and we facilitate our first direct booking which was the culmination of a year’s worth of programming work for the team. We took the “idea” of direct booking and literally made it free for accommodation owners all over the world. The journey from then to now has been one of continual learning and solution development.

All those years ago it was big call for our early customers to support us; we were unknown but they had faith.… which we continue to repay…. thank you!  There are so many that are still with us and yes, the property that received our first direct booking over ten years ago is today a thriving hotel on freetobook.

Years later direct booking is still free and right there at the heart of everything we do. Free is not just without charge; it also means open, unrestricted, unbound, at liberty and untied. With the ever-rising power of corporations in the accommodation booking sector we remain free. Think of us as a counter-balance to corporate greed; an authentic high tech family-business.

Direct booking is a tough business. Against us all, there are a few giant corporations that want to take your bookings and make you pay more commission. We have earned the trust of many thousands of accommodation businesses because we tell it as it is. Ten years on and building better technology to facilitate more direct bookings. Our customers are also family businesses who entrust us with their booking technology, our system is at the centre of many thousands of accommodation businesses.  That’s a serious business.   

created from scratch

Back at the beginning, although new in the technology booking space we certainly weren’t empty-headed; we’d already had 10 years of accommodation booking experience. We knew our stuff; the processes, tech and the industry. Our service was free, but that was never enough, it also had to be a real high-quality product. There was more building to be done. Sure we made mistakes, corrected them quickly and were never short of new ideas.

There’s nowhere to hide when your software is out there at the heart of so many businesses. We’re a “hands-on” bunch; we listen and truly care, perhaps sometimes too much and that can take its toll. Some comments can hurt but we build better every time. There are many shiny things in the technology world, they look good on the surface but before we invest/build anything we ask… does it help generate more direct bookings?    

Those many years ago customers (led on by our competitors at the time) laughed at us and questioned us. How can you really be free? Well, we were free and we still are free for 1000s of accommodation businesses. Our “freemium” model with a free booking system with optional paid add-on services was not common then, indeed our free offering alone is better than many of our competitors paid versions. We convinced the “doubters” by building new and innovative services that are supported, developed and cherished.  By listening to our customers, responding and continually improving, our passion started to filter through. Being genuine, doing the right things for the right reasons has always been the way we operate.

Just writing this makes it all seem like it was normal to start out that way but it was far from that at the time. It was a big call, a huge risk, that now brings a deep sense of satisfaction and achievement.

By simply doing what came naturally to us we created something special …. an authentic trust.  It takes a second to write that “T” word but years to build and earn it. 

technology solutions

There was no income for freetobook until we launched our first chargeable service some three years later. The Channel Manager wasn’t really our idea but customers just preferred our booking diary and asked us to “link it up” with the OTAs to avoid double bookings and save time managing bookings. Now our channel technology is an unsung hero, processing millions of updates/requests daily and getting it right again and again … the OTAs consistently rank our channel manager in the top tier worldwide, often asking us how we do it so well?

Next came payment systems and secure card storage. We could see immediately the real value of Stripe for businesses; no merchant provider required, minimal form filling, great security technology and they offer low card rates too. Five years on Stripe is one of our most popular services because it’s still the most cost-effective product on the market, literally half the price of PayPal with so many more features and benefits. Stripe is the kind of technology we love to integrate and it shows when we poll our customers, they give it a satisfaction rating over 90%.

Alongside bookings and payments there is an ever-increasing need to ensure you “own the guest relationship” thereby keeping your direct bookings. Your brand is so important when communicating with a guest. The OTAs want to muscle-in and keep guest contact under their name. Freetobook’s Messaging enables you to brand messages with your name and scale your customer contact by simplifying it and removing the repetitive stuff.

What a timely introduction Messaging was; paying dividends last year with the ability to schedule messages, make contactless payment links, handle digital registrations and run in-house guest surveys. Our Messaging solution is neatly integrated into the booking flow, right from the moment the booking is made you’ve got easy access via your online diary and Messaging hub. Messaging makes guest interaction a joy for both you and your guest, replacing clunky lengthy email communication with short conversation-like threads that feel more genuine and create happy guests.

We built Messaging ourselves from scratch because we know how critical great guest communication is for direct booking.  We didn’t take the easy option that our competitors took by using inferior 3rd party “integrations” to the other messaging companies. Instead, we kept innovating and moving things forward. When it’s your own technology you can listen and respond to your customers faster. We’ve added over 20 improvements since its initial release … guest actions, digital registration, surveys, file attachments, images, customisations, arrival times etc.

Last year we also invested in making your lives easier with our New Diary that shows key guest/booking data right there in plain sight whilst providing faster access to manage rates and availability. There’s also some neat integration with Stripe and Messaging, giving you a fuller picture of your business and a smoother work-flow.

Creating and managing this requires great people. The visionaries, thinkers, doers, builders, supporters, helpers etc. all contribute with their knowledge, experience, dedication and passion. This is no ordinary team at freetobook, they all deserve a special thank you (Ele, the service team, Heather, the developers, Craig and Iain, accounts and support team etc.).  We do “tech” but really what we try to do best is people, with the right people anything is possible.

Growth has been essential in funding new services and continuing to keep costs down for customers (nearly 8,000 of them). Our only sales team are these very customers; thousands of you who go out daily and recommend us to your  fellow businesses….thank you.  Please keep doing it, it makes a huge difference and helps us spend our energy where you get the most benefit.

power to businesses

The sector we are in has changed beyond recognition, ownership and self-determination has been wrestled from small businesses into the hands of a few very large and powerful corporations. Technology has been the instrument of this change, this unbalancing. It is not unique to our sector either and there’s growing concern over the unassailable power of just a few mammoth tech companies.  For any open market to operate sustainably, freely and for the benefit of its society, it requires open competition. We always welcome competition and we must all fight to maintain plurality and choice in the face of corporate monopolies that seek to take it all.

cobooking

Corporations have been allowed by governments to become monopolies and they have abused that position (not surprisingly) to ensure they increase their dominance.  The argument provided by these dominating corporations is that they provide cheaper prices for the consumer (i.e. that they are benefiting society) and there size enables better innovation. This is absolute rubbish, more competition will always decrease pricing and provide greater innovation… if freely allowed. It is unnerving to sit amongst the OTA dominance. Action is required, there is nothing to be gained by simply watching, we all have to try to change things, hence cobooking – join it.

We don’t have shareholders to keep happy or investors to placate, giving us the freedom to act. Our independence, like that of our customers, is one of our most cherished assets. Last year that enabled us to act in the way that we did.  To use our values to guide us and offer support by simply being there to talk to, to help/respond, to be compassionate and to build solutions that helped. That meant keeping on a full team, focused and available. Our unique pay-as-you-go model has also helped in the best way possible, by reducing monthly bills often to zero. So as bookings dropped dramatically so did our invoices. When we started out 10 years ago with freetobook we said, “no tie-ins and no set monthly bills” and we meant it, our customers are always free to leave and are never tied in.

So what does the future hold?  In all honesty… it’s difficult to know exactly.  There are some obvious truths, people will always want to go on holiday and travel so demand will come back big, we saw that in the summer of 2020 (make sure you’re ready for it in 2021). They’ll also need flexibility on their booking conditions due to the uncertainty. Initially guests are likely to be more cautious, going to places they know and feel “safe” in. These are likely to be closer to home and in some cases very close.  These holidays and experiences will be more cherished than ever before.  

On the technology side there has been a significant acceleration of some existing trends such as automation, online shopping and dispersed working.  We are in the fortunate position of being able to use that acceleration to benefit your businesses by creating new tools and services that help you not just adapt but thrive.

It’s an exciting space to be in, one which we’ll continue to navigate with our people and customers in mind. A simple formula, yet so often overlooked. Thank you for your support over the last 10 years. We must continue supporting each other, to be positive and forward looking, creating a better future…. that’s how we started freetobook and that’s how we will continue.

Price freeze since 2012

You might not know this but freetobook’s core functionality is exactly the same price as it was in 2012. Yes, we haven’t increased any of our prices ever.

How have we managed to do this? Well, our loyal customer base has grown to over 11,000 businesses world-wide!

Our paid services are optional and pay-as-you-go ensuring you only use what you need, no pressure from us. There are no tie-ins or set monthly costs regardless of your booking volume. You only pay for what you want, all the way from the free service to an all-in one singing and dancing system that does everything but make your morning coffee.

With many accommodation owners facing difficulties as a result of Covid19 you can rest in the knowledge that we are the best value system on the planet.  

Not only that, it just keeps getting better. Over the same period we have continually developed new functionality. It is in our blood to keep improving so almost every week we’re releasing new and better versions of our service, bringing more benefits to our loyal customers.

How do we do it? A key part is the massive savings we’ve made because we’re lucky enough to have customers who are really passionate about us, they’re our sales force. Hence, we don’t need a pushy sales team but instead can rely on recommendations from existing customers. If you’re not with freetobook…. ask someone you know who is!

A price freeze since 2012 with optional low cost services (pay-as-you-go) that are reliable and secure all make for an extremely compelling case to switch to freetobook. Couple this with our family company’s caring service and our 7 pledges of online booking and you’ll know we’re here to help you through these difficult times.

If you’re not with freetobook just register today – get up and running in a couple of hours.

Customers book on different sites, spread your bookings

Diversity is security. Relying on just one source of bookings is a risk to any business.

Your first priority is maximising direct bookings and it’s what we do best at freetobook. You simply can’t ever have too many direct bookings!

Channel Manager
Channel Manager

Next in importance, if you need more bookings than just your direct ones, is your channel bookings and your meta bookings**. Freetobook does the whole range of channels: Bookingcom, Expedia, Airbnb, Hotelscom, Agoda, HostelWorld, HRS, Pitchup and a few others in the wings.

For Meta you can use Google Ads (UK only, world-wide by summer) and TripAdvisor (worldwide).

The 3 biggest channels are Bookingcom, Expedia and Airbnb. If you only work with one then you’re in danger of that source being too dominant, one channel is not a healthy spread. Some customers prefer to only book with certain sites (like Airbnb) so you may just not be reaching them if you’re not on that channel. Also a specific channel may do something you disagree with (it’s not unheard of!), so having alternatives will help in these situations by providing resilience.

High Connection Quality

Freetobook is regarded as one of the most reliable and high service channel managers in the world. There’s a lot of high tech in action, making sure it works all of the time. On the service side, unlike most, we do all your rate plan mapping and pro-actively manage connections once in place. This hands-on human support and advice makes the all difference. We also provide you with tools to ensure your direct rates and direct availability are the best they can be.

A good healthy business mix includes a majority of direct bookings alongside a diversified strategy with Bookingcom, Expedia and Airbnb.

Google Ads in the UK

OTAs are not for everyone, some properties can manage to fill up without them and we support those efforts. If you want more exposure but at a lower cost than the OTAs we suggest Google Ads at 7% advertising. In our experience TripAdvisor advertising works best if you are not with any OTAs, if you are with OTAs then TripAdvisor is too high a cost.

If Google Ads and direct are not enough to fill up your property we would suggest a diversified selection of OTAs. These channels can be managed in a way that prioritises your direct bookings, you would expect nothing less of a family company like freetobook.

Google meta search
This is what Google Hotel Ads looks like – we call this **meta search

**Meta is a source of direct bookings from rate comparison systems. Examples are Google and TripAdvisor – They are NOT Online Travel Agents (OTAs) and you pay for advertising rather than commission. Your direct rates are shown alongside the OTAs (only if you are with the OTAs). Meta is most powerful when you are not with any OTAs – your direct rates then become the only rate Google shows !!

Google Hotel Advertising is here
Channel Manger details and pricing on freetobook is here
TripAdvisor advertising is here … (TripAdvisor is DIY you do it with them)

Links related
Freetobook 7 pledges for online booking (this shows how we are different)
Book direct images for your website, signature, facebook etc…

7 Pledges of Internet Booking (your perfect booking partner)

In the 21 years since our birth in 1998 we’ve learnt a  thing or two about making, managing and servicing accommodation bookings but the one thing we often get asked is: 

“what makes freetobook  different ?” 

freetobook is committed to:

  1. build booking technology that maximises direct bookings above all other bookings 
  2. continually develop, upgrade and improve for your business 
  3. listen, care about, support and advise you whilst building things to the highest standards both morally and technically  
  4. be the best booking system possible, to study and learn from other booking systems 
  5. protect you from powerful corporations that seek to manipulate and plunder your revenue
  6. never prevent you from leaving (by tie-in contract or any obstruction), instead we’ll learn why you left and improve to get you back 
  7. continue to make all paid services optional, clearly priced and listed publicly on our website, ensuring we advise honestly and openly as to their value and use to your business 

These aren’t some corporate bull,  they are part of our DNA, developed from  those that work with us and for us, those that support us to grow and all  those that used to work with us, they are our history and our future. 

The significant success of freetobook in business provides us with the luxury to always put  your interests first with fierce independence and a long term outlook  typical of family values that no corporate can afford. That’s what makes freetobook different. 


One of the winning valentine poems…

One valentines day a hotelier had the blues,
“Which channel manager should I choose?”
The OTA’s were leading them to booze!
But they were cheered up when they heard the news,

“freetobook” said a friend with cheer!
“they are really good, I have used them for more than a year!”
They are the best by far, never fear.
“they are there to help you, they are sincere”

from Blackpool based Topaz Hotel owner Danny Gee:

Airbnb fully connected

Hotels, B&Bs and Hostels are welcome on Airbnb!

Airbnb API connection

Airbnb’s changed from its early days so we think it’s worth reflecting on how these changes could attract new customers for you.

Hotels, Guest Houses, Hostels and Glampsites are now joining the Airbnb platform along with Cottages and other self catering accommodations. Its a safe bet to say that Airbnb’s change is all about opening up their listings to provide more choice for their customers.

Getting more bookings often means attracting new and different types of guests and on Airbnb these guests will typically be younger and booking closer to arrival;

  • About 40% of guests that book on Airbnb are aged between 25-34 years, this is quite a bit younger than typical bookers from other sources.
  • Last minute bookings are a big thing on Airbnb with about 40% of bookings being made fewer than 15 days before arrival. A great way to fill some gaps, especially in the quieter seasons.

Many people don’t realise that business people also form a significant part of Airbnb’s customer base. Airbnb is quite an attractive site for a number of business travellers that are looking for the sort of experience only independently run businesses just like yours can provide. These are more likely to be new customers that might not find you if it wasn’t for Airbnb.

Many of Airbnb’s customers are very loyal and will only use their platform to book their stay so being on Airbnb means you’re immediately exposed to them. They’re also looking for exactly what you offer (professionally run independent accommodation) so it’s worth getting in “front of them”.

Many of you are already aware that freetobook and Airbnb are now fully connected for updating rates, bookings and availability so you don’t need to worry about double bookings or double entry. You’ll also get the support and advice that comes with our Channel Manager connections team.

Like all of the services we offer, the Airbnb connection is optional. To get connected and find out more just visit the Tab “Plus” and select the “Airbnb” section.

Airbnb and freetobook

Airbnb connecting to hotelsIn an open letter this week to boutique hotel and B&B owners, Airbnb have just announced that going forward they want to ensure that small business owners have access to their community of travelers. Airbnb has always been a favourite of thousands of freetobook customers; over the years a large number have registered with Airbnb and use it as a great source of bookings. It’s good news that small hotels, bed and breakfasts and unique properties are now officially recognised and welcome to the Airbnb site.

Freetobook has always been a supporter of unique, independent, interesting and diverse accommodation; these are values we share with Airbnb, so its no surprise to us that so many of our customers enjoy bookings from them. Together we celebrate and support diversity, uniqueness and personal hospitality; after all, despite our size we too are a family business passionate about our customers and what you do.

There is another reason we support Airbnb for our customers. Over the past years the big OTAs have gotAirbnb API connection bigger, they continue to grow, and their commissions are cripplingly high to so many small businesses. Compared to the OTAs Airbnb has a far lower commission to accommodation owners, which gives you a welcome choice.

At freetobook we support diversity of bookings, encouraging our customers not to have all their eggs in one basket and to be over reliant on one big OTA. Airbnb is a competitor of the large OTAs and therefore an additional independent source of bookings that can help make the booking environment healthier with more players.

Thousands of freetobook customers already list on Aribnb and update their availability using our iCal feature. We are in discussions to enrich the functionality of our connection with Airbnb and help our customers get even more out of the Airbnb connection. Further news of this will be announced in the future.

Now that they are expanding their customer base to include boutique hotels and B&Bs, Airbnb are looking for new properties to list. If you’re interested in lower commission and diversifying your booking sources, check out Airbnbs list of standards to make sure it’s the right fit for you and your property. Airbnb are selective about the properties they include so you should read their creteria before registering (see 1 below)

If you are interested in becoming an Airbnb customer (or already are one) you can link your availability from your freetobook diary (you can only do this after you have an Airbnb listing).

Just to recap:

  1. First you need an Airbnb account, check Airbnb criteria here
  2. If you fit their requirments then request an account as a professional listing “hotel”.
  3. After requesting an account Airbnb will check if you meet their criteria and approve or reject your request.
  4. Once you have an Airbnb account you can update your availability using freetobook iCal

Hotel Bonanza 8 percent

Hotel BonanzaHotel Bonanza is a new Online Travel Agent (OTA) with a strategy of offering a lower commission for accommodation owners and a discount to guests. They have set their commission at 8% so you will find them considerably cheaper than the current dominant OTAs.

Freetobook is a family run company so our loyalty is firmly with our customers, we hear time and time again that properties need to reduce commission charges. We understand this need and will continue to support companies like Hotel Bonanza that offer a lower cost alternative.

If you already have a Hotel Bonanza account fully setup and are a freetobook customer all you need to do is request a connection in the Tab “Plus” where you can add a channel.

For those of you who are not yet freetobook customers you can find out about all the advantages of switching to freetobook

Find out more about Hotel Bonanza and their story visit their website, join up if you like it click here

Before next summer freetobook will have a connection for Google Hotel Ads which will give you access to Google’s direct booking channels at 10% which will also be a welcome reduction for many of you.

Freetobook, the fiercely independent family company you can rely on.

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

 

TripAdvisor at 12 percent

Own the bookings on your TripAdvisor page

Twelve Percent commission on TripAdvsior
Twelve Percent commission on TripAdvsior

More and more bookings are being made on TripAdvisor, we have some information and friendly advice to help ensure you are not losing out. In the last week we have seen a 400% increase in TripAdvisor Instant Bookings. If you use the freetobook direct connection these are now available at 12% commission.

All across the world Instant Booking is becoming more widely available, you will have noticed a change to your TripAdvisor page. Now visitors to your page are asked for their dates of stay and your availability only shows if you’re connected, if not, TripAdvisor lists availability of nearby properties.

Getting a direct connection to Instant Booking is easy and will save you commission. To take part you just need a freetobook account and a TripAdvisor account.

Login to your TripAdvisor account and switch on the connection to freetobook, it’s as simple as that.

Six advantages of a direct TripAdvisor connection:

1) Lower commission, you can pay as little as 12%
2) You only pay commission on completed bookings
3) No upfront costs, no signup costs, no fees from freetobook
4) You receive all of the customer’s direct details, including email address
5) Simple to do, just login to TripAdvisor and connect
6) You don’t need a Business Listing to get these TripAdvisor bookings

Booking by TripAdvisor
Booking by TripAdvisor

The connection simple, just activate it in your TripAdvisor account to enable direct bookings on your TripAdvisor page.

Freetobook has always believed in great technology for direct bookings as well as offering the highest quality connections to world’s biggest sources of bookings. We all know some providers are not universally popular with accommodation owners but it remains a fact that they have access to the world’s online bookers. We try to advantage our customers (property owners) by offering these connections at better value. It is certainly better to get a booking through TripAdvisor at 12% than one through another big source at higher commission!

This year a freetobook customer was awarded TripAdvisor’s “Best B&B in the World,” yes, number 1 out of 300,ooo or more listed on their site. The Millgate in Masham is certainly a fantastic B&B and for us what stands out is their great attitude to using new technology to maximise sales and free up time to get on with taking care of customers. See what the Millgate has to say about getting to the top on TripAdvisor.

To become the best B&B in the world you certainly need to be fabulous but you also need to have fantastic reviews and as many of them as possible. Here again freetobook can help you rise up on the TripAdvisor rankings. A Review Express connection on your freetobook account can automate review requests for your customers and dramatically increase the number of reviews you receive. Find out more about Review Express.

Most of freetobook’s benefits are free with a few optional charged services, find a complete list of our charges on our pricing page, what does freetobook cost ?

View our helpful TripAdvisor Instant Booking video for a quick recap of how to increase bookings on your TripAdvisor page, click play below.

Direct Bookings vs OTA Bookings

Grow your direct bookings whilst using the OTAs

Direct bookings vs OTA bookings
Direct Bookings vs OTA Bookings

How much more of the “booking cake” can the OTAs (Online Travel Agents) take and how much bigger is the online booking sphere getting? They’re both interesting questions we continue to ask ourselves with a view to helping independent properties generate more direct bookings and reduce commission bills.

There is now evidence that the growth in new online customers is starting to flatten and mature. The OTAs are giant corporations that require continual growth to fire their share price. With fewer new online customers to sell to, the OTAs are looking for ways to keep their growth on target and some have been launching products to control your direct bookings. This strategy of getting income from your direct bookings doesn’t require them to find any new customers yet helps them expand their income. When they manage your direct bookings you are effectively providing them with an opportunity to acquire new customers, your direct customers.

We have also seen some OTAs removing the customer’s direct email address when the booking has originated on their site. In the past they shared these details freely with the property owners but now you need to make the effort to obtain the customer’s contact details. This will lead to less communication between you and the customer, reducing your ability to make direct marketing offers and run loyalty promotions. The knock-on effect is to shift more bookings into commissionable income and reduce direct bookings. Make sure you get contact details of all your guests.

Best Rate Guaranteed
Make sure your customers know, promise them the best rate

How do the OTAs control so much of the online business? Well, they spend billions on online marketing to get customers to book on their website. Along with the expensive adverts they quite often advertise on the search engines under cheaper terms like your property name. When they advertise under your name customers looking for your property will see them first at the top of the Google page. You will also probably see them paying for advertising on other high traffic websites e.g. your TripAdvisor page.

So what can you do about it ? Take your direct bookings very seriously, be under no illusions that you are in competition for your own direct bookings. You need to stop thinking that the property down the road is your main competition. In the online world your biggest competitor is most likely to be the OTA that provides you with the most bookings. If a potential customer has a better website experience on an OTA’s website then that’s where they’ll book.

Direct booking savings re-invested
Re-Invest your direct booking savings to generate more savings

Make sure you have invested in a great website, lots of fantastic images (critical), a great design and good original copy. There is nothing new there but independent businesses are all too often reticent to invest in their marketing, seeing it purely as a cost. Have you ever wondered why the OTAs insist on you uploading so many great images? They know customers are more likely to book with them if they have great images of your property.

A fantastic image led website will generate more direct bookings and save commission. Making sure your website is the best it can be will give you an edge when competing for direct bookings. Some of the big hotel chains even keep their best images for their own website so that they have better visual content for direct customers.

Book direct for benefits
Book direct for benefits

It’s a fact that big OTAs have a global sales coverage that independent accommodation owners can’t match. Learn from the way the big hotel chains do it, they use the OTAs for customer acquisition in areas they cannot reach. Use the OTAs to get the bookings in and convert the customers to future loyal direct bookers. Not all OTAs are the same, some customers have loyalty to a specific OTA that they use most of the time. If you rely on just one OTA for too large a percentage of your bookings then you should probably diversify the source of your OTA business. Work with the biggest OTAs but not just one of them. This gives you more online exposure, access to more customers, reduces your reliance on a specific channel and gives you a better mix of customers. It’s also a lot easier to bargain with the OTAs if you have more than one.

together by freetobook
get together as a group

Co-operation between nearby properties will help grow direct bookings for all. When it comes to getting more direct bookings your main competitor is your OTA. If properties switched from competing with each other to cooperating there would be a mutual benefit for all. Taking it to another level some accommodation owners have enjoyed significant success by cooperating and creating bookable websites featuring their members, examples include Fort William and St Ives in the UK (see freetobook together).

The benefits of more direct bookings are clear, the simplest calculation is the commission. By cutting out the middleman you save precious commission but importantly you also own the customer relationship. You have the customer’s contact details, and from the booking onwards it’s your brand that they will communicate with, not the OTAs. The direct booking message is simple so make it clear on your website, social media, emails, brochures and do let guests know that booking direct is better for them and better for you.

The service you offer from the point of confirmation to their stay with you and beyond is all yours. With direct bookings you have no communications middleman, so take advantage of the opportunity to differentiate yourself and be “special”. Always have the best rate on your website. If you ever feel the need to make a special offer make sure it’s on your website so customers booking direct never pay more.

It can be complex in the online world, as an independent family business we try to keep things simple and in perspective for smaller businesses, there’s lots of bookings out there you just have to keep chasing them.

To find out more about freetobook call, email or visit our home page
Properties group up, Get Together and cooperate