OTAs – freetobook

Beware Review widgets that steal direct bookings

Posted on December 4, 2020January 6, 2021 by Eleanor Wares

Our friends over at cobooking.com have shared their recent blog on the danger to direct booking posed by third party review widgets.

Cobooking exposes review widget dangers.

Image showing leaking pipe and text "Bad Review widgets leak direct bookings" — Bad Review widgets leak direct bookings

For far too many years we have put up with dodgy review widgets that cheat properties out of direct bookings. Widgets, badges and awards touted by large “reputable” businesses and placed on websites in good faith “trusting” these big corporations that pretend their main function is to “display” reviews, nonsense they are not to be trusted.

Cobooking and many others know that accommodation owners have been cheated because the hidden effect of these widgets is a significant loss of direct bookings. We are dedicated to the promotion of direct bookings so together lets call out the cheats and help remove these bad widgets.

Reviews are good but not all review widgets are good.

The value of having great reviews is undeniable. Almost all guests looking to book are keen to know what others think and reviews do a great job, so naturally you want to display them with widgets, buttons and awards.

However, there is a real danger of losing direct bookings from review widget links on your website and these could cost you a lot more than a bad review!

What do you mean, how do I lose?

The most common loss occurs when a review widget or badge is put on your website. Your guest naturally clicks the widget and is then led off to the review website. Now “your” guest is away on the review website where that website earns money by encouraging “your” guest to make a commissionable booking.

When you feed these review websites “your” guests (via the review widget) you lose direct bookings. In fact, it’s worse than that because they don’t care if “your” guest books your accommodation on their website, they earn commission on any booking “your” guest makes. So most websites offer your guest other accommodation options in order to increase their conversion.

Simply put, you sent your guest there to look at your reviews but they end up booking while there and not on your website. You’ve now lost a direct booking and have to pay commission, or worse still, they book somewhere else and you lose the booking entirely.

What is a direct booking unfriendly widget?

An unfriendly widget has links away from your website to another site where they offer your guest somewhere else to book or encourage them to book with a commissionable agency.

A friendly widget shows your reviews but does not send guests away to book with commission.

How do I know if the widgets, awards and buttons on my website are unfriendly?

Visit your website and follow the links just like a guest. By thinking and acting like a potential guest you’ll see exactly what your guests would see. Ask yourself what you’re being encouraged to do on that site and you’ll see just how direct booking unfriendly the process is.

Review widgets, buttons and awards are free?

Yes, they are free because the review website wants to get your customers onto their website. Is the cost of losing your customers worth the value of displaying reviews on bad widgets ? We are certain it is not.

Trojan horses have much in common with review widgets.

These buttons, awards and widgets are just like Trojan horses. They look like a gift, displaying your fabulous reviews but they contain a link that costs you direct bookings. Your great reviews are a result of your hard work and dedication so please don’t lose out from your hard work.

Review websites play heavily on the temptation to show off your reviews and that’s when they get you to put their Trojan horse on your website and you start leaking direct bookings.

How to fix it …

The simple rule is to never have a widget on your website that takes guests away to book with a commissionable source.

Remove widgets, badges and awards that lose direct bookings.
Replace unfriendly review widgets with friendly ones.
Show your review score or awards in an image with no links away from your website.
If you don’t understand how to fix it you should give your web designer a link to this blog, they will be able to fix it for you and stop you losing direct bookings …

At cobooking we believe that review websites have been abusing the good will of accommodation owners for many years by requesting they put bad acting widgets on their websites without adequately explaining their function.

Let’s campaign to spread the word and encourage companies to create direct booking friendly widgets, good honest widgets. Lets stop this loss of direct bookings.

Cobooking will be looking to create a direct booking friendly widget to help accommodation owners fight back.

Get going, become a partner and join cobooking if you have not already done so – sign up !

If you have already joined cobooking you can get involved in helping on the cobooking users facebook group (closed group for cobooking users only)

Price freeze since 2012

Posted on March 11, 2020April 30, 2020 by craig

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

Posted on February 26, 2020February 26, 2020 by craig

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!

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.

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.

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…

Airbnb fully connected

Posted on November 18, 2019January 17, 2020 by craig

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

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

Posted on March 16, 2018March 21, 2018 by Carolyn McKeown

In 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 got 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:

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

Hotel Bonanza 8 percent

Posted on September 5, 2017September 5, 2017 by craig

Hotel 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.

3 Things to learn from Hilton CEO

Posted on July 27, 2017July 27, 2017 by craig

OTA giants High 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 cancellation Nassetta, 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 rises Many 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

Posted on July 18, 2017July 18, 2017 by Nikolina Ho

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 ?

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.

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

Posted on May 11, 2017September 19, 2017 by craig

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

3 Ways to Boost Direct Bookings

Posted on January 27, 2017January 30, 2017 by craig

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.

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.

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.