In hospitality, one debate never seems to fade – should you lean into third-party platforms like Booking.com and Expedia for reach, or invest in driving more direct bookings through your own website? The truth is, both have a place, but building and maintaining the customer relationship from the first click is becoming more critical than ever.
While OTAs deliver instant visibility and access to huge audiences, they come with commission fees and less control over guest communication. Direct bookings strengthen brand loyalty, improve profit margins, and open the door for personalised marketing that keeps guests coming back.
Why Hotel Search Presence is Critical for Direct Bookings
The fight for direct bookings starts with visibility. Even guests who end up booking on your website may first encounter your property in a Google search, a TripAdvisor listing, or through your social media content.
That’s why SEO and metasearch optimisation are essential. Your hotel’s presence on Google Hotel Ads, TripAdvisor, and similar platforms should be as strong as your organic rankings.
Your Google Business Profile also plays a significant role here. It’s often the first thing potential guests see when they search for your property by name, and it can influence whether they click through to your website or an OTA. An up-to-date profile with accurate information, fresh images, compelling descriptions, and strong reviews not only builds trust but also increases the chances of direct bookings.
Think of it as your digital shopfront. If it’s appealing, informative, and easy to navigate, you’re already a step ahead in capturing that booking.
Case Study: The Bonham Hotel, Edinburgh
In Edinburgh’s competitive hotel market, The Bonham Hotel uses a mix of SEO, high-quality imagery, and Google Ads to ensure it’s discoverable at every stage of the guest journey.
Their direct booking engine is clean, mobile-friendly, and offers exclusive perks such as breakfast-included packages that are not always available on third-party sites. This combination of visibility, usability, and added value makes direct booking the logical choice for guests.
Case Study: Loch Melfort Hotel, Argyll
On the scenic Argyll coast, Loch Melfort Hotel leverages its unique location and character to stand out in search. Local SEO plays a significant role, targeting terms like Oban hotel with sea view, alongside well-optimised landing pages for seasonal offers.
Guests booking directly are often rewarded with upgrades, flexible cancellation policies, or small touches that enhance their stay (such as dogs staying for free). By clearly communicating these benefits on their website, through social media channels, and via targeted marketing emails to their loyal database, Loch Melfort makes it easy for travellers to see why booking directly is the best option.
How to Turn Clicks Into Direct Booking Conversions
Visibility alone is not enough. Once a potential guest lands on your website, the booking process must be quick, easy and safe.
This means:
- A simple, mobile-optimised booking flow
- Clear pricing and availability
- Prominent display of exclusive direct booking benefits
- Professional imagery that accurately reflects the guest experience
When guests feel confident they’re getting the best deal and experience by booking direct, conversion rates rise and reliance on third-party platforms decreases.
AI, Conversational Search, and the Future of Hotel Bookings
Search behaviour is changing rapidly. Travellers are increasingly turning to AI-powered tools like ChatGPT and Google’s Gemini to plan trips and get personalised recommendations. These platforms pull from multiple sources to provide a single, curated answer. If your hotel isn’t represented in that pool of information, you could miss out entirely.
To optimise for AI-driven search, hotels should:
- Create clear, structured content with direct answers to common guest questions (“Does the hotel have parking?” “Is breakfast included?” “Are pets allowed?”)
- Include location-specific keywords so AI tools can recommend your property (for example, “pet-friendly hotel in Argyll with sea views and free parking”)
- Maintain consistent and up-to-date listings across your website, Google Business Profile, and review sites
- Publish engaging, informative blog content that positions your hotel as a local expert (“Best things to do near Edinburgh Castle” or “Top scenic drives in Argyll”)
By thinking beyond Google and considering how AI platforms interpret and recommend content, hotels can capture direct traffic from guests who might otherwise have gone to an OTA.
Balancing OTAs and Direct Bookings for Maximum Revenue
OTAs will always have their place, especially for filling rooms in off-peak periods or reaching new audiences. But building a long-term marketing strategy that prioritises direct bookings ensures better margins, stronger brand loyalty, and more opportunities to create memorable guest experiences.
We work with hotels across Scotland to refine their direct booking strategy, from SEO to creating content that drives clicks and conversions. Get in touch to discuss how we can help your property win more direct business.