How can a small hotel or B&B get more direct bookings?

Why do direct bookings matter for a small hotel or B&B?

Booking sites charge commission on every stay they bring you. That is often a fair price for a guest you would never have found on your own. It is a poor deal for a guest who already knew your name and would happily have booked with you.

Direct bookings also give you the relationship. You have the guest's details, you can talk to them before they arrive, and you can invite them back next year without paying for the introduction twice.

Should I stop using booking sites?

For most small properties, no. Booking sites are good at reaching travellers who have never heard of you, especially from further away. The aim is not to leave them, but to stop paying commission on guests who were going to find you anyway.

Many guests discover a property on a booking site, then search its name to see more. Whether they book on your website at that moment comes down to how easy and trustworthy it looks.

What does my website need to win direct bookings?

A guest checking you out on their phone should be able to book in a few taps. In practice that means:

• A booking engine on your own site with live rates and availability, not an enquiry form and a wait for a reply.
• A clear "Book direct" button that stays visible as people scroll.
• Good photos of every room type, plus what is included and what is not.
• The questions guests always ask, answered on the page: parking, check-in times, dogs, breakfast, accessibility and how to get there.
• A page that loads quickly on a phone, even on a weak signal. That matters more in remote areas than anywhere.

How do Google's free booking links work?

When someone searches for hotels on Google, the results can show rates from different places to book, including the property's own site. Google calls these free booking links. Google says hotel partners pay no fee for them.

If you use a reservation system or booking engine, you may already be connected to Google through your provider, and they can switch the links on for you. It is worth asking them directly, because it puts your own website next to the booking sites at the moment a guest is comparing prices.

What should I offer guests for booking direct?

Something simple that costs you less than the commission you save. Booking sites often control how you advertise prices on their own platforms, so a perk usually works better than a lower headline rate.

• Breakfast included, or a welcome drink on arrival.
• Free late check-out when it is available.
• A more flexible cancellation policy.
• First choice of rooms, or an upgrade when there is one free.

Whatever you choose, say it clearly on your website and in your Google Business Profile, so the guest sees the reason before they decide.

How do I get past guests to book direct next time?

Look after the guest list you already have. With their permission, send past guests a short note when you open bookings for next season, with a link straight to your booking page and a thank-you for coming back.

Ask happy guests for reviews on Google as well as on booking sites. Reviews on your own Google listing help the next guest choose you, and they sit right next to your website link and booking button.

Can AI tools like ChatGPT send me direct bookings?

Travellers increasingly ask AI assistants where to stay. Those tools build their answers from what they can read across the web: your website, your Google Business Profile, review sites and articles about your area. A site that clearly says where you are, what makes you different and who you suit gives them something to recommend.

Our guide on how hospitality businesses show up in ChatGPT and AI Overviews goes through it step by step. If you want help with the website side, see how our website builds work or ask for a tailored quote.