How to Increase Direct Bookings in Hotels with CXPs

For hotel operators and marketers, learning how to increase direct bookings in hotels has never been more important. While many properties invest heavily in marketing and acquisition strategies, they often overlook one of the most powerful drivers of direct bookings: delivering an exceptional guest experience.

A seamless and satisfying journey — from first interaction to post-stay follow-up — directly impacts guest loyalty, review ratings, and ultimately, the decision to book direct. With rising OTA commissions and shifting guest expectations, hoteliers are looking for smarter ways to drive revenue through their own channels.

One of the most effective strategies is leveraging a customer experience platform to turn guest feedback, sentiment, and reputation into actionable tools for increasing direct bookings.

Why Direct Bookings Matter More Than Ever

Direct bookings are crucial for hotel profitability and brand control. When guests book directly:

• Hotels avoid paying high OTA commissions (which can range from 15% to 25% per booking).
• Properties retain full ownership of guest data, enabling personalized marketing and relationship building.
• Opportunities to upsell, cross-sell, and nurture loyalty programs are significantly stronger.

Ultimately, a strong direct booking strategy leads to healthier profit margins and a more resilient guest base.

Insight: Direct bookings deliver around 9% higher profitability than OTA bookings, rising to nearly 18% with ancillary spend.

Common Barriers to Direct Bookings

Before optimizing, it’s essential to recognize what commonly stops guests from booking directly:

• Lack of Trust: If online reviews are inconsistent, outdated, or missing, guests may favor OTAs for perceived safety.
• Weak Reputation Management: Poor handling of negative reviews damages credibility.
• Website Friction: Complicated booking engines, unclear value propositions, or slow loading speeds frustrate potential guests.
• Lack of Personalization: Failing to follow up with past guests or provide tailored offers diminishes the chance of repeat bookings.

Addressing these barriers is where customer experience platforms shine.

How Customer Experience Platforms Help Hotels Boost Direct Bookings

1. Capture Guest Feedback Across the Journey

Customer experience platforms allow hotels to systematically collect guest feedback at key moments: before arrival, during the stay, and after departure.

Gathering structured feedback throughout the journey provides a clear understanding of guest preferences, expectations, and concerns.

By identifying pain points early — such as slow check-in or unclear amenities — hotels can make improvements that positively influence future booking decisions and drive better word-of-mouth and online reviews.

2. Promote Strengths and Unique Selling Points

By analyzing review data and survey responses, customer experience platforms help hotels uncover what guests consistently praise.

Whether it’s exceptional service, prime location, or unique experiences like rooftop pools, these strengths can then be featured more prominently in marketing efforts, website content, and booking platforms.

Highlighting real guest-driven strengths builds authenticity and gives potential bookers compelling reasons to choose your property directly over an OTA.

3. Build Trust With Proactive Review Management

Hotels that engage actively with guest reviews demonstrate care and transparency. Customer experience platforms simplify this by aggregating reviews across sites, allowing fast, thoughtful responses.

A proactive review strategy builds trust with prospective guests, enhances reputation scores, and signals professionalism. Properties with high engagement rates not only earn better reviews but also convert browsing guests into direct bookers more easily.

4. Optimize Website Messaging Using Insights

Guest feedback reveals what information travelers value most when considering a booking. Common guest questions or concerns — such as parking availability, Wi-Fi quality, or dining options — should be addressed clearly on your direct website.

Integrating real guest testimonials, updated satisfaction scores, and positive reviews into landing pages reduces friction, reassures visitors, and improves the likelihood of securing a direct booking.

5. Personalize Offers for Past Guests

Customer experience platforms help hotels move beyond generic marketing by enabling personalized communication based on stay history and feedback.

Hoteliers can craft tailored offers — such as exclusive discounts for returning guests, upgrades based on past preferences, or loyalty rewards tied to feedback surveys — to drive repeat stays booked directly. Personalization fosters deeper loyalty and maximizes lifetime guest value.

Real-World Impact: Direct Booking Growth Through Guest Experience

Guest satisfaction, reputation management, and personalization are not just nice-to-haves — they drive tangible revenue outcomes.

Insight: Guests are 62% more likely to book with hotels that respond to reviews. Additionally, 9 out of 10 travelers expect hotels to respond to reviews, and hotels that respond consistently average 6% higher review scores, building greater visibility and trust.

Investing in a strong customer experience strategy pays off by turning one-time visitors into loyal direct bookers.

Key Takeaways

• Increasing direct bookings isn’t just about lower OTA fees — it’s about building stronger, trust-based relationships with guests.
• Customer experience platforms provide the tools needed to collect insights, respond to feedback, and showcase excellence.
• A well-managed guest experience leads to higher satisfaction, better online reputation, and ultimately, more direct revenue.

Start by improving one touchpoint at a time, and watch how each enhancement strengthens your direct booking performance.

About TrustYou

TrustYou streamlines communication and feedback processes in today’s fast-paced business landscape. Recognizing the importance of consolidated communication channels, the company focuses on providing instant responses across customer-preferred channels. Listening to Guest Feedback is a key driver for making customers happy, refining products and services, and overall business strategies.

At the heart of TrustYou is the Customer Experience Platform (CXP) Platform, a robust solution facilitating seamless customer interaction. CXP empowers businesses to:

• Listen and respond to guest needs effectively, creating limitless opportunities.
• Understand comprehensive insights from various online platforms, aiding informed decision-making.
• Showcase hotel reviews on websites and Google, leveraging positive feedback to influence bookings.

TrustYou is committed to enabling companies to build trust, make informed decisions, and emerge victorious in their industries. Learn more about TrustYou and our CXP platform at www.trustyou.com.