How to Get More Direct Bookings and Pay Less Commission to Booking Platforms
If you run a small hotel, villa or apartment property, you have probably experienced this situation:
Guests arrive through Booking.com or Airbnb.
Occupancy is good.
But your profit is lower than expected.
Why does this happen, and what can you do about it? Here is a simple explanation.
What Is the Problem with Platforms Like Booking.com and Airbnb?
Booking platforms are useful. They bring guests to your property – that is a real advantage.
But there is a cost:
For each booking, you often pay a commission of around 15-25% of the room price.
Example:
The room costs €100.
The guest pays €100.
You may receive roughly €75-85.
The rest goes toward the platform commission.
Why This Can Become a Problem
At first, it may seem reasonable: “At least we are getting guests.”
Over time, however, dependence on a single booking channel can create problems:
1. You do not fully control the flow of guests. If your visibility on a platform drops, bookings may fall too.
2. You can end up competing mainly on price. Guests compare your property with dozens of similar options.
3. Guests may remember the booking platform more clearly than the hotel itself.
The next time they travel, they may return to the platform rather than booking with you directly.
The Good News: Many Guests Are Willing to Book Direct
An important point: many guests first discover a hotel on Booking.com or another travel platform.
Then they search for the property on Google.
If they find your official website, they may choose to book directly.
Why Direct Bookings Are Valuable
Every direct booking can mean:
- More revenue retained by the hotel
- No booking-platform commission on that reservation
- A direct relationship with the guest
- More opportunities to offer additional services such as transfers, dinner or upgrades
Should You Leave Booking.com?
No. This is an important distinction.
Leaving booking platforms completely is usually not the goal.
Using them strategically is a better approach.
Booking platforms = a source of new guests
Your own website = a channel where you keep more control over the booking relationship
How to Start Getting More Direct Bookings
Start with a few practical steps rather than complicated theory:
1. Have a Good Website
It does not need to be expensive, but it should:
- Work well on mobile devices
- Load quickly
- Have a clear “Book” button
- Use real, high-quality photos of your property
If guests cannot easily find or use your website, you lose opportunities for direct bookings.
2. Make Sure Guests Can Find You on Google
When someone searches for your hotel, they should quickly find:
- Your official website
- Your Google Business Profile
- Your reviews
These elements are basic, but extremely important for building trust and helping guests reach you directly.
3. Give Guests a Reason to Book Direct
Ask a simple question: why should a guest leave the booking platform and book on your website?
Give them a clear benefit:
- A better direct rate
- Free breakfast
- A room upgrade
- More flexible cancellation
Even a small added benefit can make the direct option more attractive.
4. Keep the Relationship After the Stay
A simple example:
- The guest originally arrived through a booking platform
- They had a positive stay
- You maintain a direct relationship with them afterwards
When they return in the future, they may choose to book directly with your hotel.
5. Hotel Photos Are Not Just Decorative - They Affect Revenue
Guests choose with their eyes. If your photos are:
- Dark
- Outdated
- Generic and similar to every other property
Potential guests may hesitate or choose another hotel.
Strong professional photos can:
- Build trust
- Support a stronger perceived value
- Help your property compete for more direct bookings
By choosing Light & Dark Studio for your hotel photography, you get professional images designed to present your rooms and spaces clearly and convincingly across your website, booking platforms and marketing channels.
A Simple Way to Think About It
A booking platform is an intermediary that brings you guests and charges a commission for the service.
Your goal is not necessarily to reject that channel, but to build enough of your own brand and guest relationship that more people return directly.
In simple terms:
Booking platforms = help bring new guests
Direct bookings = help you retain more control over the customer relationship and revenue
An ideal balance is often:
New guests discover you through different channels.
Returning guests increasingly book directly.
The Key Question
How much do I pay in booking-platform commissions every month – and how much of that could I retain through more direct bookings?
For more examples and recent work: