In this blog post, we outline 6 ways to boost hostel direct bookings so you can reduce reliance on OTAs, increase your revenue and improve your guest’s online experience.
When OTAs such as Hostelworld and Booking.com arrived on the scene, hotels and hostels were delighted with how easy they would make both marketing their accommodation and increasing bookings.
Fast forward a few years, though, and OTAs have become a sore point for many accommodation providers thanks to soaring commissions, total dominance of search engine advertising and convenient ‘free booking’ services which reduce the likelihood of guests booking directly.
We think it’s time for hostels to take back some control – and we know the best way to do this is through effective digital marketing.
To reduce your reliance on OTAs and increase your direct bookings (and ultimately your revenue), follow these tips:
1. GET A HIGH QUALITY WEBSITE
If you don’t have a user-friendly website, you will struggle to increase direct bookings. A TripTease report found that 94% of people have abandoned a booking online because of the website they’re using so don’t neglect the importance of your site and miss out on income.
When thinking about how to improve your site, you need to ensure it is easy to navigate and displays important information like room types & facilities clearly. A secure booking function is an absolute must – no one wants to enter payment details into something that looks shady.
Don’t forget to add high quality images of your space and photos which show guests enjoying their experience at your hostel.
2. OFFER DEALS & DISCOUNTS
Everyone loves a bargain so inspire potential guests to book with you by offering freebies and perks. You can offer a percentage off their stay when they book directly or – if you’re feeling generous – throw in extras like a free activity or discounted breakfast. This is a great way to set you apart from competitors and OTAs and gives guests the incentive they need to book with your direct.
3. UPDATE YOUR BLOG
A blog is a great way to drive traffic to your website, provide original content for your social media channels and inform potential guests about your hostel and destination.
A blog will also make it easier for people to find you by improving your search engine ranking (the position at which your website appears in Google search results).
4. INVEST IN PAID SOCIAL ADS
Paid ads are a great way of reaching a wider audience and should be a key component of your social media strategy. Facebook Ads have ridiculously specific audience targeting and various formats to suit your needs, including video ads, offer ads and boosted posts. The best part? It’s surprisingly affordable – you can run campaigns on any budget, but we’d recommend a minimum of £50 per month.
5. GET MOBILE FRIENDLY – FAST
Google’s Travel Trend Report found that a HUGE 60% of searches for travel information come from mobile and mobile bookings are on the increase – especially for those who book on the move, like backpackers. If you don’t want to miss out on bookings, then a mobile friendly website is a must.
6. PLAY THE LONG GAME
When you start investing time in your digital marketing, don’t expect overnight results – be realistic with what you can achieve and set timely targets to measure your success by. Keeping an eye on your analytics is important so you can see if your efforts are paying off. Above all, don’t get disheartened – consistent small steps can make a BIG difference.
If you have any questions or need some advice on getting your digital marketing on track, you can email us or drop us a message on Facebook or Instagram – we’d be happy to help you.
