10 Tips for Unlocking the Full Potential of Direct¶Bookings
Direct bookings remain a vital revenue stream for hotels, yet growth in this area remains challenging. While online-direct booking channels have stabilized post-pandemic, their share has increased compared to pre-COVID levels—now accounting for 21% of total hotel chain bookings globally via hotel chains’ Internet Booking Engines (IBEs).
Despite this progress, h2c’s latest Global Direct Booking Acceleration Study highlights key strategic and technological gaps that hotels must address to maximize their direct booking potential. Drawing insights from 88 hotel chains (small, mid-sized and large, no mega chains) worldwide, this article presents actionable strategies to boost direct bookings, reduce reliance on OTAs, and strengthen guest relationships.
Loyalty programs are powerful drivers of direct bookings, yet they contribute less than one-third of total revenue for most hotel chains—except for large U.S. brands. The most common perks include exclusive member rates and special benefits. Tip: Showcase these advantages prominently to increase enrollments and drive more direct bookings.
The Hotel Yearbook 2025 - Annual Edition
The global hospitality industry stands at a pivotal moment of transformation. Rapidly evolving guest expectations, new operating models, the accelerating pace of technological change, and heightened competition are reshaping the way hotels operate and engage with their diverse stakeholders. Owners, brands, and managers increasingly recognize the need for forward-thinking strategies that deliver memorable guest experiences, drive bottom-line results, and strengthen long-term competitiveness. The Hotel Yearbook Annual Edition 2025 explores the key areas where the industry is innovating, highlighting success stories, best practices, and emerging trends that offer a path forward. By presenting insights from leading experts, we aim to provide hoteliers and stakeholders with a holistic understanding of the forces shaping hospitality today—and actionable ideas for thriving in the year ahead.