For hotels in Thailand (and elsewhere for that matter), increasing direct bookings is essential for maximizing profitability and reducing dependency on costly third party online travel agencies (OTAs). By implementing a well-rounded digital marketing strategy, hotels can boost their bottom line while enhancing guest relationships and brand loyalty. With over 20 years of experience in hotel digital marketing and a track record of success, generating over 1.5 billion Thai Baht in revenue for our clients, our hotel-focused agency can be your trusted partner to help you take control of your bookings. Below, we outline some of the proven strategies to help your hotel increase direct bookings effectively.
1. Leverage The Percentage App: A Powerful Booking Engine
One of the biggest hurdles hotels face is competing with OTAs, which offer loyalty programs, coupons and discounts to attract travelers. Our in-house built advanced booking engine, The Percentage App, is designed to help hotels, hostels, and villas gain a competitive edge against the OTA. With its built-in member program, The Percentage App mirrors OTA promotions, allowing you to offer exclusive discounts and perks to repeat customers. This not only encourages direct bookings but also builds guest loyalty over time.
Our easy-to-use platform gives you the flexibility to market your hotel effectively and empowers your hotel to re-balance your relationship with the OTA and start engaging with your guests and growing your direct booking volume.
2. Invest in SEO to Dominate Search Rankings
Search engine optimization (SEO) is part of a medium-term to long-term strategy that ensures your hotel ranks at the top of search results for key travel-related queries. Our agency specializes in organic search marketing, optimizing your hotel website for relevant keywords such as “luxury beach resort in Phuket” or “best boutique hotel in Bangkok.” Our SEO services include:
- Keyword research and on-page SEO optimization
- Technical SEO improvements (site speed, mobile-friendliness, structured data etc)
- Content marketing (blogs, guides, and landing pages etc)
- Link building and local SEO
Having worked as an SEO for over 25 years now, we have the tools necessary to help your hotel compete online. With a strong SEO foundation, your hotel can attract organic traffic and convert visitors into direct bookings.
3. Implement a Robust Email Marketing Strategy
Email marketing remains one of the most cost-effective ways to drive direct bookings. A well-crafted email campaign can nurture past guests, encourage repeat stays, and convert new leads. Strategies include:
- Sending personalized offers and promotions
- Creating automated email sequences (e.g., abandoned cart recovery, post-stay follow-ups)
- Segmenting email lists based on guest preferences and booking history
Using data-driven insights, we help hotels craft high-converting email campaigns that drive revenue.
4. Use Content Marketing to Educate and Engage Travelers
High-quality content not only improves SEO performance, but also engages potential guests and establishes your hotel as a go-to resource for travelers during the research phase of booking. A successful content marketing approach may include:
- Blogging about local attractions, events, and travel tips
- Creating engaging videos showcasing your property
- Developing downloadable guides (e.g., “Ultimate Travel Guide to Phuket”)
- Utilizing social media storytelling to highlight guest experiences
By offering valuable content, hotels can build trust and encourage potential guests to book directly.
5. Drive Instant Traffic with PPC Advertising
Pay-per-click (PPC) advertising is an effective way to increase visibility and drive immediate direct bookings. Our team manages ad campaigns across multiple platforms, including:
- Google Ads: Target travelers searching for hotels in Thailand
- Facebook Ads: Retarget past website visitors with exclusive offers
- Instagram Ads: Showcase your hotel through stunning visual content
- YouTube Ads: Engage potential guests with video tours and testimonials
- And more…
A well-optimized ad strategy ensures that your hotel captures high-intent travelers ready to book and delivers a strong ROI (Return on Investment) for your business.
6. Utilize Social Media Marketing to Build Brand Awareness
Social media platforms play a crucial role in influencing travelers’ booking decisions these days. We help hotels create engaging social media strategies that include:
- Consistent posting of high-quality images, videos, and guest testimonials
- Running contests and giveaways to encourage user-generated content
- Leveraging influencer partnerships to expand reach
- Implementing Facebook and Instagram retargeting ads
By actively engaging with followers and showcasing the unique aspects of your hotel, social media becomes a powerful tool for increasing direct bookings.
7. Track Data and Analytics to Optimize Performance
Without proper tracking and analysis of data, hotels risk making marketing decisions based on guesswork – Sometimes referred to as ‘spray and pray’ marketing. We implement advanced analytics tracking to measure and optimize performance across all digital channels. Our approach includes:
- Google Analytics integration to track website traffic and conversions
- Heatmap analysis to understand user behavior on booking pages
- A/B testing to optimize call-to-actions and booking flows
- Regular performance reports with actionable insights
By continuously analyzing data, we help hotels fine-tune their strategies for maximum ROI.
8. Optimize Conversion Rates for More Direct Bookings
Even with strong website traffic, a poor user experience will lead to lost bookings. Our conversion rate optimization (CRO) strategies ensure that visitors complete their bookings by:
- Simplifying the booking process via The Percentage App
- Enhancing mobile-friendliness
- Adding urgency (e.g., “Only 2 rooms left at this price!”)
- Providing clear and compelling call-to-actions
A well-optimized website ensures that every visitor has a seamless booking experience, leading to higher conversions.
9. Build Guest Loyalty for Repeat Bookings
Many hotels except for the larger chains do not operate loyalty programs, and this means that the OTA are free to undercut your direct booking rates by combining promotions, channel discounts, member rates and coupons. Implementing a built-in member program such as the one with our booking engine encourages repeat bookings and in time will reduce your dependency on OTAs. We help hotels design and implement custom loyalty programs that:
- Reward guests for direct bookings with discounts, free upgrades, or exclusive perks
- Capture your guest contact data for direct marketing
- Offer personalized experiences based on past stays
- Encourages word-of-mouth referrals
By fostering guest loyalty, hotels can secure long-term revenue streams. Ask us about our new member program, and see how our platform can help you increase direct bookings.
10. Manage Online Reviews and PR for a Strong Brand Reputation
A hotel’s online reputation significantly impacts direct bookings. Here are some of the reputation management actions you should be taking to increase your direct sales:
- Monitoring and responding to guest reviews across TripAdvisor, Google, and OTAs
- Encouraging satisfied guests to leave positive reviews
- Managing PR efforts to enhance your hotel’s brand image
A strong reputation builds trust and credibility, making travelers more likely to book directly with your hotel.
11. Embrace Digital Transformation for Increased Efficiency and Bookings
Hotels that adopt the latest digital tools and technologies gain a significant advantage in securing direct bookings. Implementing new software and automation tools can streamline operations, enhance the guest experience, and improve marketing efforts. Key digital transformation strategies include:
- Cloud-based Property Management Systems (PMS) to simplify reservations and guest communications
- AI-powered chatbots to provide instant responses to guest inquiries, reducing the risk of losing potential bookings
- Revenue management software to optimize pricing strategies in real-time
- Integrated CRM systems to manage guest data and personalize marketing efforts
By embracing digital transformation, hotels can operate more efficiently, enhance guest satisfaction, and increase direct bookings.
Take Control of Your Direct Bookings Today
With the right strategy in place, hotels in Thailand can reduce OTA reliance, increase revenue, and build lasting direct relationships with guests. The Percentage Company is a hotel digital marketing agency and our expertise in hotel web design, revenue management, social media, SEO, and advanced booking technology like The Percentage App makes us the ideal partner for your hotel’s success.
Let us help you maximize your direct bookings. Contact us today to learn more!
Written By: Edward Kennedy
Co-Founder & Director at The Percentage Company. I started working on websites in 1997 and have been a full-time techie since 2001. I’m committed to leveraging the latest technologies and digital marketing techniques to drive efficiency & improve online sales for our hotel clients. I have a 20+ year track record of success in growing independent hospitality & real estate brands.
