Online travel agencies help hotels reach new guests, but relying on them too heavily raises commission costs and weakens the direct relationship with guests. This guide explains how to rebalance without leaving those platforms.
Start by answering the guest’s core questions on your own site at least as clearly as the platforms do: price, payment security, cancellation terms and room details. Then create value beyond price, such as early check-in, transfers or flexible cancellation for direct bookings, and communicate these benefits consistently across your website and social profiles.
Own your brand searches with a strong website, a complete Google Business Profile and, where useful, a small brand search campaign. Use pre-arrival emails and in-stay touchpoints to turn platform guests into direct repeat guests, while managing consent properly. Publish local guide content to appear early in the travel research journey, link social media directly to booking pages, and track the share of direct bookings season by season.
Talk to Racoun: we are based in Istanbul and work with brands across Türkiye. Message us on WhatsApp or email ekip@racoun.com.
