How can we increase direct bookings without spending a fortune on advertising?

Marketing, Websites and Direct Bookings
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Hi everyone,

We own a guesthouse in Bloemfontein and, like many accommodation providers, we receive a large portion of our bookings through OTAs such as Booking.com. While these platforms are valuable, the commission fees can add up quickly.

We’re looking for practical ways to increase direct bookings through our own website without having to spend a large amount on advertising every month.

What strategies have worked for other accommodation owners? Is it worth investing in a new website, Google Business Profile optimisation, or SEO? We’d appreciate any advice or recommendations.

Thanks in advance!

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Hi Lala Dene Lodge,

This is a great question, and it’s something many accommodation owners are currently working on.

The first step is making sure your website gives guests a reason to book directly. A modern, mobile-friendly website with clear room information, professional photos, guest reviews, and a simple enquiry or booking process can make a big difference.

Here are a few strategies we recommend:

  • Optimise your Google Business Profile so your property appears in local search results and on Google Maps.
  • Invest in SEO to help your website rank for searches such as “guesthouse in Bloemfontein” or similar local keywords.
  • Encourage repeat guests by including your website on follow-up emails and offering a small incentive for booking directly.
  • Use high-quality photography, as good images are often one of the biggest factors influencing bookings.
  • Publish helpful local content, such as nearby attractions, events, and travel tips. This not only helps potential guests but also improves your website’s visibility in search engines.
  • Make direct booking easy. Guests shouldn’t have to search for contact details or complete a complicated enquiry form.

OTAs are excellent for visibility, but your website should become your long-term marketing asset. Every direct booking helps reduce commission costs and strengthens your relationship with returning guests.

If you’d like, we’d be happy to review your current website and share a few practical suggestions on how you could improve it to attract more direct bookings.

Good luck, and we’d love to hear what strategies have worked for other members too!

— HostUnique

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