How to increase direct bookings at your hotel: 7 moves
Direct bookings are reservations made without OTA commissions. OTAs account for 63.4% of independent hotel bookings in Brazil, yet resorts already reach 75% through direct channels. To increase yours, master 7 moves: Google presence, converting website, fast WhatsApp support, exclusive benefits, email database, strong reviews, and active post-stay engagement — keeping OTAs as your storefront.
By Rafael Antunesupdated on August 03, 20263 min read
reserva diretaOTAsreceita
What is a direct booking (and why does it pay more)?
A direct booking is when a guest reserves on your website, by phone, WhatsApp, or in person — without going through Booking, Airbnb, or Expedia. It pays more because you keep 100% of the rate. On Booking, the standard commission is 15%, according to Hospedin. A R$ 3,000 (Brazilian reals) nightly rate through an OTA costs R$ 450 in commission; with a direct booking, you pocket 100%.
Beyond the money, you gain control: guest data in your own database, freedom to set your price, cancellation policy and promotions, and direct contact for future sales.
How much of independent hotels' bookings go through OTAs?
OTAs account for roughly 63.4% of independent hotel bookings in Brazil, according to Hotelier News. There are exceptions: resorts already reach 75% of sales through direct channels, says analysis from PanRotas. The 7 moves below work for any size.
What are the 7 moves to sell more direct?
1. Optimized Google Business Profile. Update monthly: suite photos, pool, facade, correct phone, and booking link.
2. A website that converts. Room photo, neighborhood description, hours, and a big "Book now" button with a form or WhatsApp. Mobile first: 80% of searches come from mobile.
3. Fast WhatsApp. Reply within 2 hours with a direct script: "What dates would you like to stay?" Skip annoying bots.
4. Exclusive benefit. "Book with us and get breakfast" or "upgrade if available." Small cost, big conversion.
5. Email and contact database. Collect via digital pre-check-in. Send a monthly newsletter: tips about the area, events, "come back in October for a discount."
6. Strong reviews. After checkout, ask for feedback via a link (no minimum scores). Good reviews matter to the guest's decision — and boost your Google profile strength.
7. Active post-stay engagement. Digital guide with QR Code in the room that answers questions 24/7 and encourages a return. Turns a guest into a repeat customer.
Comparison of a R$ 3,000 nightly rate:
| Booking | Via Booking (15%) | Via Direct |
|---|---|---|
| Nightly rate | R$3,000 | R$3,000 |
| Commission/fee | -R$450 | R$0 |
| Revenue to hotel | R$2,550 | R$3,000 |
| Difference | — | +R$450 per booking |
10 direct bookings = R$30,000; 10 via Booking = R$25,500. The R$4,500 monthly difference justifies investing in direct sales.
Is it worth leaving OTAs behind entirely?
No. Use OTAs as your storefront — they bring volume. Lower dependency, don't disappear. Negotiate lower commission, maintain an exclusive rate on your channel, and train repeat guests to book direct. With these 7 steps, in 12 months you can shift from 70% OTA + 30% direct to 50% + 50%.
How do you track progress month by month?
Three metrics: % of direct bookings (direct ÷ total × 100), revenue per channel (OTA vs direct), and cost of acquisition (Google spend ÷ bookings from Google). Goal: +1% gain in direct bookings monthly. In one year, 12% growth.
Where do you start this week?
Wednesday: audit your Google Profile. Thursday: refresh photos and enable booking links. Friday: train WhatsApp response. Next week: set up digital pre-check-in. Results in 30 days.
Informed guests leave bookings. An AI guide that answers Wi-Fi, hours, and services 24/7 via QR Code — with digital pre-check-in included — turns first-time guests into repeat customers. Try free for 14 days.