If most of your rooms are booked through MakeMyTrip, Goibibo, Booking.com or Agoda, you already know the feeling. The booking comes in, and a big part of it goes to someone else.
Booking sites aren't the enemy. They bring guests who would never have found you. The problem is when they bring almost all of your guests, including the ones who already knew your name. This guide is about winning back those bookings.
Why guests book through booking sites
Guests don't book through booking sites because they love paying more. They do it because it feels safe and easy. They can see photos, prices, reviews and a clear cancellation policy in one place, and pay in a few taps.
Now look at what many independent places offer instead: an old website that's slow on a phone, no prices, a contact form nobody answers, and a phone number that rings through to a busy reception. Given that choice, the booking site wins every time.
So getting more direct bookings isn't about fighting the booking sites. It's about making booking with you feel just as safe and easy, and a little bit better.
What commission really costs you
Commission rates vary by site, contract and how much visibility you pay for, but for independent properties in India they commonly land somewhere around 15% to 25% of the booking value. GST is then charged on the commission itself. Paid promotions and 'preferred' programmes that push you up the results usually cost more.
A simple way to see it: take last month's booking-site revenue and multiply it by your commission rate. That's what you paid to be found. Some of it was worth it. The part spent on guests who already knew you, repeat guests and friends of past guests usually wasn't.
Ten ways to get more guests to book direct
- Win the search for your own name. After seeing you on a booking site, many guests search your hotel's name on Google. If your own website isn't the first result, the booking goes back to the booking site. A proper website with your name in the page title, a complete Google Business Profile and consistent details everywhere usually fixes this.
- Make your Google Business Profile complete. Recent photos, the right phone number, a link to your website, your check-in time, and replies to reviews. For many travellers, the Google listing is the first place they judge you.
- Have a website that works on a phone. Most guests look you up on their phone, often on mobile data. The site should load quickly, show rooms and prices clearly, and let them contact or book you in one tap.
- Put a WhatsApp button everywhere. In India, a lot of direct bookings start with a WhatsApp message. Put a WhatsApp button on your website, Instagram bio and Google listing, and reply quickly, even if it's just 'Got it, sending prices in ten minutes.'
- Show your prices. 'Call for rates' makes guests go back to the booking site, where the price is right there. Show a starting price for each room type, even if the final price depends on dates.
- Give a reason to book direct. Offer something the booking sites can't: a free breakfast, an early check-in when available, a room upgrade, a bonfire evening, a flexible date change. Say it clearly on your site and in replies: 'Book directly with us and get...'
- Make paying easy and safe. UPI, cards and a clear advance-payment policy. If you take bookings on WhatsApp, send a proper confirmation with the dates, price, what's included and your cancellation terms.
- Look after past guests. Your past guests already trust you. Keep their numbers and emails (with permission), send a short message before long weekends and festivals, and give them a returning-guest rate. Every repeat booking that comes direct is one less commission.
- Stay active on Instagram. Guests check Instagram to see if a place is real and looks like its photos. Regular posts and stories of your rooms, food and surroundings build trust and send people to your WhatsApp.
- Ask for reviews on Google. Booking sites collect reviews automatically. On Google, you have to ask. More recent Google reviews help you show up on Maps and make guests comfortable booking with you directly.
Should you leave the booking sites?
For most independent properties, no. Booking sites are good at bringing first-time guests from far away, especially foreign travellers and people who don't know your area. Leaving completely usually means empty rooms.
A better goal is balance. Let the booking sites bring new guests, and make sure the guests who already know you, or who find you on Google and Instagram, book with you directly. Even moving a part of your bookings from booking sites to direct makes a real difference over a year.
One practical note: read your booking-site contracts. Some have rules about showing lower prices elsewhere. Perks such as breakfast or an upgrade for direct guests are a simple way to give a better deal without changing the room price.
Where to start this week
- Search your hotel's name on Google on your phone. Note what comes up above your own website.
- Open your Google listing and update the photos, phone number, website link and timings.
- Add a WhatsApp button to your website and your Instagram bio.
- Decide on one direct-booking perk and write it on your website.
- Message ten past guests before your next long weekend.
If you'd rather have someone do this for you, that's what we do. We build the website, set up and run your Google listing and Instagram, and keep it going every month.
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