How to Skyrocket Your Direct Bookings with 9 Proven Strategies

Do you want to know how to increase your direct bookings? Perhaps you're looking to reduce bookings through OTAs and drive more traffic to your website! While having diverse sales channels is beneficial, let’s be honest: if you want to maximize your revenue, increasing direct bookings is the way to go. Achieving direct bookings is essential not only for boosting revenue but also for cultivating lasting relationships with customers.

With so many options available, standing out and capturing the attention of potential travelers can be challenging. Fortunately, we’ve gathered nine proven strategies that can help you enhance your direct bookings. These techniques will not only attract new customers but also encourage them to return time and again, transforming first-time visitors into loyal advocates for your brand.

It’s not rocket science; it’s about doing the right things consistently and having the resources to do so. So, let’s dive right in!

1. Create an Amazing Website Experience

This might be obvious, but let’s start with it: your website should have the basics—be welcoming, easy to navigate, and mobile-friendly. First impressions matter! Ensure your site loads quickly; nobody likes waiting around. Use tools like Google PageSpeed Insights to check performance. If your site is slow, potential customers might leave before they even see what you have to offer.

Consider enhancing the user experience with high-quality images and engaging videos that showcase your offerings. A visually appealing site can entice visitors to stay longer and explore your services. Also, clear calls-to-action (CTAs) throughout your site can guide visitors toward making a booking.

2. Showcase Customer Reviews

In a world where everyone seeks social proof, customer reviews can significantly influence booking decisions. When potential customers see that others have had exceptional experiences with your services, they’re far more likely to choose you over the competition. Instead of merely sprinkling a few testimonials throughout your site, it’s crucial to feature them prominently.

Highlight positive reviews in strategic locations, such as your homepage or booking page, to capture attention right away. Focus on addressing common pain points and concerns that your customers may have when considering a specific tour or service. For example, if many customers express worries about safety or the quality of the experience, make sure those aspects are covered in the testimonials you showcase.

Consider using a review aggregator to collect and display reviews from multiple platforms, creating a consolidated view of customer feedback. This not only enhances your credibility but also helps build trust with potential customers who are doing their research. Additionally, encourage satisfied customers to leave reviews by sending follow-up emails after their experience, making it as easy as possible for them to share their thoughts. By showcasing authentic feedback and actively engaging with your customers, you create a persuasive narrative that resonates with new visitors and drives direct bookings.

3. Get Smart with Data

Data is an invaluable tool! By analyzing customer behavior, we can discover what visitors love and identify any obstacles that may be preventing them from booking. Perhaps they’re hesitant about a particular tour or service. Use these insights to address concerns directly on your website or in your marketing materials.

Tools like Google Analytics provide valuable insights into user behavior. Review metrics such as bounce rates, page views, and conversion rates to identify areas that need improvement. This shows that you listen and care about your customers’ needs. By tailoring offerings to match customer interests, you can create a more personalized experience that encourages bookings.

4. Experiment with A/B Testing

A/B testing is like conducting small experiments on your website. Try changing one element at a time, whether it’s a call-to-action button, an image, or the layout of a page. Tools like Crazy Egg can help visualize user interactions, allowing you to fine-tune elements until you discover what works best.

Start small: test different headlines, images, or even colors. The insights gained from these experiments can lead to significant improvements in conversion rates. It’s all about making your site as engaging as possible. Remember, even minor tweaks can lead to major results!

5. Offer Value-Added Content

Attracting visitors to your site is only half the battle; converting them into customers requires delivering valuable content. Consider offering a downloadable guide or resource that showcases insider tips about your destination or activities. For example, an “Insider’s Guide” could highlight local attractions, dining options, and unique experiences available in your area.



This not only provides value to potential customers but also allows you to collect email addresses for future marketing efforts. Creating blog posts or video content that offers useful information helps position you as an authority in your niche. The more value provided, the more likely visitors will feel comfortable booking with you.

6. Nurture Leads with Email Marketing

Once email addresses are collected, use them wisely! Send out a series of personalized emails that guide potential customers through their booking journey. Share tips, highlight special deals, or showcase unique experiences they might be interested in.



Segment the audience based on interests or past interactions with your site, allowing for tailored messaging. The goal is to build a connection that encourages them to choose your services when they’re ready to book. A well-crafted email campaign can keep your brand top of mind and increase the likelihood of conversions.

7. Simplify the Booking Process

When it’s time to book, make it easy! If the booking process is complicated, potential customers might abandon their carts and look elsewhere. Review each step and eliminate any unnecessary hurdles. Ensure the checkout process is clear, quick, and reflective of your brand’s personality. You can use booking software such as Resmark to streamline the booking flow, making it super convenient and smooth for customers to book your tour. 

8. Incorporate Upselling Opportunities

Once a customer is engaged, it’s the perfect time to introduce them to other offerings. Suggest add-ons that complement their initial booking—like a sunset photography session if they’re booking a canyon tour. Frame these suggestions as ways to enhance their overall experience, rather than just additional sales.



Use persuasive language that emphasizes the benefits of these add-ons. For instance, instead of just saying, "Add a guided tour," you might say, "Enhance your adventure with a guided tour that reveals hidden gems and local secrets!" It’s all about creating value and enriching the customer experience.

9. Turn Customers into Advocates

Happy customers can become your best marketing tool. Encourage them to share their experiences on social media or leave reviews. Make it easy by providing them with links or hashtags. You could even consider a referral program that rewards customers for bringing in new bookings.



Creating a community around your brand can lead to powerful word-of-mouth marketing. Engage with customers post-experience through follow-up emails, thanking them for their business and inviting them to share their stories. Word-of-mouth is influential, and satisfied customers can help spread the word.

Want to see it all in action?

Increasing direct bookings isn’t a one-size-fits-all approach. It requires a mix of strategies tailored to your audience. By focusing on creating an exceptional website experience, nurturing relationships, and continuously improving offerings, you’ll be well on your way to growing those direct bookings.

Remember, it’s all about connecting with customers and understanding their needs. With a bit of effort and creativity, it’s possible to turn potential visitors into loyal fans.

This presentation was given at Arrival 2024. We received great feedback, and after the breakout session, we had insightful discussions with several tour operators, offering even more tips. Would you like us to take a look at your marketing? Feel free to book a call!