The Billboard Effect describes the phenomenon where properties listed on OTAs like Booking.com experience increased visibility, which, in turn, can lead to more direct bookings on their websites. Essentially, when potential guests find your property on Booking.com, some will go beyond the OTA to search for your direct website, often to compare prices or learn more about your property. This increased exposure acts like a “billboard” advertising your property and can lead to direct, commission-free bookings.
Why the Billboard Effect MattersFor property owners, every direct booking counts. When guests book directly through your website, you avoid paying OTA commissions, which often range from 15-20% of the booking’s value. This commission-free income directly improves your profit margins, allowing you to invest back into your property or marketing efforts. In fact, studies have shown that around 50% of travellers who see a property on an OTA will search for it online to explore their direct booking options.
By leveraging the Billboard Effect, you can turn the increased visibility on Booking.com into a more balanced booking strategy that combines the OTA’s broad reach with your own direct channels.
Strategies to Maximise the Billboard Effect
Here are some proven strategies to make the most of the Billboard Effect and encourage travellers to book directly through your website.
If potential guests visit your website after finding you on Booking.com, it’s crucial to offer a seamless and attractive experience that encourages them to book. Here’s how:
Make Your Website User-Friendly
Ensure that your website is easy to navigate, loads quickly, and is mobile-friendly. A clear layout with essential information, attractive photos, and visible call-to-action buttons like “Book Now” can enhance the user experience.
Offer Real-Time Availability and Pricing
Provide an online booking system with real-time availability and clear, competitive pricing. Guests are less likely to book directly if they have to wait for confirmation or aren’t sure of the final cost.
Provide a Price Match Guarantee
Let guests know that they’ll receive the best rate by booking directly with you. Display a message like “Best Price Guaranteed” on your homepage to reassure visitors they’re getting the best deal. Many travellers search OTAs for convenience but will choose to book directly when they see they’re guaranteed the same or a better rate.
Consider offering unique benefits to guests who book directly through your website. These incentives can make the difference between someone booking on Booking.com or choosing your direct site.
Examples of Effective Perks:
- Early check-in/late check-out: This added flexibility is highly valued by travellers.
- Complimentary upgrades: Offer room upgrades when available.
- Discounted rates for extended stays: Reward longer stays with special pricing.
- Special amenities: Free breakfast, parking, or WiFi can make booking directly more appealing.
When offering perks, clearly advertise them on your website, social media, and even within your Booking.com listing, as long as it complies with Booking.com’s guidelines.
Guests are more likely to book directly with a property that has excellent reviews, as positive feedback builds trust. Here’s how to showcase your property’s reputation to drive direct bookings:
Highlight Top Reviews on Your Website
Include a dedicated section for guest testimonials on your website. Choose reviews that emphasise positive experiences, unique features, and top-notch service.
Leverage Third-Party Review Platforms
Encourage satisfied guests to leave reviews on Google, TripAdvisor, or other reputable platforms. These reviews contribute to your property’s overall online reputation and are often referenced by travellers when researching properties.
Respond to Reviews Promptly
Whether the review is on Booking.com or your own website, responding to both positive and constructive feedback shows potential guests that you’re attentive and committed to excellent service.
Search engine optimization (SEO) is a powerful way to capture travellers searching for your property after seeing it on Booking.com. Here are some SEO tips to ensure your website ranks high in search results:
Use Location-Specific Keywords
Include keywords like “[Property Name] in [Location]” or “[Property Type] in [City]” throughout your website. This will help your website appear in search results when travellers look up your property online.
Add a Blog or Local Guide Section
Creating content like local guides, travel tips, or blog articles can improve your site’s SEO while offering added value to visitors. For example, if your property is near popular attractions, write about these spots, using keywords that travellers might search for.
Optimise Your Google Business Profile
Claiming and updating your Google Business Profile ensures that accurate information about your property appears in Google’s search results. Encourage satisfied guests to leave reviews on your profile, which also helps boost your ranking in local search results.
Consistency across all online platforms strengthens your property’s brand image and keeps it recognizable to guests who may see it in multiple places. Here’s how to create cohesive branding:
Align Your Photos and Descriptions
Use the same high-quality photos and well-crafted descriptions across your website, Booking.com listing, and social media. This consistency reassures guests they’re in the right place when they find your direct site.
Standardise Your Logo and Color Scheme
If you have a logo, tagline, or colour scheme, use these elements consistently across all online platforms, including Booking.com and your website. A cohesive brand helps guests recognize your property, whether they’re viewing your OTA listing or visiting your direct website.
Create a Unique Selling Proposition (USP)
Identify and highlight what sets your property apart, such as a specific location, personalized service, or exclusive amenities. Make sure your USP is communicated clearly on all platforms to draw guests in with a distinct and memorable message.
Booking.com is a valuable channel to attract new guests and gain visibility, but leveraging the Billboard Effect can further boost your revenue by increasing direct bookings. By optimising your website, offering exclusive perks, building trust through reviews, and enhancing your SEO efforts, you’ll turn your Booking.com presence into a strategy that goes beyond OTA dependence.
With a thoughtful approach, you can achieve a healthy balance between OTA-driven and direct bookings, allowing you to maximise your property’s potential on all fronts. Embrace the Billboard Effect, and make it work for your property’s success!
