What is a direct booking benefit and do they really encourage guests to book directly?
Direct booking benefits can generally be split into two categories: price benefits and material benefits. Each of these has their own advantages and disadvantages and are powerful tools used by revenue managers and hotel marketers.
Price benefits are a powerful tool used by revenue managers to help drive bookings, and can be used especially to strategically influence occupancy during certain periods or days.
Material direct booking benefits can be something really special that also positively impacts the overall guest experience. These are often really effective, as the guest’s value perception of this offer is much higher than the actual cost to the hotel.