5 Tips untuk Meningkatkan “Direct Booking”

Direct booking atau pemesanan langsung melalui reservasi pusat (center reservation) adalah jalur penjualan yang paling menguntungkan karena tidak ada biaya komisi kepada agen penjualan. Dahulu kala pemesanan langsung dilakukan melalui nomor telepon yang didedikasikan untuk pemesanan kamar hotel. Seiring dengan kemajuan IT maka saat ini Direct Booking dilakukan online melalui website sehingga tidak ada kendala waktu dan tempat. Yang menjadi persaingan dari direct booking adalah Indirect Booking yang biasa dikenal sebagai OTA (Online Travel Agent). Komisi yang umumnya dikenakan oleh OTA berkisar antara 15% sampai dengan 25%. Dengan memaksimalkan proporsi penjualan melalui direct booking berarti juga memaksimalkan profitabilitas pendapatan operasional.

Besarnya potensi Direct Booking dapat dilihat dari besarnya Indirect Booking yang ada. Oleh karenanya salah satu kunci keberhasilan Direct Booking adalah melakukan konversi semaksimal mungkin dari Indirect Booking ke Direct Booking dengan cara melakukan kampanye secara maksimal di dalam hotel yang ditujukan terhadap tamu yang berasal dari Indirect Booking. Sejak mulai proses check in di front office, kepada tamu yang melakukan pemesanan kamar melalui Indirect Booking dilakukan promosi mengenai Direct Booking oleh para receptionist dengan harapan agar kedatangan tamu tersebut dikemudian hari akan dilakukan melalui Direct Booking. Selain itu memanfaatkan semua media yang tersedia di hotel untuk melakukan kampanye Direct Booking yaitu media cetak, electronic serta audio visual.

Peter Drucker says, “You can’t manage what you don’t measure”. You cannot see positive progress unless you measure to see what is improving and what is not. Adalah baik melakukan review secara berkala berdasarkan data statistic yang disiapkan sehingga efektifitas dari program yang dijalankan bisa ditentukan secara obyektif.

Berikut 5 Tips Meningkatkan Direct Booking:

1. Website penjualan yang responsive, attractive, use friendly, mobile friendly (android & IOS) dan dilengkapi dengan Booking Engine serta Payment Gateway. Untuk memaksimalkan traffic ditambahkan dengan SEO (Search Engine Optimization)
2. Harga yang ditawarkan konsisten lebih special atau lebih baik dibandingkan OTA. Kompensasikan nilai komisi OTA terhadap harga jual
3. Lengkapi dengan review atau komentar positif dari tamu yang sudah menginap dan juga score apabila memungkinkan
4. Loyalty Program dengan point reward yang terkoneksi dengan reservasi pusat
5. Moda pembayaran yang berbagai ragam akan memudahkan pembeli melakukan pembayaran sehingga mendorong terjadinya transaksi. Berbagai macam moda pembayaran seperti: Kartu Kredit, Debit, Virtual Account, Convenient Store, E-Wallet, E-Credit Card, Paylater

5 Tips to Increase Direct Bookings

Direct booking, or reservations made directly through the central reservation, is the most profitable sales channel as it doesn’t incur commission fees to sales agents. In the past, direct bookings were made via dedicated phone numbers for hotel room reservations. With the advancement of IT, direct booking is now predominantly conducted online through websites, eliminating time and location constraints. The primary competition for direct bookings comes from Indirect Booking, commonly known as OTA (Online Travel Agent), which typically charges commissions ranging from 15% to 25%. Maximizing sales through direct booking also maximizes operational revenue profitability.

The potential of direct booking can be gauged from the magnitude of existing indirect bookings. Therefore, one key to the success of direct booking is converting as many indirect bookings as possible to direct bookings by running comprehensive campaigns within the hotel and targeting guests originating from indirect bookings. Starting from the check-in process at the front office, receptionists promote direct booking to guests who have booked rooms through indirect channels, in the hope that these guests will make future bookings directly. Additionally, utilizing all available media in the hotel for direct booking campaigns, including print, electronic, and audiovisual media, is essential.

Peter Drucker famously said, “You can’t manage what you don’t measure.” Positive progress can’t be seen unless measured to determine what is improving and what is not. Therefore, it’s beneficial to periodically review based on prepared statistical data to objectively determine the effectiveness of the program.

Here are 5 Tips to Increase Direct Bookings:

1. Develop a responsive, attractive, user-friendly, mobile-friendly (Android & iOS) sales website equipped with a Booking Engine and Payment Gateway. Maximize traffic through SEO (Search Engine Optimization).
2. Offer consistently special or better prices compared to OTAs. Compensate for OTA commission values within the selling prices.
3. Supplement with positive reviews or comments from guests who have stayed and provide scores if possible.
4. Implement a Loyalty Program with point rewards connected to the central reservation.
5. Offer diverse payment methods to facilitate buyers’ transactions. Include various payment methods such as Credit Card, Debit, Virtual Account, Convenient Store, E-Wallet, E-Credit Card, Paylater.