What percentage of bookings should be direct?

It builds over time. In our experience, many operators reach 10 to 20% direct in year one, 30 to 40% by year two or three, and 50% or more once the business is established. Every point you shift away from OTAs improves your margin.

How do I get a booking system?

You need a professional website with a booking engine that syncs with your channel manager so you avoid double bookings. A tool like Brick lets you launch a serviced accommodation site with smart contact forms and the foundations for direct enquiries without a bespoke build.

Should I leave the OTAs altogether?

No. OTAs are a strong discovery channel and useful for filling occupancy gaps. The smart approach is to use them to be found, then convert first-time guests into direct rebookers.

Are direct bookings really more profitable?

Yes. OTAs typically take 15 to 20% per booking. Even after spending a little on marketing to drive direct traffic, you usually keep more of each booking and you own the guest relationship for future stays.

Why Direct Bookings Beat Airbnb Fees (And How to Get More) | Plots & Leads | Plots & Leads

OTAs win on reach, direct bookings win on margin and the guest relationship. Use platforms like Airbnb to be discovered, then move guests onto your own website so you keep the commission and own the relationship for repeat stays.

The True Cost of OTA Dependence

If you're running a serviced accommodation business, you're probably paying Airbnb, Booking.com, or other OTAs (Online Travel Agencies) between 15-20% of every booking. On a £100/night property, that's £15-20 going straight to platform fees.

Over a year, that adds up to thousands of pounds - money that could be profit, reinvestment, or marketing budget for your own brand.

Why Direct Bookings Are Better

1. Higher Profit Margins

The maths is simple: no commission means more money in your pocket. Even if you spend 5-10% on marketing to drive direct bookings, you're still ahead of OTA fees.

2. Own Your Guest Relationships

When guests book through Airbnb, Airbnb owns that relationship. You can't email them about future stays, you can't build a database, and you can't encourage direct rebooking. Direct bookers become YOUR customers.

3. Control Your Brand

OTA listings look like OTA listings. Your property sits next to competitors, competing on price. Your own website lets you tell your story, showcase your unique selling points, and justify premium pricing.

4. Flexible Policies

Want to offer a loyalty discount? A last-minute deal? A corporate rate? Direct bookings give you the flexibility to create custom offers without OTA restrictions.

5. Better Guest Communication

Direct communication from day one. No filtered messages, no platform limitations. You can send personalised recommendations, upsell services, and provide exceptional service.

How to Get More Direct Bookings

Build a Professional Website

Your website is your most important asset for direct bookings. A purpose-built tool like Brick gets a serviced accommodation site live quickly without the cost of a bespoke build. It needs to:

Look professional and trustworthy
Load fast on mobile devices
Showcase your properties with quality photos
Have a simple, secure booking system
Display availability and pricing clearly

Integrate a Booking Engine

Don't just show properties - let guests book instantly. Modern booking engines sync with your channel manager, so you never risk double bookings. Popular options include:

Direct booking widgets from your channel manager
Dedicated booking platforms
Custom integrations for larger operators

Optimise for Local SEO

When someone searches "serviced apartments in [your city]", you want to appear. Focus on:

Location-specific keywords on your website
Google Business Profile optimisation
Local directory listings
Content about your local area

Use Social Proof

Guests trust other guests. Display:

Reviews and testimonials
Guest photos (with permission)
Star ratings
"As featured in" badges

Offer Direct Booking Incentives

Give guests a reason to book direct:

Best price guarantee
Free extras (early check-in, welcome pack)
Loyalty rewards for repeat bookings
Exclusive deals not available on OTAs

Capture OTA Traffic

Use OTAs as a discovery channel, then convert to direct:

Include your website URL where permitted
Provide exceptional service so guests remember your brand
Send post-stay emails encouraging direct rebooking
Offer return guest discounts for direct bookings

Email Marketing

Build a guest database and stay in touch:

Send seasonal promotions
Share local events and attractions
Offer birthday or anniversary specials
Keep your brand top of mind

The Balanced Approach

We're not saying abandon OTAs entirely. They provide valuable exposure and can fill gaps in occupancy. The smart strategy is:

Use OTAs for discovery - Let new guests find you
Convert to direct - Turn first-time OTA guests into direct rebookers
Build your brand - Invest in marketing that drives direct traffic
Measure and optimise - Track your direct booking percentage and work to increase it

What Percentage Should Be Direct?

Industry benchmarks suggest aiming for:

Year 1: 10-20% direct bookings
Year 2-3: 30-40% direct bookings
Established business: 50%+ direct bookings

Every percentage point increase in direct bookings improves your bottom line.

Getting Started

The first step is having a professional website with booking capability. Without this foundation, you can't capture direct bookings effectively.

A well-designed website pays for itself quickly when you calculate the OTA fees you'll save. It's not just an expense - it's an investment in your business's profitability.

Conclusion

Direct bookings aren't just about saving on commission - they're about building a sustainable, profitable serviced accommodation business that you control. Start with a professional website, implement the strategies above, and watch your direct booking percentage grow.

The best time to reduce your OTA dependence was yesterday. The second best time is today.

Why Direct Bookings Beat Airbnb Fees (And How to Get More)