What Is The Direct Method?

If your hotel's website was a bucket with lots of tiny holes in the bottom, The Direct Method would be akin to carefully plugging as many holes as we can to keep the water in.

Typically, 40% of your website visitors will leave without venturing beyond the homepage and there's a good chance fewer than 1 in 100 make a booking.

By recording how users interact with your website, testing different layouts and ensuring that the site loads in a couple of seconds, your conversion rate will start to increase, and so will your direct bookings.

What's Included In The Direct Method?

PPC Ad Members Pricing

Summary

A simple but incredibly effective way in encouraging bookings direct - website users are encouraged to 'become a member' (in much the same way that Secret Escapes works) in order to view and book the best rates.

Benefit

By dropping your rates listed on OTAs by just 5% on your own website, you'll not only encourage more bookings direct but also grow your email database quickly.

Untitled design (36) (1)

Session Recordings & Heatmaps

Summary

By analysing a regular sample of website sessions, we'll be able to advise how your users are interacting with your website and the reasons why many of them may not be booking.Heat-mapping will help shape the optimum layout of your website.

Benefit

Reduce the bounce rate of your website and increasing the conversion rate.

10a2

A/B Testing

Summary

Having analysed the website data, your website will appear in a variety of different formats so we can identify which design works best at converting bookings direct.

Benefit

This process marries up design and profitability - you'll know which layout of your website is best at driving bookings direct.

Untitled design (37) (1)

Remarketing

Summary

Remarketing advertising is the process of displaying ads across the internet that seem to 'follow' the user around the internet having looked at something specific to purchase. Booking.com does it all the time (see below) to entice guests to complete their booking with them so we think it makes sense to do the same thing!

Benefit

Rarely will a guest book on the first visit to your website so it's important to gently remind them of your brand and the reasons to book direct. This form of advertising is simply the best money you can spend on digital - a £30 per month budget will likely deliver in excess of 50,000 impressions.

10a5

Review Filter

Summary

Review Filter will give your hotel real-time feedback on how guests are finding their experience whilst simultaneously helping push positive reviews to sites like TripAdvisor using the clever two-click process AND making it extremely difficult for negative reviews to be published online.

Benefit

Review Filter keeps the bad reviews away from TripAdvisor and Google whilst simultaneously pushing positive reviews to be shared across the internet. There is simply no better way to manage your hotel's online reputation.

10d2

Website Performance

Summary

Website users don't like to be kept waiting. 2.5 seconds is the golden number for conversions according to Google, any slower and you website starts to lose users and bookings.

Benefit

Fewer bounces straight off your website which means more users considering your hotel to book. From early 2021, a load speed greater than 2.5 seconds will start to adversely affect your website's organic ranking too.

Untitled design (25) (1)

PPC Ad Members Pricing

Summary

A simple but incredibly effective way in encouraging bookings direct - website users are encouraged to 'become a member' (in much the same way that Secret Escapes works) in order to view and book the best rates.

Benefit

By dropping your rates listed on OTAs by just 5% on your own website, you'll not only encourage more bookings direct but also grow your email database quickly.

Session Recordings & Heatmaps

Summary

By analysing a regular sample of website sessions, we'll be able to advise how your users are interacting with your website and the reasons why many of them may not be booking.Heat-mapping will help shape the optimum layout of your website.

Benefit

Reduce the bounce rate of your website and increasing the conversion rate.

A/B Testing

Summary

Having analysed the website data, your website will appear in a variety of different formats so we can identify which design works best at converting bookings direct.

Benefit

This process marries up design and profitability - you'll know which layout of your website is best at driving bookings direct.

Remarketing

Summary

Remarketing advertising is the process of displaying ads across the internet that seem to 'follow' the user around the internet having looked at something specific to purchase. Booking.com does it all the time (see below) to entice guests to complete their booking with them so we think it makes sense to do the same thing!

Benefit

Rarely will a guest book on the first visit to your website so it's important to gently remind them of your brand and the reasons to book direct. This form of advertising is simply the best money you can spend on digital - a £30 per month budget will likely deliver in excess of 50,000 impressions.

Review Filter

Summary

Review Filter will give your hotel real-time feedback on how guests are finding their experience whilst simultaneously helping push positive reviews to sites like TripAdvisor using the clever two-click process AND making it extremely difficult for negative reviews to be published online.

Benefit

Review Filter keeps the bad reviews away from TripAdvisor and Google whilst simultaneously pushing positive reviews to be shared across the internet. There is simply no better way to manage your hotel's online reputation.

Website Performance

Summary

Website users don't like to be kept waiting. 2.5 seconds is the golden number for conversions according to Google, any slower and you website starts to lose users and bookings.

Benefit

Fewer bounces straight off your website which means more users considering your hotel to book. From early 2021, a load speed greater than 2.5 seconds will start to adversely affect your website's organic ranking too.

Case Studies

cottage in the wood

128% increase in direct bookings.


read more 

Georgian House Hotel

49% increase in direct bookings.


read more 

"The marketing support DHM provides us with is invaluable. Our direct bookings are up by 128%."

nickjulia

Nick & Julia Davies

Owners, Cottage in the Wood

Website Images (1)-Mar-17-2021-03-42-58-59-PM

How does your direct bookings strategy score up?

 

If maximising direct bookings is a priority for your business, the Direct Bookings Scorecard will assess how robust your strategy is when it comes to prising bookings away from the OTAs, and show you the areas to improve to start reducing those monthly commission bills. 

What Is The Cost Of The Direct Method?

 

The Direct Method is a monthly rolling digital marketing service priced at £1,200 per month. It’s inclusive of all the elements listed above and also includes two video or photo shoots per year. 

 

I’M READY TO TALK TO SOMEONE 

FAQS

Most hotels will have a website that converts between 0.25% - 1.25% of its users into bookings without any sort of conversion rate optimisation strategy. It’s perfectly reasonable to anticipate a 25% increase in this figure when CRO is done effectively, so if your hotel typically sees 100 bookings per month via your website, you’re more likely to see at least 125. With an ADR of £150 and an average occupancy of 2 nights, this would mean an increase of £7,500 in direct room sales and a saving of over £1,100 in commission each month. Not to mention the impact that CRO can have on direct telephone bookings.


You’ll receive a monthly report detailing progress on the following metrics: 

  • Bounce rate %
  • Average session duration
  • Average review score
  • Transaction revenue
  • Conversion rate %
  • No. transactions 

This is followed by a quarterly evaluation meeting to put these results in context, discuss any insights that have emerged from the work, and a list of recommendations for the following three months.


That’s the best bit - you can expect solid results within the first three months of working together. The big wins will typically come after 6 months but you’ll have a clear idea of how things are working within the first 90 days.


No. As with each of The Methods, you’ll not be tied into a minimum term contract and can cancel anytime by providing 60 days’ notice.


The great thing about using conversion rate optimisation on your hotel's website is that you can tangibly see whether it's increasing bookings or not. One variation of the homepage may deliver 100 bookings in one month and different variation delivers 130. If this process is repeated, you'll start to see a trend forming and when compared to year-on-year stats, you'll see that there's a direct correlation between the split-testing and the bookings increase.


Since launching The Direct Method in 2018, we've increased direct bookings for every hotel we've worked with so it's highly unlikely your hotel will be the exception to this rule. 

That said, The Direct Method is a framework and it can be applied in lots of different of ways to suit the style of your hotel and the type of guests you serve. The application of The Direct Method needs to be finely tuned to achieve optimum results and we don't do this on our own - instead we work with you to share our ideas and agree the right approach together. We'll schedule in an evaluation meeting every three months to present the following:

  • Results (what we've achieved for you)
  • Insights (what we've learnt about your customers' behaviour) 
  • Recommendations (what we should action next quarter)

Are you ready to start the conversation?

Complete the short form and one of our friendly team will be in touch shortly.

Or if you're ready to chat now, you can speak to us on +44 (0)20 8088 3631.