Direct Booking vs. Booking Platforms: What’s Better for Independent Hotels?
In an increasingly digital world, hoteliers face a crucial strategic decision:
Should they prioritize direct bookings via their own website or rely on platforms like Booking.com, Expedia & Co.?
For independent and mid-sized hotels, this choice can significantly affect revenue, control, and guest satisfaction.
The Difference at a Glance
| Criterion | Direct Booking | Booking Platform |
|---|---|---|
| Commission | None | 15–20% per booking |
| Data Access | Full control over guest data | Limited access |
| Guest Experience | Direct communication possible | Often anonymized and restricted |
| Marketing Impact | Builds your own brand | Visibility through the platform |
| Loyalty Potential | Newsletters, special offers, loyalty | No direct customer retention |
The Financial Perspective
Platforms offer reach, but at a cost.
Let’s take an example:
A hotel room is sold at €120 per night.
On a platform with 18% commission, the hotel receives only €98.40.
Daily Comparison with 10 Bookings
| Channel | Daily Revenue | Difference |
|---|---|---|
| Direct Booking | €1,200 | — |
| Platform | €984 | €216 |
Monthly (30 Days)
| Channel | Monthly Revenue | Difference |
|---|---|---|
| Direct Booking | €36,000 | — |
| Platform | €29,520 | €6,480 |
Annual Average (365 Days)
| Channel | Annual Revenue | Difference |
|---|---|---|
| Direct Booking | €438,000 | — |
| Platform | €359,160 | €78,840 loss |
3-Year Comparison
| Channel | Revenue Over 3 Years | Difference |
|---|---|---|
| Direct Booking | €1,314,000 | — |
| Platform | €1,077,480 | €236,520 less |
Advantages for Independent Hotels
Independent hotels are often more personal, flexible, and guest-focused.
A well-designed website with booking functionality can be a true competitive advantage:
- Higher profit margins
- Direct guest contact for better service
- Customer data for targeted marketing and repeat bookings
- Independence from ever-changing platform policies
Conclusion: Direct Bookings Pay Off – Especially for Independent Hotels
Hotels that invest in a modern website with clear and easy-to-use booking features cut costs, increase profits, and build lasting guest relationships.
Booking platforms can still be a useful secondary channel – but focusing on direct bookings pays off in the long run.