Earning direct bookings can be a challenging fight, especially for independent hotels that tend to operate on low marketing budgets than their corporate opponents. But if the independent hotels get the tactics right, there’s a lot of growth opportunities.

Corporate hotel brands, OTAs (online travel agencies), independent hotels, each have tried to push customers to make transactions on their respective offline and online channels to build loyalty and earn revenue.

Often, independent hotels tend to lose more in these situations due to a lack of corporate backing. However, because of their natural way of working, independent hotels also have more opportunities to make swift moves to coordinate with shifting demands of the consumer and other industry-related changes in the market. Here are five ways independent hotel operators can increase their bookings:

Cater to the End-to-End Guest Experience

For hotels, loyalty and experience go hand in hand. On one hand, the hotel operators themselves need to offer the best services and guide them through each step along the way. Beginning from the mattresses they sleep on and the water they drink to the elevator they take to their room and all the in-room facilities they’re offered with.

On the other hand, every communication channel must be taken into account as well, including monetary transactions, email communications, booking channels, phone calls, and person to person interactions with staff. Fortunately, independent hotels operators have more control of the guest experience and can provide them with greater customization as compared to others.

Coordinate Online and Offline Channels

Digitizing hotel booking has altered the way guests book their hotel stays. But for many hotel properties, the power of the phone call creates much impact. Phone calls are valuable to consumers, especially when making high-ticket purchases. And in the age of digital life, they’re often overlooked. All hotels should include phone numbers on their websites, especially on the home page. In addition to that, when the guest books the hotel room, the operators can align some people with calling the guest as “booking confirm” message. A phone call, even at the last minute, will help guests feel 100 percent confident in their decision. To be effective, both offline and online communication must be coordinated.

Ease the Booking Procedure

Whether the guest is booking through phone or online reservation, booking friction can negatively impact the transaction. For online channels, easing the booking procedure means having the tools and messaging in place to address cart abandonment, offer them with precise input tools for check-in and check-out dates, offer guests click-to-call opportunities, along with allowing them to make payments as simple and secure as possible. 

On the phone, easing the booking procedure means making sure that agents are prepared to quickly answer calls and answer any question a potential customer may have.

Build Loyalty

Loyalty can serve as a vital measure of the potential profitability for the property. Nurturing relationships, creating trust, and centering on the segments that are appropriate for the hotel through both technology systems and guest interactions are essential- are key to building long term loyalty. Rather than merely focusing on lowering rates or building loyalty programs to attract new guests that may or may not come again.

For instance - having a staff member recognizes a guest’s name and stay history, rerouting a guest to speak to the same agent or staff he or she spoke to on a previous phone call, or sending a thank you note after the guest leaves the hotel. 

Hotel operators can also use certain types of channel management software that can help build reputation and reviews management. Various companies have introduced certain hospitality solutions software that will help the hotel provide their guests with an impeccable experience. 

The points mentioned above shows how online, and offline channels should go hand in hand. Every hotel operator should look deeper into guest engagement, service, trust, and should always try to create memorable moments.

This article is based on Travel technology companies.