Hotel Website: How to Get More Direct Bookings

August

2020

Hotel Website: How to Get More Direct Bookings

A hotel website exists so guests can book a room directly, without an OTA commission. That takes an online booking engine, honest room photos, current rates, several languages and a fast mobile version.

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In short

The main job of a hotel website is direct bookings and calls, plus trust from guests who found you on Booking.com or Google.
We connect the booking engine from your PMS or channel manager so availability matches everywhere.
For hotels serving guests in Ukraine the Ukrainian version is mandatory and loads by default; English and Polish depend on your guests.
We build a hotel website within 10 working days after the brief and content; PMS integrations are estimated after the specification.
Without fresh photos and a well-kept Google Maps profile, the site performs worse.

Why does a hotel need its own website if it is on Booking.com?

Online travel agencies bring guests, but they take a commission on every booking and own the guest's contact details. Guests often look at a hotel on Booking.com and then search for it on Google to check the direct rate and terms. If the site is slow or has no online booking at that moment, the guest goes back to the OTA.

Your own site does three jobs. It takes direct bookings and calls. It gives complete information that does not fit into an OTA listing. And it collects guest contacts for repeat stays.

What should a hotel website include?

An online booking engine with a calendar, rates and payment via LiqPay, WayForPay or Monobank.
A page for each room type: size, beds, view, amenities and 8–15 real photos.
Policies: check-in and check-out times, prepayment, cancellation, children, pets, parking.
A map, directions and what is nearby: the station, the centre, the ski lift or the beach.
Guest reviews from Google with a link to the hotel's profile.
One-tap contacts: phone, Telegram, Viber, WhatsApp.
Pages for corporate guests, the conference room and the restaurant, if you have them.

How do you connect online booking?

The most reliable option is the booking engine of your PMS or channel manager, such as Cloudbeds or SiteMinder. A room sold on the website then closes instantly on Booking.com and other channels. A simple request form suits a small hotel with 5–10 rooms where the front desk confirms bookings manually.

Through a Google Hotel Center connectivity partner, your direct rate can appear in Google Hotels and on Maps next to OTA prices. These are free booking links. Availability depends on your PMS.

Which languages does a hotel website need?

Ukrainian law on the state language requires websites serving consumers in Ukraine to have a Ukrainian version that loads by default. Almost every hotel needs English. Hotels in western Ukraine and resorts add Polish; Zakarpattia hotels add Hungarian or Slovak. Each version gets its own URLs with hreflang so Google shows the right language.

How do guests find a hotel website on Google?

A Google Business Profile with the Hotel category, photos and replies to reviews.
Dedicated pages for searches such as "hotel near the station", "hotel with a pool" or "room with a kitchen".
Schema.org markup: Hotel, HotelRoom, address, check-in time and amenities.
Mobile speed: WebP or AVIF photos and lazy loading.
Google Ads on your hotel name protects the brand search from OTAs bidding on it.

How long does it take to build a hotel website?

In our experience a hotel website is ready within 10 working days after the brief is approved and we receive the content: photos, room descriptions, policies and access details. A landing page for a seasonal offer takes up to 3 working days. Integration with a PMS, channel manager or a custom booking module is estimated after the specification.

Common mistakes on hotel websites

"From" prices without a calendar, which sends guests off to compare.
Stock photos instead of the actual rooms.
A restaurant menu and price list in a PDF that is hard to read on a phone.
Bookings through a form nobody checks at weekends.
No analytics: GA4 and Google Tag Manager do not count bookings or phone taps.

For the full service with stages and scope, see our website development page.

Frequently asked questions

Does a small hotel need its own website?

Yes, if you want commission-free bookings and your own guest list. A hotel with 5–10 rooms can start with a few pages: a booking form, photos and contacts.

Which booking engine should I choose?

The one built into your PMS or channel manager. It syncs availability with Booking.com and other channels, so double bookings do not happen.

Can a hotel website take payments?

Yes. We connect LiqPay, WayForPay or Monobank for full payment, a first-night deposit or a card guarantee.

How much does a hotel website cost?

The cost depends on the number of pages and languages, the booking engine, design and integrations. We give an exact quote after a short brief.

How do I get my direct rate into Google Hotels?

Through Google Hotel Center and a connectivity partner, which is usually your PMS or channel manager. We check whether your system supports free booking links.