5 Ways to Boost Direct Bookings Through Automated Email Campaigns

As a boutique hotel or resort, securing direct bookings isn’t just a goal - it’s a necessity. With rising competition and hefty OTA (Online Travel Agency; i.e. Travelocity, Expedia, etc.) commissions, driving guests directly to your website can significantly enhance your profitability. The key to converting OTA bookers to loyal direct customers lies in automation. Automated email campaigns can create seamless, personalized experiences that encourage guests to book directly with you, saving both time and effort. Here are five strategies with a focus on automation to boost your direct bookings.

1. Launch Automated Conversion Campaigns for OTA Bookers Guests who book through OTAs often miss out on the unique perks of booking directly. Automated email campaigns can be set up to target OTA bookers immediately after their stay, highlighting the benefits of booking directly with your property.

Examples of Automated Campaigns:

• Post-Stay Thank You Emails: Within 24 hours of checkout, send a personalized thank-you email emphasizing direct booking perks like discounts, free upgrades, or exclusive packages.

• Special Loyalty Offers: Automatically enroll OTA bookers into a loyalty program and send them tier-based rewards to redeem only on direct bookings.

• Price Comparison Campaigns: Automate emails that showcase direct booking prices compared to OTA rates, highlighting added benefits.

  
  

Automation ensures timely, consistent messaging that keeps your property top-of-mind and increases the likelihood of direct bookings. 2. Segment and Personalize at Scale Automated systems allow you to segment your audience and create personalized journeys without manual intervention. By leveraging data on booking history, preferences, and demographics, you can tailor campaigns that resonate with each guest.

Automated Segmentation Programs:

• OTA Guests: Set up a segment specifically for OTA bookers and design automated journeys that guide them toward booking directly.

• Frequent Travelers: Trigger emails with exclusive deals and upgrades for returning guests.

• First-Time Guests: Offer incentives such as a "book direct and save" discount for their next stay.

Personalized automation creates a more relevant and engaging experience, leading to higher conversion rates. 3. Use Customer Journeys to Nurture OTA Bookers Triggered emails are a powerful way to automate guest communication based on specific actions or timelines. These campaigns can guide OTA bookers through a journey that builds trust and highlights the advantages of booking directly.

Automated Campaigns for OTA Bookers:

• Post-Booking Upsell Emails: Encourage OTA guests to enhance their stay with amenities or services only available when booking directly.

• Anniversary Emails: Automate reminders for OTA bookers about the anniversary of their stay, offering a special rate for a return visit.

These triggered emails create touchpoints that nurture OTA bookers toward becoming loyal direct customers.

4. Highlight Exclusive Direct Booking Benefits in Every Email Automation doesn’t mean your emails have to feel robotic. Instead, use automated workflows to consistently showcase the value of booking directly.

What to Highlight in Automated Campaigns:

• Added Perks: Emphasize benefits like free breakfast, flexible cancellation policies, or room upgrades that are only available through direct bookings.

• Exclusive Experiences: Promote unique packages and experiences that are only available on your website, such as curated local tours or private dining options.

  
  

By automating these messages, you ensure that OTA bookers repeatedly see the value of booking directly without requiring manual effort from your team. 5. Automate Compelling Calls-to-Action (CTAs) Every automated email you send should have a single, compelling CTA that encourages recipients to book directly. Use action-oriented language and create urgency to drive clicks.

Examples of Automated CTAs:

• "Unlock Exclusive Perks – Book Direct Now!"

• "Save 20% on Your Next Stay When You Book Directly."

• "Limited-Time Offer: Direct Bookings Get Free Upgrades!"

  
  

Position these CTAs prominently within your emails and ensure the booking process is seamless, mobile-friendly, and easy to navigate.

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Final Thoughts

Automated email campaigns are a game-changer for converting OTA bookers into loyal direct customers. By setting up conversion-focused workflows, segmenting your audience, and highlighting exclusive benefits, you can significantly increase your direct bookings while reducing reliance on OTAs. Automation not only saves time but also ensures consistent, personalized messaging that resonates with your guests. HMA offers customizable OTA win-back journeys that are based on customer demographics and behaviors that allow you to tailor your emails and messaging.

To find out more, contact your HMA representative, send us an email at sales@wearehma.com or fill out the form on this page: https://www.wearehma.com/contact.

Start implementing these strategies today and let automation do the heavy lifting to transform your email marketing into a powerful tool for driving direct bookings and fostering long-term guest loyalty.