More direct bookings without the involvement of external platforms

A well-functioning and efficient booking system, seamlessly integrated into a hotel website, is essential in today's hotel industry. Not only does it provide hotels with a way to receive bookings directly without going through external booking platforms, but it also increases usability and guest satisfaction. Thomas Dieben, founder of web design and online marketing agency Becurious, stresses the importance of an integrated and effective system.

Dieben argues that independence from external booking channels is crucial for hotels: "Our mission is to assist hotels in becoming less dependent on parties such as Booking.com and Tripadvisor. We do this by developing an excellent website that looks good, works pleasantly and is easy to find. The integration of the reservation system on such a website plays a key role in this." 

He stresses that the choice of system is crucial and that hotels should be able to choose which system they want to work with: "We are independent when it comes to choosing the reservation system. The hotel chooses, and we integrate it into their website as effectively as possible."

Good integration creates a seamless experience for the user, which in turn leads to higher conversion rates. Dieben explains: "Conversion is one of the most important indicators of a website's success. We make sure the booking system is integrated in such a way that we can measure and optimise this ratio."

Choosing a reservation system should not be taken lightly, according to Dieben. He shares some crucial recommendations that are important for hoteliers when selecting a hotel reservation system. For instance, it is essential that the reservation system seamlessly blends with the layout and design of the website. "This ensures a user-friendly experience and keeps the visitor within their own website without causing confusion during the booking process."

In addition, Dieben says it is important that the booking system is optimised for mobile use. "This simplifies the process and increases the chances of conversion." 

Hotels can also generate more bookings by making special packages and offers bookable directly from their websites. "This helps to stay competitive with third-party booking platforms," Dieben said.

It should also be easy for visitors to book a room directly from the overview of room types. Using clear 'book now' buttons that lead to the desired room type significantly improves the user experience. The system should also be able to process promotional codes, which in turn contributes to marketing strategies such as rewarding repeat guests or attracting groups.

According to Dieben, a good system cannot do without upselling options, such as offering extras during the booking process, which in turn can lead to higher average spend per booking. "This highlights how important it is for hotels to use a booking system that not only handles basic bookings, but also actively contributes to revenue by offering upgrades and extra services."

For effective monitoring and optimisation of the reservation system, it is important that it can integrate with Google Analytics and that the reservation system integrates well with other systems used such as the Property Management System. Dieben: "Integrating Google Analytics into a hotel reservation system is crucial for gaining deep insights into user behaviour and the effectiveness of the booking process. By using Google Analytics, hoteliers can see where visitors come from, how they navigate the website, and at what point in the booking process they might drop out. This enables hotels to make targeted improvements that enhance the user experience and ultimately increase conversion rates."

Moreover, Google Analytics provides valuable data on the performance of specific promotions or packages, allowing hotels to tailor their offers to the preferences of their guests. "This makes it possible to optimise marketing strategies and increase overall sales. Activating e-commerce tracking within Google Analytics enables hoteliers to measure not only the number of bookings, but also the actual revenue generated by each booking, which is essential for measuring the direct return on investment in digital marketing and website development."

Integrating an advanced reservation system into a hotel's website is thus more than just a technical improvement; it is a crucial strategy for increasing direct bookings and reducing reliance on external booking platforms. As Dieben emphasises, an effective system enables hotels to personalise their service, improve the guest experience, and ultimately increase revenue.

Nice growth figures
The Mother Goose Hotel in Utrecht switched to Mews' Booking engine in November 2023. Dieben: "We have seen nice growth figures since then. When we compare March 2024 with March 2023":
Turnover:
+100.73%
Number of direct reservations:
+66.28%
Conversion rate increased by well over: 160% to 4.54 %

Luc van der Donk, SMB Manager at Mews, offers some other valuable insights into the importance of integrating booking systems into hotel websites. He highlights how essential usability is, especially on mobile devices, given the rise in bookings via these channels. 

Integrating a booking system into a hotel website can be a complex process, but working with a specialist like Becurious offers significant advantages, states Van der Donk. "Becurious understands the nuances of the hotel industry and can implement our user-friendly and responsive booking module that works optimally on both desktop and mobile. 

"This significantly increases direct bookings and provides a seamless user experience. Their expertise ensures that hotels can not only operate more efficiently, but also increase their revenue through a higher conversion rate of their booking module. The ability to deliver customised solutions makes Becurious a valuable partner for hotels looking to optimise their online bookings."
In addition, through their Booking engine, Mews still offers the ability to offer not only rooms, but also other services such as meeting rooms and parking spaces in one booking flow. Van der Donk highlights how such capabilities can contribute to a more personalised experience and an increase in revenue per guest.