Why 64% of Our Bookings Are Direct – The Power of Non-OTA Distribution
In the competitive landscape of the UK short-term rental market, landlords are often on the lookout for ways to increase their occupancy rates while maximising revenue. At Keapr, we have identified a significant trend: 64% of our bookings come from direct channels rather than through Online Travel Agents (OTAs) like Airbnb or Booking.com. This blog will delve into the reasons behind this, highlighting the power of non-OTA distribution.
H2: Understanding Non-OTA Distribution
The concept of non-OTA distribution refers to the methods by which landlords can secure bookings without relying on traditional booking platforms. This can include corporate partnerships, direct marketing efforts, and listings on various distribution channels tailored specifically for businesses.
By expanding beyond OTAs, landlords can tap into a more diverse and lucrative guest pool, including contractors, insurance relocations, and corporate stays. Direct bookings remove the typical commissions charged by OTAs, allowing landlords to retain more of their earned revenue.
H3: Benefits of Direct Bookings
There are several key benefits associated with prioritising direct bookings:
– **Higher Revenue Retention:** OTAs often take a substantial cut from each booking, usually 15-20%. Direct bookings eliminate these fees, allowing landlords to receive more revenue from each booking.
– **Longer Stays:** The average stay duration for direct bookings at Keapr ranges from 30 to 90 days, compared to the shorter stays typical with OTA bookings. Longer stays reduce turnover-related costs and increase overall profitability.
– **Reduced Wear and Tear:** Direct bookers tend to be more stable guests, such as contractors or corporate clients, which means less wear and tear on your property compared to weekend party guests that frequent OTAs.
– **Greater Control Over Pricing:** With direct bookings, landlords have the autonomy to set competitive pricing without the constraints or guidelines of OTAs, enabling tailored pricing strategies based on demand and market trends.
– **Improved Guest Relationships:** Building a direct relationship with guests fosters loyalty. Happy customers are more likely to return and recommend your property, creating a sustainable flow of bookings.
H2: How Non-OTA Distribution Works
At Keapr, we leverage various strategies to optimise non-OTA distribution and ensure our landlords benefit from these methods.
H3: Diversified Distribution Channels
Landlords can take advantage of our 92+ distribution channels, ranging from niche contractor booking websites to larger corporate booking systems. Each channel is carefully selected to reach specific target audiences. The result is a broader reach, enabling landlords to secure bookings from a range of sectors, including construction, insurance, and corporate events.
H3: Building Direct Corporate Relationships
Developing relationships with corporations looking for workforce accommodation can be incredibly beneficial. Acquiring contracts for corporate stays not only increases occupancy rates but also secures longer-term contracts for landlords.
With direct invoicing options available, businesses appreciate the ease of managing travel costs and budgets, further strengthening these relationships. Regular communication and understanding of corporate needs make landlords more appealing options.
H3: Contractor and Insurance Database Distribution
Partnering with agencies that manage contractor deals and insurance relocations ensures a steady flow of bookings. These specialised agencies have verified databases and know how to connect landlords with clients who need accommodation for a longer duration, enabling landlords to fill properties faster and more effectively.
H2: Strategies to Encourage Direct Bookings
To fully exploit the positive impact of non-OTA distributions, landlords should consider implementing the following strategies:
– **Optimise Your Website:** If you don’t already have a dedicated website, now is the time to invest in one. Ensure it is user-friendly and optimised for search engines, showcasing your property’s amenities, location, and the unique value you offer.
– **Use Social Media:** Platforms like LinkedIn can be instrumental for reaching out to corporate clients, while Facebook and Instagram can showcase property features and generate interest among individual guests.
– **Promotional Campaigns:** Offering discounts for direct bookings or exclusive services can incentivise potential guests to book directly rather than on OTAs.
– **Build an Email List:** Use previous guests’ information, along with website inquiries, to create an email distribution list for special offers, updates, and personalised communications to encourage repeat bookings.
– **Leverage Customer Reviews:** To build credibility, display exceptional customer reviews prominently on your website and linked platforms. Positive testimonials are persuasive and help reassure potential guests looking for quality accommodation.
H2: Conclusion
By exploring and utilising non-OTA distribution methods, landlords can significantly enhance their revenue potential and reduce operational costs. The advantages of retaining more revenue through direct bookings coupled with a focus on longer stays create a compelling argument for landlords to diversify their booking strategies.
At Keapr, we understand the importance of maximising bookings and minimising turnover. Our tailored approach, with a strong emphasis on direct booking channels, allows landlords to leverage the growing corporate and contractor accommodation markets.
If you are a landlord looking for higher-quality, longer stays, speak to Keapr today. [Link to: Keapr Services Page]