Many new suppliers in the travel and tourism industry often rely heavily on bookings through Online Travel Agencies (OTAs), missing out on the opportunity to turn their official website into a significant revenue-generating sales channel. If you’ve ever wondered how to increase revenue through your website, here are some essential tips and strategies to get you started.
Understanding the Process
First and foremost, it’s important to recognize that converting your website into a powerful sales channel is a process, not a quick fix. There’s no single plugin, module, or financial investment that will instantly shift 95% of your online revenue from OTAs to your own site. This transformation requires time, effort, and strategic planning. However, the benefits are undeniable—minimal to no commission fees and smoother cross-selling opportunities once customers become your direct guests.
Where to Begin?
Travelers booking through OTAs often look up the tour provider’s name to explore their official website for additional offerings. If they find a website that appears outdated or unprofessional, they may perceive it as unreliable and prefer booking through the OTA for safety and reassurance. OTAs offer protections like refunds and alternative experiences if something goes wrong, which can be reassuring for customers.
To build trust and drive direct bookings, your website must be modern and sales-oriented. We recommend partnering with development agencies experienced in creating distribution and booking platforms, rather than opting for cheaper, template-based services. Remember, a visually appealing website alone doesn’t guarantee sales—it needs to be designed with conversion in mind.
Professional vs. Template-Based Websites
It’s crucial to distinguish between agencies that specialize in developing sales-focused websites and those offering generic, template-based designs. The latter may lack the necessary features and user experience considerations that drive conversions.
For inspiration, check out these sales-oriented websites developed by our team:
For ease of integration and development, we recommend WordPress-based websites, which provide a balance of modern aesthetics and functionality.
Driving Traffic and Conversions
While a significant portion of your traffic may initially come from OTAs, your goal should be to capture this interest and convert it into direct bookings on your website. Competing with OTAs in terms of marketing spend is unrealistic for most businesses, but by investing in a well-designed website, you can capitalize on the traffic that does reach your site.
To meet customer expectations, your website should include:
- Online Booking System: An integrated booking system reassures guests that their reservation is confirmed, offering them an official invoice and eliminating concerns about missed communications.
- Online Payment Options: Research shows that travelers prefer to pay upfront, eliminating the need to worry about currency exchanges or finding ATMs at their destination.
- Exclusive Offers: Provide something unique that OTAs don’t offer, such as add-ons to enhance their experience or discount codes to encourage direct bookings. Ensure your website offers value beyond what’s available on OTA platforms.
Enhancing the Customer Experience
Even if a booking is initially made through an OTA, it doesn’t have to be the last interaction. Automating pre- and post-tour emails allows you to offer additional tours or services, ensuring a comprehensive experience that encourages repeat business.
Despite some discouraging predictions about the potential of official websites, we have the data to prove otherwise. For example:
- EZ Booker users who integrated the EZ Booker Booking Calendar saw a 300% increase in revenue from their official websites within the first year.
- Users who started utilizing add-ons with an average tour price of €500 saw an average revenue increase of €94 after just 12 months.
Leveraging Support for Success
When selecting a booking system, robust support is crucial. With EZ Booker, you’re not just getting IT assistance; you’re gaining access to a team of online revenue consultants with deep industry experience. We’re here to ensure you maximize the potential of your booking engine and transform your website into a powerful sales channel.
By following these guidelines and leveraging the right tools and expertise, your official website can become a formidable sales channel, driving direct bookings and boosting your overall revenue.
