Shocking 86% of Hotels Fail Sprint Digital's Book Direct Audit

Sprint Digital, our leading digital marketing and web development agency, has conducted a comprehensive audit of 60 independent hotel websites across Ireland. The audit evaluated the signals and incentives that encourage customers to book on a hotel’s official website rather than a third-party online travel agency which incurs higher commission.

The audit evaluated 30 separate criteria across the hotels’ websites, booking engines, digital marketing campaigns and social media channels. It compared the official website to the online travel agents and focused on whether the hotel offered incentives for customers to book direct. It checked whether the hotel offered a lower rate, more flexible terms and conditions, or any other perks like a late check out or welcome gift.

The audit also examined how visible that ‘book direct’ messaging was to guests; was it on key pages of the website, or mentioned in the booking process? Was the hotel promoting this offering on their social media channels, or running ads on key channels to reach potential bookers?

With the pass rate set at just 60%, the results were surprising, to say the least!

Only 8 hotels achieved or surpassed the 60% mark, while the remaining 52 hotels failed, some getting a score of 40% or lower.

Below are 6 key findings from the audit. They highlight where hotels are missing key opportunities to increase direct bookings.

Not maximising the potential of their website's homepage

Despite 66% of the surveyed properties offering lower rates on their websites, only 33% of them promoted this above the fold (on the initial screen view) on their home page. While many hotels are offering a lower rate on their own website, they are missing key opportunities to tell their potential guests about this, often in critical areas of the website or booking process.

Not including book direct messaging across their website

Only 28% of hotels surveyed mentioned their incentives to book direct (lower rates, better terms or a welcome gift) on their own special offers page, and even fewer mentioned it on other key website pages such as rooms or a dedicated book direct page.

Not personalising messages for different visitor

With only 35% of the 60 hotels mentioning a better rate on their ‘check availability’ widget – and with most of the remaining hotels without a widget at all – there is an opportunity here for hotels to incorporate the use of a tool that offers both personalised messaging (e.g. showing a specific message to visitors from a particular region, or a message when someone is about to leave a page). They are also missing an opportunity to include a real time price comparison against online travel agents using tools such as The Hotel Network.

Not highlighting additional perks

While an impressive 80% of the hotels examined had exclusive perks for direct bookers, just 25% of these mentioned these benefits in their package descriptions, making it difficult for potential guests to understand the benefits.

Not utilising social media

55% of properties had not posted special offer links to their social media channels. Only 15% of hotels used social media to promote their own website as the best place to book.

Not using brand campaigns online

When searching for hotels by name on Google and Bing, only 41% of hotels were visible at the top of the search results in a sponsored ad, leaving the field open for third party sites.

Joanna Doyle, our Business Manager at Sprint Digital commented on the findings, saying:

"The results of our hotel website audit are surprising. With increased pressure on costs across all areas of the hospitality business, reducing commissions paid to online travel agents is paramount. Focusing on a book direct strategy is essential to grow business through your own website. Our audit highlights several areas where improvements are urgently needed to drive direct bookings and attract more customers to the website when people search online. At Sprint Digital, we have developed a range of tailored solutions to help hotels improve their websites and drive more direct bookings. By working together, we can help hotels thrive in the competitive digital landscape.”

In response to these findings, we are launching a complimentary book direct audit to hotels. This audit will provide hotels with their own book direct score, broken down by category, allowing them to evaluate the effectiveness of their online strategy and plan for growth.

Sprint Digital is our leading digital marketing and web development agency, specialising in helping businesses maximize their online potential.

With a team of experienced professionals, Sprint Digital provides innovative solutions in web design, digital marketing, social media, SEO (Search Engine Optimisation), and more.

Their mission is to empower businesses to thrive in the digital landscape by delivering exceptional results and a strong online presence.

Interested to find out more? Visit our Sprint Digital website or get in touch.