Direct booking

Direct booking is a reservation made directly with a service provider (usually refers to lodging but can also relate to air tickets, car rentals, etc.) without engaging a third-party intermediary like an OTA or travel agent. Such reservations are usually made via so-called direct booking channels like a brand’s own website, email, social media, messaging tools, phone, etc.

Attracting direct bookings is the strategic goal of most travel service providers as it allows them to avoid resellers’ commissions and thus increase revenue. Another benefit is obtaining travelers’ information that can be used for creating personalized offers and other marketing activities.

To increase the volume of direct bookings, service providers digitize and optimize their reservation flows, devise targeted marketing campaigns, offer loyalty program rewards and other perks, etc. Partnering with metasearch engines is another way to drive direct bookings.