In the ever-competitive hospitality market, increasing hotel bookings in the United States requires a strategic and multifaceted approach. Here is what you need to know.
With traveler preferences evolving post-pandemic and a noticeable slowdown in bookings—Expedia recently reported a 7% decline in U.S. hotel reservations—hotels must adopt smarter, more direct, and personalized tactics to stay competitive. Here’s how hoteliers can drive more bookings, particularly through direct channels.
Optimize Direct Booking Channels
Direct bookings are significantly more profitable than those made through Online Travel Agencies (OTAs), which charge high commission fees. A compelling and conversion-focused website is essential. Your site must be mobile-responsive, visually appealing, and easy to navigate. Include a prominent, user-friendly booking engine and highlight unique selling points—such as free parking or late checkout—for those booking directly.
Adding customer reviews directly to your website can also build trust and keep potential guests engaged. SiteMinder reports that in 2024, hotel websites generated an average of $519 per booking compared to $320 through OTAs (source: https://lodgingmagazine.com/siteminder-hotel-websites-outpaced-other-booking-sources-in-2024).
Leverage Personalization and Data
Tailoring offers based on guest data is a proven way to boost conversions. Segment your audience by demographics or behavior and customize your messaging accordingly. Use tools like Google Analytics or CRM platforms to monitor browsing behavior, track abandoned carts, and retarget interested users via email or social media.
HMG Hospitality emphasizes understanding guest feedback—especially if they mention difficulty finding your hotel online or missing information. These insights can help improve not just your website UX but also your marketing communications.
Diversify and Localize Marketing Strategies
Use multiple marketing channels to build visibility and drive traffic. Actively manage social media profiles on Instagram, Facebook, and TikTok, where travelers often seek visual inspiration. Consider using influencer marketing and user-generated content to increase reach.
Publish blog posts or videos that highlight local attractions, dining experiences, and seasonal events. Collaborating with local businesses to create package deals can increase your value proposition while appealing to group and family travelers.
Target Emerging Traveler Segments
Today’s travelers are more selective than ever. “Bleisure” guests—those combining business and leisure—prefer hotels offering work-friendly amenities like high-speed Wi-Fi, co-working spaces, and flexible check-in/out times.
Meanwhile, sustainability-conscious travelers are actively choosing hotels that demonstrate green initiatives. Highlight your use of eco-friendly products, solar energy, or water-saving programs in your marketing to appeal to this growing demographic.
Stay Ahead with Market Trends
Staying agile is key. Monitor economic indicators and travel trends to pivot when needed. Use occupancy data, search trends, and feedback loops to adjust pricing, promotions, and availability. Also, clearly communicate any updated safety or service protocols. Transparency builds trust, which can be the deciding factor in booking.
Key Learnings
Increasing hotel bookings in the U.S. is no longer just about having a good location. By combining a user-optimized direct booking website, targeted personalization, local marketing, and awareness of emerging travel trends, hoteliers can build stronger connections with guests and drive long-term revenue.
Next Steps
For more than 40 years, HMG Hospitality has been guiding hotel owners in maximizing the performance and profitability of their independent and branded properties nation-wide.
Let’s start a conversation to discuss how we can help you increase hotel bookings and meet your profitability goals.