What is Book Direct for holiday rentals?

In the Book Direct Show, Damian Sheridan asked the panel a number of questions on direct bookings.

Bookster was part of the panel, thanks to our experience in supporting property managers to attract bookings to holiday lets using a number of strategies. 

What makes a booking ‘direct’ and what does it mean to your business?

Here are our answers:

We researched this with property managers with holiday rentals, to understand their opinions and views. 

Our conclusion is that there is no fixed definition of Book Direct.

From conversations, we’ve been able to break down direct bookings into 1 process and 3 intentions.

The holiday rental booking process = Book Direct

Book direct is the process of a guest booking directly with a property manager.

This is any booking that is coming straight to the property manager. This could be: 

• Through their website
• By phone
• By email
• Through their social media
• Through a message from their family.

So for these property managers, these bookings are made only directly to the holiday rental property manager.

The next 3 elements are about intent.

1. Avoid OTA fees = Book Direct

A major reason to attract direct bookings is due to the intent to avoid spending up to 20% on commission or fees.

The goal is to invest that money in their own business, through pay-per-click, A/B testing their website, or writing blog content.

Or perhaps to keep that 20% in the business!

Property managers interested in avoiding OTA fees can accept bookings:

• through direct processes
• through channels that don't charge a fee or commission.

2. Control guest data = Book Direct

Some property managers are driven to attract direct bookings because they are interested in controlling the guest data.

This offers a wealth of opportunities for business growth.

Having ownership of the guest's contact details means you can get in touch with your guest and nurture the relationship.

Property managers interested in controlling guest data can accept bookings:

• through direct processes
• through channels that pass all guest data to the property manager
• through channels with direct the guest to book on the property manager's own website.

3. Be in charge of business rules = Book Direct

And finally, some property managers are driven by the need to be in control of their own business rules, as opposed to having rules dictated by a 3rd party channel.

The topic most discussed, is cancellation policies. 

Property managers interested in being in charge of their own business rules can accept bookings:

• through direct processes
• through channels that direct the guest to book on the property manager's own website. 

What is a direct booking? 

A direct booking is a reservation for your services made directly with your company, without the need of an external booking agent or OTA.

Most commonly direct bookings are made on your website, in person, by phone, or by email. 

Is that all there is? 

Well, no. There's no clear answer. 

What is clear is that it is these three intents that are fuelling the Book Direct movement.

A lot of property managers talk about booking directly, but what they tell us is that they’re interested in reducing or negating OTA fees, owning their cancellation policies, and their right to contact the guests.

Or a combination of all three.

How to drive direct online bookings for your holiday rentals

Understanding what “Book Direct” means is only the first step, the next is how to drive direct online bookings consistently for your holiday lets.

A good starting point is to make your website the easiest place to book: clear availability, instant confirmation and simple pricing all help guests choose to book direct instead of going back to an OTA.

If you manage a holiday let in the UK, think about every touchpoint where a guest finds you. This can be social media, email, local guides or even word of mouth. Then ask, “Does this clearly invite guests to book direct on my website?” 

Adding strong calls to action, direct booking calendar or book direct button and clear reasons to “book direct and save” can steadily increase direct bookings for a holiday let without having to stop using channels that work well.

Practical steps to increase direct bookings for a holiday let

To increase direct bookings for a holiday let, combine three simple habits:

• Make your website fast, mobile‑friendly and focused on online booking, with an obvious Book now button on every key page.

• Use email marketing and social posts to encourage past guests and followers to return and book direct with a special offer or value‑add.

• Keep your pricing and availability up to date so guests never see one thing on an OTA and something different on your own site.

Over time, these steps help you rely less on third‑party channels and more on your own direct online booking process, while still keeping a healthy mix of sources.

Using tools to get customers to book direct

If you’re wondering how to get customers to book direct rather than through OTAs, it often comes down to making 'direct' feel like the easiest, most reassuring option.

That means showing clear benefits (such as best price, flexible dates or local extras), removing friction from your booking journey, and staying in touch with guests before and after their stay so they remember you next time.

Holiday rental software and book direct toolkits can support this by giving you direct booking widgets, SEO tools, guest review displays and email journeys that all point guests back to your website.

Used together, these tools help you build a strong booking direct strategy that grows with your self‑catering business.

How can Bookster help you attract direct bookings?

If you're interested in taking more bookings directly for your short lets or self-catering accommodation, we can help you with:

• A custom or Instant website created for holiday rental bookings
• A clear bookings process
• An online bookings calendar for Bookster websites or 3rd party websites
• A Book Direct toolkit
• Matterport videos and 3D videos
• Display guest reviews 
• Email Marketing
• Market Data.

Our team is dedicated to supporting the needs of our clients.

We believe in building strong partnerships with our clients, to understand you and your needs and provide excellent service. 

Frequently Asked Questions

What is a direct booking?

A direct booking is a reservation for your services made directly with your company, without the need of an external booking agent or OTA. Most commonly direct bookings are made on your website, in person, by phone, or by email.

How do I drive more direct online bookings to my holiday rental website?

To drive more direct online bookings, focus on three areas: website, visibility and guest relationships. Make your website simple to book on any device; improve visibility with SEO, content and local listings; and build relationships with email and social media so guests feel confident booking direct with you rather than via an OTA.

How can I increase direct bookings for a holiday let without leaving OTAs?

You don’t have to leave OTAs to increase direct bookings for a holiday let. Instead, keep your listings active but use them as a discovery channel, then encourage guests to visit your website for more information, join your mailing list or follow you on social media. Over time, repeat guests and referrals can choose to book direct with you because they already know and trust your brand.

What is the best way to get customers to book direct instead of through OTAs?

The best way to get customers to book direct is to combine a clear promise with a smooth process. Clearly explain why booking direct is better for the guest (for example best price, personal support or local extras), then make sure your direct booking journey is quick, secure and easy to complete. When guests see the benefits and experience a hassle‑free checkout, they are much more likely to choose booking direct in future.