How much does a direct booking website really cost?

Owning a direct booking website can save commission, build your brand, and encourage repeat stays.

But costs vary widely depending on whether you use a DIY builder, hire a web designer, or choose a property management system (PMS) or Marketing Software that offers websites in the packages.

Option 1: DIY website builders

Cost: Medium
Effort: Medium

Tools like Wix, Squarespace or WordPress can be cost‑effective if you enjoy tech and design. Even if you don't enjoy it, these are tools that can be learned, or you have a friend or family member who will make it for you. 

Expect to pay for your domain, hosting and any premium templates or plugins. Do factor in your time to set everything up, as this can add up when you're learning a new tool. 

You’ll also need a booking engine or Wordpress Plugin to actually take secure online bookings and sync your calendar with Airbnb, Booking.com and others.​

A DIY website can work well for single properties or small portfolios, as the set-up isn't overly complex.

An important step is to factor in the ongoing maintenance, security updates and content changes. Future changes are inevitable; circumstances and the law change, tools break, improvements are wanted.

We see this problem come up a lot for clients. When a friend or family member made the website, who will make future changes? Is the friend willing to commit to keeping the website up to date when needed? ​

Option 2: Web designer / developer + booking engine

Cost: Medium-High
Effort: Low-Medium

Working with an external web designer or developer gives you a custom site tailored to your brand.

Typical build costs range from around £1,000 into many thousands, plus monthly hosting and update fees.

They may still use Wix, Wordpress or Squarespace. This can be good, as you may have access to the page to make minor changes.

Alternatively they may make it using coding that you won't have access to, so you'll need their support for all future changes, and that comes with a cost.

You’ll still need a booking engine or PMS to power availability, prices and payments, often via an embedded booking widget on the site.​

This option suits owners who want someone else to do the technical work, create a highly bespoke design and are happy to pay and rely on their designer for future updates.​

Option 3a: PMS website builders (like Bookster)

Cost: Low
Effort: Low

Many PMS providers now include website options, ranging from Instant websites, to Website builders.

Some bundle Instant sites into their pricing plans; others charge extra.

With Bookster, Instant websites are included in all packages, so you get a mobile‑friendly site, live availability and secure online booking without paying a separate web fee.​

If you already have a site you love, you can simply add Bookster 'Book Now' buttons or responsive booking widgets to turn it into a direct booking site, often the most cost‑effective route for owners and small agencies.

Option 3b: PMS custom websites (like Bookster)

Cost: Medium-high
Effort: Low-Medium

Some PMS companies also offer a custom website option, giving you a highly customised website, built on top of your PMS tools. 

This works in complete harmony with your PMS. 

The costs will be similar to the costs for an external web developer / designer, as they will be creating a bespoke website for your brand. You could expect to pay from £1000 upwards. 

If you want to make changes to the website, it's likely that you'll have to ask and pay your PMS to make the changes on your behalf. Some companies build a number of changes per year into your fee, others charge on top so you only pay when you actually need a change. 

When you move to another PMS, the website cannot move with you, as the structure is based on your PMS service. 

Hidden costs and smart decisions

Whatever you choose:

• Host on your own domain – our website research showed sites on their own domain typically perform better for search and bookings.​

• Check for booking fees – some providers charge a percentage on every direct website booking.

• Plan for updates – content, photos and information will need regular refreshes; build this into your time or budget.​

• Work with people who really understand how to turn lookers into bookers and add trust signals for your specific industry.

A direct booking website is an investment, but with the right setup it quickly pays for itself through lower Channel / OTA fees (like Airbnb), stronger branding and more repeat guests.​