How to set up a hotel website to increase direct bookings

In the past decade, the hospitality landscape has changed dramatically. Over 80% of travellers now search for and book accommodation online — and while OTAs dominate search results, 52% of users still visit a hotel’s official website after finding it on an OTA. The challenge? 76% end up booking on the OTA anyway.
The difference between a visitor and a direct booking often comes down to how effective your website is. And the good news is: with the right structure, visuals and tools, turning your site into your main reservation channel is easier than you think.
In this article, we’ll share key insights from our free guide “How to Set Up a Hotel Website to Increase Direct Bookings” — and show you why every independent hotelier should download it.
1. Connect a Booking Engine — and Stop Losing Revenue
Imagine converting just one OTA booking per day into a direct booking.
That’s around £14,600 more revenue per year staying in your pocket instead of going to commissions.
A booking engine is the foundation of any website built for conversion. But not all booking engines are equal:
- ❌ Off-site booking tools force users to leave your site, breaking the experience and lowering conversions.
- ✅ On-site booking engines keep users on your domain, match your brand design, support multiple languages, and integrate extras seamlessly.
The takeaway: centralise everything and keep guests on your site. A smoother booking journey means more revenue for you.
2. Your Homepage Is Your Hotel’s Reception Desk
Your homepage is the first impression travellers get of your property. It must not only look beautiful — it must convert.
Here’s what matters most:
- 📸 Strong visuals: The hero image should take up around 80% of the screen and instantly immerse visitors in your world.
- ✍️ Clear messaging: A short, compelling sentence should convey your hotel’s atmosphere.
- 🧭 Smart structure: At least three sections, mixing image + text and text + image, keep reading effortless.
- 🛎️ A visible booking bar: It should always be accessible to encourage immediate action.
Think of your homepage as your reception area — make guests feel welcome and excited to stay.
3. Showcase Rooms Like a Pro
Room pages are where potential guests make their final decision. To increase conversions:
- Create at least two levels: a general overview and individual room detail pages.
- Always display a booking bar.
- Add clear pricing (never higher than on OTAs).
- Use high-quality images — at least three per room, with zoom or slideshow options.
- Offer a “Find out more” button to guide exploration.
When done well, your room pages don’t just inform — they sell.
4. Choose the Right Way to Build Your Website
There are three main options for creating your site:
- Freelance developers or agencies – great if you have budget and want a fully custom site, but updates can be costly and slow.
- Generic website builders – easy to use but not designed for hotels, often lacking essential features.
- ✅ Specialised platforms like Amenitiz – built by hoteliers, for hoteliers, with an integrated booking engine, channel manager and tools that help you manage and update your site independently.
With Amenitiz, you can have a fully functional website online in as little as two hours — optimised from day one to attract direct bookings and save time on daily operations.
📘 Ready to Transform Your Website?
Your website is more than just an online brochure — it’s the most powerful tool you have to win back control over your bookings.
Our free guide, “How to Set Up a Hotel Website to Increase Direct Bookings”, walks you through each step in detail, from choosing visuals to selecting the right booking engine. It’s packed with practical tips to:
- Reduce OTA commissions
- Boost conversion rates
- Improve guest experience
- Increase direct revenue