Published on
January 17, 2024

What Is the Billboard Effect and How Can It Increase Hotel Direct Bookings?

In the dynamic realm of online travel, where choices abound and preferences evolve, you wield the power to shape your property's success. Among factors that influence the choices of potential guests, the Billboard Effect stands tall as a potent force, capable of steering the trajectory of your property's direct bookings. In the following blog, we will dive into the Billboard Effect.

What is the Billboard Effect?

The Billboard Effect is a phenomenon where potential guests come across an accommodation listing on Online Travel Agencies (OTAs), but do not immediately book. Instead, they visit the property's direct website to gather more information about the property, amenities, and room rates before making their final booking decision. This happens because your hotel's website gives them a better understanding of your unique offerings, special offers, and direct booking benefits.

Numbers Speak Louder Than Words

Research from has revealed that  OTAs command a substantial share, capturing over 30% of total site engagements. The pivotal question emerges: How does the prevalence of OTAs influence the realm of direct bookings?

Does the Billboard Effect retain its significance? Research from Otamiser shows that 65% of all direct bookings come from guests who found a property through an OTA, while 18% of direct bookings use the OTA to make inquiries.

However, it's crucial to note that the effectiveness of the Billboard Effect hinges on consistency. Discrepancies between OTA listings and your website can lead to frustration, diverting potential guests back to their initial OTA encounter. Thus, treating OTA listings as an extension of your website is pivotal, ensuring seamless experiences that resonate with explorative guests.

Implementing Billboard Effect Strategies

The first step in harnessing the potential of the Billboard Effect is creating an engaging website. An essential element, a user-friendly, visually captivating, and easy-to-navigate official website serves as the key to encouraging direct bookings. By seamlessly guiding potential guests through their journey, your website transforms into a virtual showcase of your offerings – an irresistible invitation to experience your property firsthand.

With our innovative solution, the Otamiser Booster, you can take your strategy a step further. The Booster significantly enhances your property's visibility on OTAs by elevating your OTA ranking, expanding your reach, and driving an increased flow of traffic to your official website – a direct pathway to transform casual browsers into enthusiastic guests.

In the ever-evolving world of hospitality and online travel, the Billboard Effect stands as a dynamic catalyst for direct bookings. By combining the potency of an engaging website with the strategic advantages of Otamiser Booster, you have the tools at your disposal to maximize this effect and shape the trajectory of your property's success.
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