1. Start where customers start: If you have a Pay Per Click campaign does it clearly state that by Booking Direct you get the best deal? Does your ad include direct links to specific rates? Did you know that you can also have a link to a hidden rate on your Google Ad that you can only access through that link and therefore can’t be ‘rate parity checked’ by the OTA’s. 2. Clear Messages - Have you strong Book Direct messages on your website? Your web designer can add these for you and they work. Examples of clear Book Direct Messaging – Best Rate Guaranteed / No Booking Fee / Access to Exclusive Packages / Complimentary Upgrade (subject to availability) / Chance to win an upgrade to a suite etc etc etc. 3. Make it Emotive: Once we get them to your booking engine, how are you making them feel? We all know that the majority of purchases are made not through necessity (you have a competitive set remember) but they are made emotively. So how are making customers feel? Please, please stop using hotel acronyms like B&B or DBB. Even the standard bed and breakfast rates can be changed to ‘Stay with Breakfast’ or even ‘Breakfast Inclusive Rate’. It is no longer enough to say ‘Best Available Rate’ as this is often mis-leading and often not your best rate. Get the full story at Right Revenue Part 1, Part 2, Part 3 and Part 4