Don't rely on Airbnb! Simple steps to attract more customers to your hotel's own website

With our experience of introducing about 100 multilingual tools per year, we provide important information for hotel managers. While OTAs (Online Travel Agencies) such as Airbnb and Booking.com can easily attract customers, are you troubled by high fees and opaqueness of customer data? Attracting customers through your own website is essential for stable hotel management. This article takes a deep dive into the essential reasons why hotels should now have their own websites instead of relying on Airbnb. I will also explain in an easy-to-understand manner how to create an attractive website, how to choose a reservation system, specific ways to attract customers using SEO and SNS, and CRM strategies to increase repeat customers. Of course, we will also introduce a combined strategy of using Airbnb wisely while gradually increasing the ratio of guests attracted to your website. This article will provide a roadmap for your hotel to sustainably attract more guests while reducing fees, connecting directly with customers, and building a strong brand.

Why hotels should now have their own websites instead of relying on Airbnb

The environment surrounding the lodging industry is constantly changing, and in recent years, it has become increasingly important for lodging facilities such as hotels and Japanese-style inns to focus on attracting guests through their own websites. OTAs (Online Travel Agents) such as Airbnb, Booking.com, Rakuten Travel, and Jalan.net have been used by many facilities as an easy way to attract customers. However, there are risks and disadvantages to relying too heavily on these platforms that should not be overlooked. In this chapter, we will take a deeper look at the reasons why hotels should now have their own websites instead of relying on Airbnb and other OTAs, and the intrinsic value of these sites.

Advantages and disadvantages of attracting Airbnb and OTA customers

First, let's sort out the advantages and disadvantages of attracting guests through Airbnb and other online travel agencies (OTAs), which many lodging facilities use. By understanding the characteristics of each, the need for your own website will become clearer.

Advantages Easy customer attraction and broad reach

The biggest advantage of using Airbnb and major OTAs is thatEasy customer attraction and vast reachin the United States. These platforms already have a huge number of users and can reach potential customers much more efficiently than individual lodging facilities can do their own marketing. Especially for facilities that have just opened or are not yet well known, they can be a very effective means of acquiring customers in the early stages. The platform also provides multilingual support and payment systems, so there is little burden on the accommodation facility side, which is also a major attraction.

Disadvantages High fees and opacity of customer data

On the other hand, there are some disadvantages to Airbnb and OTA customer attraction that cannot be ignored. One of the most significant problems is,High fees deducted from the room rateIt is. This fee puts significant pressure on the facility's profitability, resulting in lower profit margins. In addition, because the point of contact with the customer is through the platform,Customer data is not stored on the lodging facility side.This is a fundamental challenge. Valuable information such as customer reservation history, preferences, and contact information is managed by the platform, making it difficult for lodging facilities to directly leverage this information to nurture repeat guests and provide personalized service. Furthermore, there is always the risk that changes in platform terms and conditions or changes in display ranking algorithms can cause instability in attracting guests.

(data) item	Advantages of Airbnb/OTA Attracting Customers	Disadvantages of Airbnb/OTA customer attraction
ability to attract customers	Attract customers easily, reach a wide range of users, and reduce initial costs	Dependence on platforms, intensified price competition
profitability	-	Profit squeeze due to high commissions
Customer Data	-	Opaqueness of customer dataDifficulty in fostering repeat business
brand	-	Risk of changes in terms and conditions, restricting the expression of the brand image

The intrinsic value of attracting customers to a hotel's own website

Having understood the advantages and disadvantages of Airbnb and OTAs, let's now delve into the intrinsic value that attracting customers to a hotel's own website brings. Your own website is more than just a booking window; it is an essential asset for the growth and stability of your business.

Improved profitability and reduced fees

The increase in direct bookings on the company's own website will help the accommodationDramatically improve profitabilityThis is because the high commissions that arise from reservations made through OTAs are no longer necessary, and the company can directly earn a profit on these bookings. For example, if the room rate is 10,000 yen and the commission is 15%, with OTA, only 8,500 yen will be retained, but with the in-house site, the entire 10,000 yen will be profitable. The more reservations you make, the larger this difference becomes, which directly leads to business stability. The reduced commissions can be used to improve customer service, invest in facilities and equipment, and provide employee benefits,Building a healthier management structureYou will be able to.

Accumulation of customer data and cultivation of repeat customers

By making reservations through its own website, the lodging facility is able toAccumulate customer data directly and in detailYou can. This is one of the most valuable assets that OTAs cannot provide. By knowing a customer's name, contact information, reservation history, purpose of stay, preferences, and other information, you can provide personalized service and information tailored to each individual customer. For example, send birthday discount emails to customers who have stayed at the hotel in the past, or suggest specific seasonal offers,Effective measures to nurture repeat customersYou can develop a By building a direct relationship with your customers, you can build long-term customer loyalty that does not end with a mere one-time stay.

Establish and control brand image

The company's website is a lodgingFreedom to express and control brand imageIt is the only place where the concept, commitment, and unique charm of the facility, as well as the thoughts of the owners and staff, can be fully expressed through photos, text, and design, which cannot be conveyed in OTA's standardized format. This allows the OTA to differentiate itself from competing facilities and strongly appeal to its target customer base. In addition, emergency information and announcements of special events can also be quickly and accurately posted on the company's website,Increase brand credibilityIt will also lead to Your own website can be an important platform for building a worldview of your accommodations and fostering a deeper bond with your customers.

Preparation Steps for Successfully Attracting Customers to Your Hotel's Own Website

In order to successfully attract customers to a hotel's own website, it is extremely important to prepare the website and reservation system that will serve as the foundation of the hotel's website. Insufficient preparation will increase the likelihood that your efforts to attract visitors will fail to produce results. Let's take a closer look at how to build an attractive website and how to select a convenient reservation system.

Building a website that maximizes appeal

A hotel's own website is the "face" of the hotel, the first point of contact with customers. If this "face" is not attractive, customers will go to other websites. Let's take a look at the key points of building a website that will capture the hearts and minds of customers and lead them to make reservations.

User-friendly design and mobile compatibility

In today's world, a website has no meaning beyond simply existing. We need to create a website that allows customers to access information and make reservations smoothly and stress-free.User Experience (UX)It is essential to provide Especially with the proliferation of smartphones, websitesMobile FriendlyThe conversion is a mandatory requirement.

When building a website, keep the following points in mind

• Adoption of responsive design: Optimized display no matter which device is used to access the site, including PCs, smartphones, and tablets.responsive designAdopt a "one-stop-shop" system. This allows customers to comfortably view information and proceed with reservations anytime, anywhere.
• Intuitive navigation: Keep the menu structure and navigation simple and easy to understand so that customers can get to the desired information (rooms, rates, availability, access, etc.) without hesitation.
• Optimization of reservation leads: Reservation buttons should be placed prominently and designed to ensure a smooth transition to the reservation form. Input items should be kept to a minimum to prevent customers from leaving the site.
• Page loading speed: Slow page loading speeds cause customers to stress about waiting and leave the site. Optimize your images and choose the right server to achieve fast display speeds.

High-quality photography and engaging content creation

One of the most important factors that customers consider when choosing a hotel is the image they will have after their stay. To convey this image concretely,High quality photosandAttractive contentis essential.

• Photography by professional photographers: Photos taken with a smartphone cannot fully convey the charm of your hotel. Hire a professional photographer to take beautiful photos of every space of your hotel, including guest rooms, lobby, restaurants, hot springs, and exterior. By using the right light and angles, the photos canHotel Attractionand atmosphere should be conveyed.
• Use of video and virtual tours: Complement the sense of presence and space that photos alone cannot convey with video and virtual tours. By making guests experience the hotel as if they were actually there,Visual appealis greatly improved.
• Attractive text content: In addition to photos and videos, text content is also important. Describe in a specific and attractive manner the type of rooms, facilities, amenities, services offered, hotel concept, nearby tourist information, and other information that customers want to know. The customerImage after your stayA narrative text that can expand the "story" is also effective.
• Multilingual support: To capture inbound demand, it is essential to make your website multilingual. By supporting the languages of key target countries, you will be able to reach a wider range of customers.

The Importance of Selecting a Reservation System

The reservation system is as important as the website in attracting customers to your site. The ability of customers to complete reservations smoothly directly affects your bottom line. Choose a reservation system that is convenient and secure.

Recommended reservation system features that are easy to implement

When selecting a reservation system, make sure that it does more than simply accept reservations; it has features that will streamline your hotel's operations and enhance guest convenience. Below are some of the key features to consider and how to choose the right one.

With these features in place, customers canReal-time availabilityand can proceed with the reservation with confidence. Also,multilingual supportand ... andChannel Manager Collaborationwill also contribute to the efficiency of hotel operations.

Diversity of payment methods and security measures

In order for the customer to complete the reservation with peace of mind,Diversity of payment methodsandSecurity measuresis extremely important. If the payment process is not smooth or security is compromised, the customer may give up on the reservation.

• Provide a variety of payment methods: We can accept credit card payments (Visa, Mastercard, JCB, and other major brands), debit cards, bank transfers, and the QR code payments (PayPay, LINE Pay, etc.) and e-money that have become increasingly popular in recent years.Customer ConvenienceEnhance the Especially when targeting international customers, it is essential to support payment methods they are familiar with.
• Robust security measures: Your reservation system handles important personal information such as your name, address, contact information, and credit card information. To protect this information, make sure the following security measures are in place
  • Communication encryption by SSL/TLS: A "key symbol" indicating that the communication between the website and your browser is encrypted, or a URL that begins with "https://" gives you peace of mind.
  • PCI DSS compliant: Choosing a system that complies with the Payment Card Industry Data Security Standard (PCI DSS), an international security standard for the secure handling of credit card information, minimizes the risk of information leaks.
  • Clearly state your privacy policy: Post a privacy policy on your website that clearly states how you collect, use, and protect your customers' personal information.

By taking these measures, customers can enter their personal and payment information and complete their reservations with confidence.Security measuresis a customer'sreliabilityThis is one of the most important factors in establishing

Practical measures to increase the hotel's ability to attract customers to its own website

In order to successfully attract visitors to a hotel's own website, it is essential not only to build a website, but also to take proactive measures to attract visitors. Here,From SEO to increase natural inflow, SNS utilization, paid advertising, and nurturing repeat customersWe will introduce you to a multifaceted approach.

Search Engine Optimization Increase natural inflow through SEO

Search engine optimization (SEO) is an important strategy for increasing natural traffic from search engines such as Google.Optimize your website to make it easier for potential customers to find your hotel!The following is a list of the most common problems with the

Keyword selection by hotel name or region name

Users who are considering staying at a hotel will most likely search for a specific region or hotel name. Therefore, in SEO for their sites,Basic keywords such as "area name + hotel" or "area name + ryokanas well as "00 Hotel Official Website",The hotel name itself is also an important keyword.will be.

In addition, more specific needs such as "name of area + hot springs + pets allowed" or "00 station area + business hotel + breakfast included".Be proactive in incorporating long-tail keywords!. Although these keywords have low search volume, they tend to have high conversion rates because the user's search intent is clear. It is important to utilize keyword selection tools and other tools to gain a deep understanding of what words your target customers are searching for.

Get the most out of your Google Business Profile

Google Business Profile is a very powerful tool in attracting hotel guestsThe hotel must provide accurate and attractive information, as detailed information will be displayed when the hotel is searched for in Google Search or Google Maps.

Specifically, the following items areKeep it up-to-date and enriched!The following is a list of the most common problems with the

• Basic Information: exact address, phone number, website URL, hours of operation, check-in and check-out times.
• Photos & VideosInclude many high-quality photos and videos of: guest rooms, lobby, restaurants, exterior, surrounding facilities, etc. that showcase the hotel's appeal.
• Reply to Reviews: Responding promptly and courteously to word of mouth from customers, whether positive or negative, will improve credibility.
• Posting FunctionThe following is a brief overview of the service: Send out timely information such as limited time offers, event information, and seasonal special menus to attract users' attention.
• attribute informationRegister details of services and facilities offered by the hotel, such as: availability of Wi-Fi, parking, barrier-free access, and whether or not pets are allowed.

By making the most of your Google Business Profile,Increases visibility in search results and direct leads to reservationsThe following is a list of the most common problems with the

Creating blog content that talks about the lodging experience

Having a blog section on the hotel's own website is not only effective for SEO,Very effective in increasing engagement with potential customersIt is. The blog is more than just hotel information,Attractive content that evokes the "lodging experienceSend out the

For example, the following themes could be considered

• Nearby Tourist InformationThe hotel will also provide seasonal information on recommended sightseeing spots, restaurants, and other interesting places near the hotel to promote the value-added value of staying at the hotel.
• Hotel's CommitmentThe program will delve deep into the hotel's personality: the concept behind the guest room design, the attention to detail in the food ingredients, and the staff's passion for service.
• Seasonal Events: Introduce local festivals and events, as well as limited-time-only events held in the hotel, to encourage visitors to come and visit.
• Guest Comments: With your permission, we will post real-life stories and photos of your stay to enhance credibility.
• Answers to Frequently Asked QuestionsThe information provided will: check-in/check-out, luggage storage, amenities, and other information that will answer any questions you may have prior to your stay.

Through these contents, users gain a deeper understanding of the value that the hotel offers,You will have a concrete image of "this is where I want to stay."In addition, by including appropriate keywords in your blog posts, you can expect to receive traffic from a variety of search queries.

Move to Japan is a specialist in inbound support services, supporting over 100 multilingual websites per year. We can make your website multilingual for as little as ¥29,000. Click here for more information 👉 https://movetojapan.support

Strategies to attract customers using SNS

Social media (SNS) are,A powerful tool for visually communicating hotel attractions and communicating directly with potential customersIt is. Understand the characteristics of each social networking service and use them effectively.

Visual appeal on Instagram and X old Twitter

Instagram is a great platform for visually engaging hotels with beautiful photos and videosIt is. The interior design of the rooms, the quaint gardens, the colorful food, the ambiance of the lobby, and the spectacular views of the surrounding area,High quality content that makes users want to stayPost the following information. It is also effective to use the Reel and Stories functions to communicate more realistic experiences and daily life. Use hashtags effectively to expand your reach to potential customers.

On the other hand,X (formerly Twitter) is well suited for real-time information dissemination and user interactionThe system can stimulate users' desire to stay at a hotel. Timely dissemination of information on room availability, last-minute discounts, event announcements, and nearby weather information can stimulate users' desire to stay at a hotel. Also, by promptly replying to questions and comments from guests,Get closer to your customers and increase their familiarity with youThe following is a list of the most common problems with the

How to operate to increase guest engagement

SNS is more than just an information dissemination tool,Communication tools to deepen relationships with guests and potential customersIt is. Use the following operational methods to increase engagement.

• Polite replies to comments and direct messages: Replying to customer questions and feedback in a prompt and friendly manner increases trust and good feeling.
• Use of User Generated Content (UGC): Share photos and videos of your hotel posted by guests on your official account with their permission. This is a very reliable and realistic evaluation from a third party.
• Campaigns and gift programsSNS: We will implement SNS-only discount coupon and accommodation voucher giveaway campaigns to attract followers and promote diffusion of the campaign.
• Use of Live StreamingThe hotel's facilities, cooking demonstrations, Q&A with staff, and other activities will be presented in real time through live streaming to deepen interaction with the audience.

Through these measures,SNS is not just an advertising medium, but a place to foster bonds with customersLet's use this as a

Effective use of paid advertising

Paid advertising is,Immediate and pinpoint approach to a specific target audienceIt is a powerful means of attracting customers. It is costly, but when operated effectively,Significantly increase the flow of traffic to your sitewill be.

Use of Google ads and SNS ads

Paid advertising includes mainlyGoogle ads (search ads, display ads) and SNS ads (Facebook ads, Instagram ads, X ads, etc.)There are two types of It is important to understand the characteristics of each and use them for different purposes.

Type of Advertisement	Main Features	target demographic	Expected Benefits
Google Search Ads	Display linked to keywords that users search for	Stratum with apparent lodging needs.(e.g., a user searching for "area name hotel reservation")	Immediate reservation acquisition
Google Display Ads	Display on partner sites and apps with images and videos	Wide range of potential and interest groups	Increase brand awareness and identify potential customers
SNS advertising (Instagram, X, etc.)	Display based on user attributes (age, gender, interests) and behavioral history	Potential demographics, specific lifestyle demographics(e.g., love to travel, love to visit cafes)	Arousing interest and building brand image through visual appeal

Google search ads reach directly to the manifest audience that wants to be accommodated now.and are more likely to be directly linked to the acquisition of reservations. On the other hand,SNS ads approach potential customers who are not yet looking for a specific place to stay with attractive photos and videos of the hotel.and are well suited to elicit interest. Combined, they can effectively reach a wide range of customers.

Re-approach potential customers with retargeting ads

Retargeting ads (also called remarketing ads) are,Re-displaying ads to users who once visited your hotel's website but did not make a reservation.It is. This is evidence that the user had some interest in your hotel,Very high conversion rates can be expected.The following is a list of the most common problems with the

For example, "users who viewed the room page but did not make a reservation" can be shown ads that emphasize the room's attractiveness and limited-time discount information, while "users who proceeded to the reservation page but left" can be shown ads that emphasize the ease of the reservation process and special offers,Personalized messages based on user behavior historycan be sent.

Retargeting ads are,An important strategy for not missing out on prospects once acquired.and should be actively utilized to cost-effectively attract customers.

CRM Strategies to Increase Repeat Customers

Acquiring new customers is important, of course,Increasing repeat customers is essential for long-term business stability and profitability.It is. Implement a Customer Relationship Management (CRM) strategy to build ongoing relationships with your customers.

Introduction and use of customer management systems

The customer relationship management system (CRM system) is,Tools for centralized management of guests' names, contact information, past stay history, preferences, special requests, and other informationIt is. By utilizing these information,Provide personalized service tailored to each customerYou will be able to.

For example, special messages and discount coupons can be sent to past guests on their birthdays, or guests who prefer a particular room type can be given priority for the availability of that room. Also, by recording allergy information, history of stays on anniversaries, etc,It will also lead to better service the next time you stay at the hotel and increase customer satisfaction.The following is a list of the most common problems with the

By implementing a CRM system and using customer data strategically,Strengthen your bond with your customers and encourage repeat stays!The following is a list of the most common problems with the

Disseminating information via e-mail newsletters and official LINE accounts

Based on customer information accumulated by the customer management system,Continuous information dissemination to customers through e-mail newsletters and official LINE accountsDo the following.

• e-mail magazine:
  • Thank you e-mail after your stay: Express your gratitude and encourage them to stay the next time they visit.
  • Exclusive Offers and Advance Reservation Information: Special offers for newsletter members only, advance reservation information for popular seasons, and other special offers.
  • Seasonal Event Information: Introduce information on sightseeing in the area and seasonal events at the hotel to create an incentive to return.
• Official LINE Account:
  • Real-time information disseminationPush notifications deliver information directly to customers, such as: availability information, same-day limited discounts, and urgent event announcements.
  • Coupon delivery: Distribute LINE-only discount coupons, drink service coupons, etc. to encourage customers to visit the store.
  • chat functionThe company responds promptly to inquiries from customers and lowers the hurdles to making reservations.

through these channels,It is important to keep in touch with customers and make sure they do not forget about the hotelIt is. By providing valuable information on a regular basis, your customers will recognize your hotel as a "go-to" destination and will grow to become repeat customers.

Smart strategy to use Airbnb and your own website together

A mechanism to guide visitors to the company's website using Airbnb as a gateway to the company's website

Airbnb is a powerful customer attraction tool that can easily reach a wide range of new customers. However, the high fees can also put pressure on profits, right? That's where Airbnb comes in.The "entry point" for new customer acquisitionWhile utilizing the customer as a "customer", develop a strategy to direct that customer to your website and nurture them as a repeat customer.

Specific ways to direct guests to the site include communicating the existence and appeal of the company's website when guests check in, in-room information, or in a thank-you e-mail after check-out. For example, "Next time you make a reservation, take advantage of our special discount, available only on our official website,Specific benefits to encourage bookings on the company's websiteIt is effective to present a It is also a good idea to place a QR code to the company's website in the welcome book or on the information board in the guest room for easy access.

Airbnb cannot offer this service, only on our own site.Repeater discounts and unique accommodation plansIt is important to have a clear division of roles between Airbnb as a foothold to attract customers and your own website to build long-term relationships with customers and increase profitability.

Use of channel managers to clarify the role of each channel

Implementing a channel manager is essential to efficiently manage multiple online reservation channels (OTAs and company websites). The channel manager is responsible for each channel'sCentralized management of availability and rate plans, automatically updated in real timeThe system is designed to

This not only greatly reduces the risk of overbooking, but also reduces the need for inventory management and improves operational efficiency. In addition, the use of channel managers makes it easier to clearly define the role of each channel. For example, it would be possible to operate strategically, with Airbnb specializing in attracting new customers and the company website focusing on nurturing repeat customers and offering high-profit plans.

Channel managers can also help you maintain rate parity (i.e., the same rates on your site as on the OTAs) and flexibility in offering special offers and plans that are exclusive to your site. This will make it easier to implement a strategy that favors direct bookings on the company's own site while ensuring exposure on the OTAs.

channel	Main Role	Advantages	demerit
Airbnb	Acquire new customers and reach a wide range of demographics	Easy to attract customers, high exposure, and reach travelers around the world	High fees, limited customer data, limited brand control
Our Site	Cultivate repeat customers, improve profitability, and establish a brand image	Zero fees, detailed customer data accumulation, free brand expression	Requires effort to attract customers, initial investment, time and effort to manage the site

Migration plan to gradually increase the percentage of in-house sites

It is not realistic to immediately reduce the number of customers attracted from OTAs, including Airbnb, to zero. Rather,Increasing the percentage of in-house websites in stagesThe key to success is to have a realistic and sustainable transition plan.

Phase 1: Infrastructure building and data collection

At this stage, you should first focus on increasing the SEO of your own site and maximizing your Google Business Profile to increase natural search traffic; collecting customer data from Airbnb (to the extent possible, while taking into account privacy laws) to cultivate repeat customers; and It's time to start building a list, maintain exposure on OTAs, and start taking smaller measures to direct people to your own website.

Phase 2: Full-fledged efforts to attract customers to the company's website

Enhance attractive plans and special offers that are exclusive to the company's website, and utilize SNS and Google ads to attract more customers directly to the company's website. We will also focus on content marketing, including blog content that discusses the lodging experience,Get more traffic from natural search!At this stage, consider gradually reducing reliance on OTAs. For example, adjusting the number of inventory on OTAs or increasing the price advantage of your own site can be effective.

Phase 3: Shift to an in-house website-centered operation

Ultimately, we aim to have a majority of all reservations made directly from our own website. Maximize the use of customer relationship management (CRM) systems,Deepen customer engagement and increase repeat businessOTAs will shift their position to that of a complementary channel to attract customers at specific times of the year and to specific target groups. This plan needs to be adjusted flexibly depending on the size of the hotel and the target audience, but it is important to steadily build a system to attract customers that takes advantage of the strengths of the company's own website.

summary

This article acknowledges the convenience of Airbnb and OTAs, but explains their challenges such as high fees and opacity of customer data. In order for hotels to sustain growth and improve profitability, it is essential to attract customers mainly through their own websites. In-house websites bring not only reduced commissions, but also the intrinsic value of accumulating customer data and establishing a brand image.

It is important to increase the number of repeat guests by improving the ability to attract guests through multifaceted measures such as SEO, SNS, paid advertising, and CRM, etc. It is a wise strategy to use Airbnb as an entry point and increase the percentage of reservations on your own site in stages, while using the channel manager wisely in combination. Now is the time to get serious about attracting customers to your website and build a stable business foundation.

Move to Japan is a specialist in inbound solutions, supporting more than 100 multilingual websites per year.
We can make your website available in multiple languages for as little as ¥29,000.

Click here for more information 👉 https://movetojapan.support