Direct bookings
Book Direct Incentives That Work for Glamping Sites
Small, clear reasons to book on your own site, and where to put them so guests see them.
A guest finds your shepherd’s hut on a listing site, and you pay commission on the stay. Book direct incentives give them a reason to use your own site instead. The ones that work are a modest discount, a small perk that costs you little and flexible terms. Put them where guests actually look, and keep the offer to one line.
Listings still help you get found. But guests often search for your own site afterwards, hoping for a better deal or because they know you keep more of the money. That’s your chance, and it only takes a clear offer waiting for them.
Book direct incentives that work best
The best incentives are the ones guests understand in a few seconds and you can deliver without extra work. Most fall into three groups, which are price, perks and flexibility.
| Incentive | What it costs you | Good for |
|---|---|---|
| Percentage or fixed discount | Some income on each stay | Quiet midweeks and shoulder season |
| Extra night or longer-stay deal | A night that may otherwise be empty | Filling gaps in the calendar |
| Welcome hamper, firewood or a bottle | A small, known cost | Weekends when you don’t want to cut the price |
| Early check-in or late check-out | Nothing, if the changeover allows | Guests travelling a long way |
| Free date changes | Some admin | Guests nervous about weather or plans |
| Discount on a return stay | Income on a stay you may not have had | Turning one-off guests into regulars |
Pick one price incentive and one perk at most. Too many options make the offer harder to read, and harder for you to run.
Keep the discount below your commission
A direct booking discount works when it’s smaller than the commission you’d have paid on the same stay. You still keep more money, and the guest still gets a better deal than they’d find on the listing.
Say a pod costs the same on every channel. Give direct guests a small discount, and you’ve saved them money while still earning more than you would through the listing. If you’re unsure of the number, work it out from your own listing statements, not from a rule of thumb.
Millie the Hut’s site brought 42 direct bookings in its first year, saving the owners over £3,000 in commission.
Write the message guests see
The message should say what the guest gets, in plain words, in one line. Vague offers like “special rates available” get ignored.
Here are some examples that work for a small site.
- “Book direct and get a welcome hamper with every stay.”
- “Book direct for free early check-in, when the hut is empty the night before.”
- “Book direct and change your dates free of charge up to 14 days before you arrive.”
Only promise what you’ll actually do, and set the terms that suit your own business, such as the notice period for a date change. If a perk depends on the changeover, say so in the line.
Put the benefit first and the booking button next to it. Guests often browse on mobile, so keep the wording short enough to read without scrolling.
Where to show your incentives
Show the offer at every point where a guest decides where to book. One line in each of these places is enough.
- Homepage. A short banner or line near the top, above the dates.
- Booking page. Next to the calendar and the price, where the choice gets made.
- Booking confirmations. Mention your return-stay offer, so guests think of you first next time.
- Replies to enquiries. If someone messages you from a listing, tell them about your direct offer in your reply.
- At the property. A card in the hut or pod with your website and the return-guest offer.
- Google Business Profile. A short line in the description or in a post, if you use one.
Make sure the booking page works on a phone. If a guest has to pinch and zoom to see your offer, the listing is easier and they’ll go back to it.
What to avoid
Most book direct offers fail because they’re confusing, not because they’re too small.
Before you publish your offer, run through this short list.
Skip big discounts on peak weekends, where you’d probably fill anyway. And don’t promise a perk, then forget it. A missed hamper costs you more in goodwill than the hamper would have.
FAQs
How big should a direct booking discount be?
Keep it smaller than the commission you would pay on a listing booking, so you still earn more from every direct stay. Many owners start small and test it. If bookings don’t move, add a perk rather than cutting the price further, because perks usually cost you less than a deeper discount.
Can I offer a lower price on my own site than on a listing?
Some listing sites have rules about pricing elsewhere. Read your agreement before you advertise a lower rate. If the rules are strict, use perks such as early check-in, a welcome hamper or free date changes instead. Those add value for direct guests without touching your listed price.
Are perks better than discounts?
Often, yes. A welcome hamper or late check-out costs you little and feels generous to the guest. A discount cuts your income on every stay. Many owners use both, with a modest discount and one perk that is easy to deliver and easy to describe in a single line.
How do I tell guests about my direct booking offer?
Put one clear line on your homepage, your booking page and your booking confirmations. Mention it in replies to guests who message you from a listing. Keep the wording short and specific, so a guest can see the benefit in a few seconds.
If you’re not sure your site makes the offer easy to find, send us your website and we’ll tell you, for free, what’s stopping it getting bookings.