How do I win back guests who booked through an OTA?

During the stay

• Excellent service is the foundation — no offer replaces it.
• Show the benefits of booking direct: a card in the room, a mention at check-in or checkout.
• Offer a simple sign-up for your newsletter or member programme with clear consent.
• Collect preferences (with consent) that help you personalize the next stay.

At checkout

• Thank the guest and mention a returning-guest benefit for booking direct.
• Give them a card or QR code with your website and the benefit.
• Ask for a review — from every guest, without incentives, as Google's policies require.

After the stay

• Only email guests who have given you consent or where you otherwise have a lawful basis under the privacy rules that apply.
• Send relevant, occasional offers. See email marketing for direct bookings.

Respect contracts and rules

• OTA agreements may restrict how you use guest data supplied by the OTA, including masked email addresses. Check your terms.
• Never pressure guests to cancel and rebook.
• Make sure your direct-booking messages are accurate.

Make the next booking easy

• Your website should rank first for your name.
• The booking engine should be fast on mobile.
• The benefit promised at checkout must actually apply online.

See how to increase direct bookings.

Common mistakes

• Using OTA-provided contact details for marketing without checking terms and consent.
• Aggressive messaging that spoils the stay.
• Benefits promised in person that don't appear in the booking engine.

Checklist

• Direct-booking benefit explained during the stay
• Consented sign-up available
• OTA terms on guest data reviewed
• Review requests sent to every guest
• Returning-guest benefit works online