Guide · Marketing

More direct bookings for your holiday rental — 7 levers that actually work

Updated 22 July 2026 · Approx. 7 min read

15 to 18 per cent commission per booking — on €30,000 of annual revenue that is €4,500 or more going straight to the portals. Most hosts cannot do without Booking.com and Airbnb entirely (and do not need to). But every percentage point you shift towards direct bookings is money in your pocket. These seven levers have proven themselves in practice — sorted by where you should start.

1. A website that builds trust

Your website is your home online — your rules apply here, and nobody takes a commission. To turn visitors into bookings it does not need to be a design masterpiece, but it does need: good photos (the single best investment you can make), fast loading on mobile, clear information on location, amenities and prices, and a face — guests book direct because they trust you, not a portal.

2. Be instantly bookable — not just “on request”

The most common direct-booking killer is the contact form: “Send an enquiry, we will get back to you.” Today's guest compares three properties in ten minutes — anyone who has to wait for a reply email books elsewhere (usually on the portal, where it works instantly). Your website needs a live calendar with real prices and instant booking. If you already work with Smoobu you have the foundation: calendar and rates live there centrally, and a booking engine like BineBoost makes them bookable on your website — in your design and without commission.

3. The direct-booker advantage

Give guests a reason to book direct: a slightly better rate, a later check-out, a bottle of wine or a more flexible cancellation policy. Important: check your portals' current terms on pricing — in many places you are now allowed to be cheaper on your own website, but the rules differ by portal and country. A “best price direct with your host” note on the website works wonders.

4. Look after your Google Business Profile

Free and massively underrated: a complete Google Business Profile (photos, availability, link to your website, reviews) puts you into local search and onto Google Maps — often the first point of contact when someone knows your name from a portal and searches for you “direct”. Actively ask happy guests for a Google review; a QR code in the apartment lowers the barrier.

5. Turn portal guests into repeat guests

The portals bring you the first contact — the rebooking belongs to you. During the stay you are free to talk to your guests: a business card with a QR code to your website, a friendly “next time feel free to book direct — it pays off for both of us”, a small returning-guest perk. Important: stick to the portals' communication rules before arrival; after the stay, the guest is your guest.

6. Bring reviews onto your own website

Direct bookers do not automatically see your Booking.com reviews. Quote the best ones (with attribution) on your website, or ask guests for a short statement for your site. Three genuine, specific voices (“The sauna after a day on the slopes!”) carry more weight than an anonymous star rating.

7. Become visible for the right searches

Instead of fighting the portals over “holiday apartment Tyrol” (hopeless), go for specific searches: your town plus a distinguishing feature (“holiday apartment Oetz with sauna”, “apartment Ötztal dogs allowed”). Answer the questions guests really ask on your website — how to get there, the ski bus, the bakery, the dog-friendly lake. That is honest SEO that still works in 2026 and helps your guests along the way.

Where to start?

1. Today: complete your Google Business Profile (30 minutes).
2. This week: make your website instantly bookable — calendar, prices, booking without detours.
3. This month: define your direct-booker advantage and make it visible in the apartment (QR card).
4. Ongoing: ask for a review after every stay.