Owner playbook · Direct enquiries
Airbnb vs a direct booking website: what should owners choose?
The strongest booking mix is the one that fits your property, your guests and the work you can sustain. A marketplace and your own website can play different roles.
What each channel does well
Airbnb can put a stay in front of people already searching and offers a familiar booking process. A direct website gives you more control over your story, the guest journey and the relationship you build. Each has costs and operational demands, so assess its contribution rather than assuming every booking would otherwise come directly.
Compare the full picture
Track nights booked, revenue after fees, cancellations, length of stay, acquisition spend and the time required to manage each channel. SiteMinder’s 2025 hotel data reported average booking values of US$516 through hotel websites and US$312 through OTAs. That is a hotel booking-value comparison, not profit and not a forecast for holiday rentals. Your own figures should guide your decisions.
When direct booking is ready to grow
Guests need a clear reason to trust and choose your site. Show the property accurately, explain who it suits, make location and policies easy to understand, and provide a secure, simple enquiry or booking route. Keep availability current and respond promptly. A website supports discovery; it does not replace the work of earning it through search, referrals and past-guest relationships.
A practical next step
- Record a meaningful period of bookings and costs by channel.
- Improve the most common questions guests need answered before enquiring.
- Invite past guests to return only through appropriate, permission-based communication.
- Review net revenue and workload again before changing your channel mix.
There is no universal target for direct bookings. Build the channel deliberately, keep the guest experience consistent and let measured results—not a headline percentage—set the pace.