I work with accommodation providers throughout Scotland, helping them grow bookings for their yurts, hotels, B&Bs, cottages, and lodges. Growth only comes from hard work and strategy. This is where I help, making the marketing process easier and providing a fresh perspective built from over 15 years of expertise in accommodation marketing and a lifetime of marketing knowledge.

I’ve created this blog post to help Scottish holiday property owners boost direct bookings. I know how frustrating it is to see third-party platforms like OTAs (online travel agencies) such as Booking.com and Airbnb eat into profits. While these platforms have their place, growing direct bookings should be a top priority to maintain control over your business, reduce commission fees, and foster closer relationships with your guests. Here are some actionable strategies to help you maximise direct bookings.

1. Optimise Your Website for Conversions

Your website is your digital storefront. Ensure it’s designed to captivate visitors and convert them into guests.

• Clear Navigation: Make it easy for visitors to find information about rooms, amenities, and pricing.

• Mobile-Friendly Design: With many travelers booking on mobile, your site must look great and function seamlessly on all devices. A simple test for this is to view your site on mobile, navigate it as if you are discovering more about the property, and then go to make a booking. Can the process be simplified? Is it easy to find the information? Would you be compelled to book if you were looking for somewhere to stay?

• Fast Load Times: Slow websites drive potential guests away. Optimise images for speed and ensure nothing on the website will slow it down.

• Direct Booking Incentives: Offer exclusive deals, such as discounts or free breakfast, to guests who book directly. Simply having the statement ‘THIS WEBSITE HAS THE LOWEST PRICES: GUARANTEED’ as how frustrating it would be if a customer looked at the property on your website and then left to book on Booking.com or another OTA. However, this happens, so seal the deal rather than send them off looking for a better price for your property.

2. Showcase What Makes Your Property Unique

Scotland’s accommodation market is diverse, from charming B&Bs to luxurious castles. Highlight your unique features to stand out. A good way of establishing this is to read the reviews and see what makes you unique, which may be the building, the location, or something else.

• Professional Photography: Invest in high-quality images that capture your property and its surroundings. Good photography will reduce the risk of under-selling your offering.

• Compelling Copywriting: Tell the story of your accommodation and what makes it unique. If written correctly, this text will dramatically help your SEO (Search Engine Optimisation), helping you to be more discoverable on Google.

• Local Experiences: Highlight nearby attractions, events, and experiences to entice guests seeking authentic Scottish adventures. What you can do, where you can eat, etc., are vital components of a successful holiday, so do make sure you have extensive content that will help to convince the potential customer that your property is in an excellent location with quality amenities, attractions, and places of beauty to enjoy.

3. Build a Strong Social Media Presence

Social media is a powerful tool for connecting with potential guests and showcasing your property.

• Engaging Content: Share photos, guest testimonials, and updates about your property and the local area.

• Leverage Video: Create short videos of your property, nearby attractions, or seasonal events to draw interest.

• Social Proof: Encourage guests to tag you in their posts and to leave reviews to expand your reach

4. Implement a User-Friendly Booking System

A seamless booking experience is crucial for converting visitors into guests.

• Integrated Booking Engines: Use a secure, easy-to-navigate system that supports multiple payment methods. I can recommend options and even help you set them up.

• Clear Pricing: Be transparent about room rates, fees, and policies to build trust.

• Upselling Options: Offer add-ons like tours, meals, or late check-outs during the booking process. I have created an online shop for some clients to help them book upgrades such as petals on a bed for a romantic stay or balloons and Prosecco for a birthday celebration.

5. Use Email Marketing to Stay Connected

Email marketing helps you build relationships with past and potential guests. Even if they booked with an agent, you can start a direct connection with them.

• Welcome Offers: Entice first-time subscribers with a discount or special deal.

• Personalised Campaigns: Segment your audience based on their preferences or previous stays.

• Seasonal Promotions: Promote festive packages or off-season discounts to fill your calendar year-round.

6. Embrace Local SEO

Make it easy for guests searching for accommodation in Scotland to find you online.

• Optimise for Keywords: On your website, include phrases like “cozy B&B in Edinburgh” or “luxury lodge near Loch Ness.”

• Claim Google My Business: Ensure your listing is accurate, up-to-date, and filled with stunning photos.

• Encourage Reviews: Positive reviews on Google, TripAdvisor, and other platforms can enhance your visibility and credibility.

7. Partner with Local Businesses

Collaborating with other businesses can expand your reach and create unique guest experiences.

• Promote Local Tours: Partner with tour guides or activity providers to offer package deals.

• Feature Local Products: Highlight regional food, drinks, or crafts to enhance guests’ experience.

• Attend Local Events: Participate in Scottish tourism events to build connections and attract new guests.

8. Track and Analyze Performance

Monitor your booking trends and marketing efforts to identify what works best.

• Use Analytics Tools: Tools like Google Analytics can provide insights into visitor behaviour on your website and see how they’ve found you.

• Test and Adapt: Regularly test new strategies, such as different pricing structures or promotional campaigns.

• Guest Feedback: Collect feedback to understand what guests love—and what needs improvement.

9. Cater for Market Segments

Think about who you cater for. Is your accommodation accessible? Are you dog-friendly? Do you have strong green credentials? These are just three enormous drivers for holidays in Scotland. Make a big difference about what you offer, as people could search for this content. For example, if you are dog friendly, potential customers could search on Google for ‘Dog-Friendly holiday lodges in (area)’ to help discoverability. Consider dedicated pages about being dog friendly with details of great dog walks, etc.

Could you move to cater to a specific market or niche? Maybe you are located very close to one of RSPB’s reserves in Scotland, and you could theme your accommodation to bird spotters. Perhaps in the long term, you could adjust your property to make it accessible for disabled guests.

Conclusion

Scotland, with its breathtaking landscapes, historic landmarks, and vibrant culture, continues to attract travelers, including growing numbers of overseas guests. Being an accommodation provider in Scotland is challenging, with increased competition, new taxes, and rising bills. I hope this guide is helpful for you, with tips to boost direct bookings. If I can help you in any way with your accommodation business, please do get in touch.

About

Based in Loch Lomond, Paul Saunders Marketing works with clients throughout Scotland, providing marketing consultancy and creative digital media for businesses, charities and organisations of all sizes.

Services include marketing, commercial photography, brand design, website design, video production and social media, events & PR. Call Paul on 07810 481426 or contact him via the contact page to learn more.