Building Sustainable Business Through Direct Bookings

In a recent team meeting, a colleague shared a story that stuck with us. A vacation rental company told them about landing a true “unicorn reservation” — a month-long stay worth more than $75,000. When asked how they pulled it off, their answer was refreshingly simple: “We picked up the phone.”

You see, the guest had researched companies — even asking ChatGPT for recommendations — and began making calls. The first two companies never even responded. The third did, and that made all the difference. By answering the phone, following up, and showing genuine care, they won the $75,000 booking. It was a powerful reminder that even in a digital-first world, the human touch still closes the deal. After all, if a company can’t pick up the phone to secure a reservation of that size, what confidence would a guest have in their ability to provide support once the stay begins?

And that story sparked a bigger question for us: while nearly everyone in the industry says they prioritize direct bookings, how many are actively investing in it? How many are putting real action behind the words — actually walking the walk, not just talking the talk?

It’s a fair question — and one that points to a bigger trend. Too often, companies say they value direct bookings, but in practice they’ve leaned into the path of least resistance.

The OTAs: A Trade-Off of Convenience

OTAs have made it easier than ever to reach guests, showcase inventory, and secure bookings in one place. Guests can discover a destination, compare properties, and book instantly on their own schedule.

But that convenience has come at a cost. Traditional sales practices — answering calls, following up, and building relationships — have faded as teams lean on OTAs as a shortcut. What feels like efficiency is actually dependency, eroding the human touch that creates trust, personalization, and loyalty. Without it, one-time guests rarely become long-term advocates.

The challenge of moving away from OTA dependence isn’t unique. Through our clients’ own words, you’ll see how common this struggle is in the vacation-rental industry — and how VRM Advocate helps put the focus back on direct bookings.

3 Reasons Why Direct Bookings Still Matter

Despite the reach and convenience of OTAs, direct bookings remain the backbone of any healthy sales strategy. Here’s why:

1. A Genuine Guest Relationship
Direct bookings bring back the personal touch that’s fading in today’s digital era. Your team gets to truly understand each guest, tailor property and activity recommendations, and step in with care when plans shift. That level of connection not only creates unforgettable stays but also builds lasting loyalty and word-of-mouth referrals.

2. Stronger Margins
Every OTA booking comes with a commission fee — often 10–20% — that cuts into both your revenue and your owners’ earnings. Prioritizing direct bookings not only protects those margins but also demonstrates your ability to drive demand organically. It shows owners you’re filling calendars efficiently while keeping more revenue where it belongs.

3. Long-Term Business Resilience
Overreliance on OTAs is more than risky — it’s fragile. One policy change, a spike in fees, or an unexpected suspension can wipe out your pipeline overnight. Direct bookings safeguard against that volatility, giving you control, stability, and resilience in a market where the rules can change in an instant.

Direct Booking Action Checklist

✅ Audit Your Sales Mix

• Review what percentage of bookings are coming from OTAs versus direct bookings.

• Set a target to shift the balance toward direct bookings.

• Periodically review this mix to track progress and adjust as needed.

✅ Reinvest in Responsiveness

• Train your team to prioritize answering calls and responding quickly.

• Set response-time goals to keep standards high.

• Use call forwarding or shared inboxes so no inquiry goes unanswered.

• Establish incentive programs that align your sales teams with performance.

✅ Leverage Your CRM

• Set up automated response emails to set expectations on follow-up.

• Use time-based logic to send out automated nurturing emails to keep your company top of mind.

• Set reminders for your sales team to reach out directly.

✅ Proactively Contact Potential Leads and Past Guests

• Set aside dedicated times for your team to proactively reach out to potential guests.

• Reconnect with leads you may have lost touch with.

• Filter your lead list by target stay periods to maximize ROI from these efforts.

The Bottom Line

OTAs can fill the funnel, but lasting success comes from direct bookings. They protect margins, build trust, and foster loyalty. Though less convenient, they create sustainable quality and place more control of your company’s success back in your hands. By doubling down on responsiveness, personalization, and proactive outreach, you take control of your pipeline and lead through industry shifts.

Need help with bolstering your sales strategy? Reach out to VRM Advocate today.