Technology Supporting Direct Booking
By Charles Tan Modern hotels use several tools to support Front Office revenue performance. Examples include: • Hotel booking engines • CRM guest databases • Revenue management systems • Direct booking promotions These tools help hotels compete effectively with OTAs.
Combining Upselling with Direct Booking
By Charles Tan The most effective Front Office teams combine both strategies. Example: Guest calls to book a room. Front Office: “Our Superior room is available at 3,200 THB. For only 500 THB more, you may upgrade to our Deluxe Sea View room.” This achieves two goals: Direct booking Higher room revenue
Situation 4: Promoting the Hotel Website
By Charles Tan Modern hotels must encourage guests to book through the official hotel website. The website should offer clear advantages: • Best rate guarantee • Complimentary perks • Flexible cancellation • Exclusive room upgrades Front Office staff should confidently say: “You will always find the best available rate on our official website.”
Situation 3: Converting OTA Guests to Direct Guests
Guests who book through OTAs today can become direct guests in the future. By Charles Tan Front Office should gently introduce the benefit of booking directly next time. Example during check-out: “Next time you visit, you may book directly through our website. Direct bookings often receive special benefits such as room upgrades or flexible check-in […]
:Situation 2: Walk-in Guests
Walk-in guests represent one of the best opportunities for direct revenue. By Charles Tan Front Office staff should always: • Offer the best available rate • Highlight added value • Encourage immediate booking Example: “Our website rate is 3,800 THB, but if you book directly with us now at the front desk, we can offer […]
Situation 1: When a Guest Calls the Hotel
By Charles Tan Many guests call the hotel only to ask for information and then book through an OTA later. Front Office staff must capture the booking immediately. Example conversation: Guest: “I’m just checking the price.” Front Office response: “Yes, our rate for that room is 3,500 THB per night. If you book directly with […]
The Front Office as a Direct Booking Sales Team
By Charles Tan Front Office staff are in a unique position to encourage direct bookings because they interact with guests in several situations: • When guests call the hotel • When guests walk in without a reservation • When guests inquire about future stays • During check-in and check-out Every one of these moments is […]
Why Direct Booking Matters
By Charles Tan Online Travel Agencies such as Booking.com, Agoda, and Expedia are powerful distribution channels, but they come with a cost. Typical OTA commission rates range between: 15% – 25% This means that when a room is sold for 4,000 THB, the hotel may pay up to 1,000 THB in commission. If the same […]
The New Role of Front Office in Modern Hotels
By Charles Tan In the past, the Front Office was mainly responsible for welcoming guests and handling check-ins. Today, the role has evolved. Modern Front Office teams are responsible for two critical revenue functions: Upselling rooms and services Converting guests from OTA bookings to direct hotel bookings Hotels that master these two strategies can significantly […]
Modern Front Office Revenue Strategy
Upselling and Converting Guests to Direct Booking By Charles Tan The New Role of Front Office in Modern Hotels In the past, the Front Office was mainly responsible for welcoming guests and handling check-ins. Today, the role has evolved.