When potential guests search for a vacation rental, they often start on large Online Travel Agencies (OTAs) like Airbnb or Vrbo. But many don’t book right away. Instead, they do additional research—often landing on the property’s direct booking site before making a reservation. This phenomenon is known as the billboard effect, and savvy hosts can use it to increase direct bookings and reduce reliance on OTAs.
What Is the Billboard Effect?
The billboard effect refers to how OTAs act as advertising platforms for your rental. Guests discover your listing on a major OTA, but instead of booking immediately, they search for your property elsewhere—often leading them to your direct booking site.
Studies show that travelers who find a property on an OTA frequently visit the host’s own website before making a final decision. If your direct booking site is optimized and trustworthy, you can capture these bookings and avoid OTA commissions.
Why Is the Billboard Effect Important?
- Lower Commission Costs – Every direct booking saves you from paying OTA fees, increasing your profit margins.
- More Control Over Guest Relationships – When guests book directly, you control communication, policies, and upsell opportunities.
- Brand Trust & Repeat Bookings – A well-designed direct booking site builds credibility and encourages repeat guests.
- Better Guest Experience – Direct communication ensures guests get the best possible service without OTA restrictions.
How to Take Advantage of the Billboard Effect
If potential guests are already searching for you outside of OTAs, you need to make sure they can find your site and feel confident booking directly.
1. Have a Professional Direct Booking Website
A polished website with high-quality photos, clear pricing, and a seamless booking process makes a strong first impression. Platforms like CraftedStays help you create a mobile-optimized site that builds trust and encourages bookings.
2. Match Your Branding Across Platforms
Ensure your OTA listings have the same name, description, and high-quality images as your direct site. This consistency makes it easier for guests to recognize your brand when they search for you elsewhere.
3. Optimize for Search Engines (SEO)
Guests often Google your property’s name after seeing it on an OTA. Make sure your direct booking site ranks high by optimizing for relevant keywords like vacation rental direct booking and short-term rental near [your location]. Adding a blog with local travel tips also helps attract organic traffic.
4. Leverage Guest Reviews
If a guest finds you on an OTA but sees few or no reviews on your direct booking site, they may hesitate to book. Ask past guests to leave reviews on your website and integrate testimonials from Google or social media.
5. Offer Exclusive Perks for Direct Bookings
Encourage guests to book directly by offering incentives like:
- Lower rates than OTAs (since you save on commissions)
- Flexible cancellation policies
- Free early check-in or late check-out
- Welcome gifts or discounts on future stays
6. Use Retargeting Ads
If a potential guest visits your direct site but doesn’t book, retargeting ads on Facebook, Instagram, and Google can remind them to come back and complete their reservation.
Final Thoughts
The billboard effect is a powerful tool for short-term rental hosts. Instead of seeing OTAs as the only way to get bookings, use them as a marketing channel to drive traffic to your direct booking site. With the right strategy, you can increase your revenue, build stronger guest relationships, and take control of your bookings.
Want to ensure your direct booking site is optimized for maximum conversions? CraftedStays helps hosts build beautiful, high-converting websites designed to capture direct bookings. Book a demo today to see how we can help!