How to Increase Direct Bookings in 2026 | Hospitality Marketing Australia

Every time a guest books through an Online Travel Agency (OTA), you’re handing over up to 30% of that reservation’s value in commission fees. For Australian hotels and restaurants operating on tight margins, the conversation around how to increase direct bookings in 2026 has never been more critical.

The good news? Social media has evolved into the most powerful direct booking channel available, when used strategically.

Direct Booking vs. Booking.com

I bet you’re wondering: Why Should I Focus On Getting More Direct Bookings? Well, the direct booking vs Booking.com debate isn’t really a debate anymore. While OTAs give your business visibility, they create a dependency that erodes your profitability and disconnects you from your guests.

When you keep relying on third-party platforms to get more bookings, you lose more than just commission fees. You lose customer data, the ability to build relationships, and control over your brand experience. For venues that are serious about hotel marketing ROI, shifting focus to commission-free bookings isn’t optional anymore. It’s essential for long-term sustainability.

How To Get More Direct Bookings

Australian travellers and diners increasingly make decisions based on social proof. They scroll Instagram before choosing a restaurant, watch TikTok videos before booking accommodation, and check Facebook reviews before finalising plans. This is a huge opportunity for you to use social media as a leverage to get more bookings. When your social content inspires someone to book, you can direct them straight to your website or booking engine, bypassing OTA commissions entirely.

The key lies in booking engine optimization paired with compelling social content that gives people a reason to book direct. Here are some ways you can get more direct bookings for your hospitality venue this 2026:

Create Direct Booking Incentives Worth Talking About

Your best rate guarantee needs amplification. Use social media to consistently communicate the benefits of booking direct. Whether that’s complimentary breakfast, room upgrades, flexible cancellation, or loyalty points, you will surely get more direct bookings with a good incentive. Make these offers impossible to ignore and easy to share.

Leverage User-Generated Content

Encourage guests to share their experiences and tag your venue. Repost this content with clear calls-to-action directing viewers to your direct booking channels. Authentic guest content outperforms polished advertising every time.

Optimise Your Restaurant Booking Systems Australia

For hospitality venues, seamless integration between social platforms and your booking system removes friction. Instagram and Facebook now allow direct reservation buttons—ensure yours are configured and actively promoted.

Build an Email Community Through Social

Your social following should funnel into an email database you own. Run exclusive offers for subscribers, announce availability directly, and nurture relationships that reduce OTA dependency over time.

Invest in Targeted Local Advertising

Strategic social advertising should be able to target your ideal guests. Whether interstate travellers or local diners, a good social media ad delivers measurable returns when campaigns drive traffic to your direct booking pages rather than third-party platforms.

Turn Your Social Media Into Your Most Profitable Booking Channel

Australian Hospitality venues that get more direct bookings all have one thing in common: they understand that social media isn’t just about pretty pictures. It’s a strategic revenue channel that, when executed properly, transforms how guests discover and book your business.

Getting more direct bookings requires consistent effort on social media. And that means putting more time into content creation, community management, and conversion optimization. The investment pays dividends through higher margins, owned customer relationships, and sustainable growth.

Ready to fill more tables and grow your revenue? Spicy Pineapple Marketing specialises exclusively in restaurant and venue marketing. We use proven strategies that turn hospitality venues into fully booked destinations. Book a strategy call with us today.