What Sends a Returning Guest to an Aggregator
Most properties lose direct bookings for practical reasons rather than a lack of loyalty:
- The website shows photos but cannot actually take a reservation
- Prices are listed as a range, so the guest cannot see their real total
- Availability is not shown, so enquiring feels like the only option
- The site is awkward on a phone, which is where most guests are
- Nothing indicates whether a room is nearly gone, so there is no reason to act
- The enquiry gets a reply the next morning, by which time it is booked elsewhere