Not getting enough direct bookings? Trust is the missing link

Most professional property managers want to increase direct bookings. The reasons are clear: a bigger piece of the pie, closer guest relationships, and greater control over the booking journey. But despite all the gurus out there telling you it’s all about marketing — shinier photos, a snazzier website, the baffling and expensive minefield that is SEO — the best way to secure direct bookings is with trust.

What does that mean for property managers? Well, to put it simply, guests have a built-up level of trust in big platforms: they’ve probably booked before, or know someone who has, and so they feel that they can rely on that platform to give them the experience they’re expecting. But when it comes to your direct booking site, unless they’re repeat guests, how do they know whether to trust you? How do they know that it’s not a scam, and they’ll get exactly what they book?

Your website is your shop window

Guests will not book through a website that feels untrustworthy or outdated. A great price means little if the website is broken, slow, or missing key information. Your site must signal legitimacy from the very first click.

Your website needs to look modern and work smoothly. An easy interface, quick load times, a well-structured menu, and mobile-friendly versions will all help guests to trust your company.

That means more than just glossy photography. You need a secure website with HTTPS encryption, a reliable payment provider with industry certifications, clear and accessible terms and conditions, a privacy policy, and transparent information about who you are. As an added layer, consider using a listing site with payment protection for guests.

Consider adding a short bio, photos of your team, and the story behind your property or brand. A phone number (that you actually answer) can also help build trust with guests, particularly older ones who don’t know what else to look for. Automation can help here: many AI solutions can answer the most common questions outside business hours, so you’re still replying quickly even while you’re sleeping.

Professionalism is essential, but when competing with the big OTAs, our human presence is the best differentiator. In an industry that thrives on personal connection, showing the people behind the property builds familiarity, and by extension, trust.

Social proof is essential

Even the most casual guests would look for reviews before bookings, and having them neatly in one place gives OTAs the upper hand. Guests rely on these platforms to vet both the property and the host, and other users to confirm their trust. The moment you remove that layer of third-party assurance, you need to replace it with something as good or stronger.

Find ways to display authentic guest reviews on your direct booking site – ideally with real names and photos – to help visitors feel confident about your legitimacy. People are more likely to trust reviews from OTAs where they know that only verified guests can leave a review. If you have strong reviews on OTA platforms, link to them or aggregate them with tools like Reyvoos.

Don’t shy away from showcasing testimonials directly on your website. Include a range of feedback, not just glowing highlights. And make sure you reply to any reviews that are less-than-perfect, showing how you fixed the issue. The goal is credibility rather than perfection, and flaws make us more real.

And if you’ve earned any press coverage, awards, speaking engagements, or accreditations, display them prominently. Every credible social proof means increasing your trust signal.

Communication is where trust is won (or lost)

The fastest way to lose a warm lead on a direct booking is with a slow, cold, or generic reply. In contrast, fast, warm, and personal communication can turn a hesitant enquiry into a confident guest.

Large platforms increasingly restrict communication between hosts and guests to within their site chats, meaning it’s harder for you to offer upsells and repeat bookings, as well as inconvenient to log in every time if you’re out and about or working another job. Booking direct frees you from those constraints, allowing you to use your preferred method of communication and speak freely with guests. Maximise this to your advantage.

Be available to speak on the phone. Customise your messages to their enquiry and your property. Show your personality! These are small actions, but they accumulate trust.

And once you’ve earned that trust, you can turn each booking into the foundation for repeat bookings, referrals, and long-term guest relationships.

Direct bookings are for the long-term

Driving direct bookings isn’t just about short-term gains. It’s about building a brand that stands on its own two feet, independent of the major platforms.

Marketing tactics still matter, of course. A solid SEO strategy, targeted advertising, social media play and engaging content are all part of the puzzle. But without trust, there is no foundation to build on.

Trust is the engine that powers direct bookings, and it’s not built overnight. It’s earned, guest by guest, review by review, and conversation by conversation. It takes time and consistency, but it’s the best investment you can make for your business.