Not getting enough direct bookings? Trust is the missing link

Article Written By

Louise Brace

Head of Marketing SCALE

Posted on, November 4th - 4PM UTC

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Guests will not book through a website that feels untrustworthy or outdated.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.