We have no great expectations that we’re building a viral brand concept here but there is no doubt that the louder and more collectively we all shout about booking direct the more effectively that message reaches the market place and the greater the chance of increasing low cost DIRECT bookings.
Indeed, one of the most telling phrases we have picked up since the lock-down started “Don’t let the OTA’s own your recovery”
For sure, when Scotland re-opens one of the many things that needs to change is Scotland’s unhealthy dependence on third party distribution channels and quite simply put it is critically important that each and every one of us in the accommodation sector clearly express to our customers across the world that it is ALWAYS best to Book Scotland Direct.
Informing the Market
This is not a pitch for business or for your subscription.
Book Scotland Direct is intended to be a badge for your business to wear digitally expressing to your clients that you want, indeed, need them to consider booking direct every time they look at accommodation in Scotland.
The project will provide ongoing and updated information and advice from the very best across the industry to help you convert your guests form third party bookings to direct bookers.
As part of widening the project out we have already started reaching out to digital marketing and booking engine providers servicing the Scottish accommodation sector seeking their involvement and expertise and best practices with the aim of creating a definitive bank of advice and information for everyone from B&Bs and Self-Catering through to hotels of all sizes.
We have prepared a basic Digital Promotion Kit which will be available on a free of charge licence for anyone who wishes to use the logos and project content on their own website, digital marketing and in-house print if required.
The Resource Library will build to include case studies from digital marketing experts, booking engine providers and hotels outlining to how to continuously build more direct business and reduce the costs of conversion.
If you are interested in getting involved or wish any more information leave your details on the link below and we’ll send you updates in the coming weeks.
Find out more about Book Scotland Direct on the Plan B website