Forty seven per cent of online bookings for The Buckatree Hall Hotel in Wellington came from their website during April and May, compared to the 17per cent from Booking.com, 13per cent from Laterooms and 23per cent from Expedia.
It means revenue at the historic hotel, located at the foot of the Wrekin, is boosted and customers are getting a better deal.
General Manager Wayne Jenson said: “Bookings into the hotel directly are for the first time consistently out performing the online travel agents.
“Historically these three major players, Booking.com, Laterooms.com and Expedia Travel, in that order have always taken the lion’s share of bookings.
“It means it has diluted revenue at the hotel for each booking as the companies charge commission varying from 15 to 22per cent - which means there are inevitably extra charges for customers too.”
Statistics show in some cases the bookings directly made through www.buckatreehallhotel.com have doubled compared to the next best online travel agency, and up to four times as much as the worst.
Mr Jenson said the figures for online booking vary from week to week but the current trend is a huge boost to the hotel, which has been working on its online presence.
“I believe this is in part due to the excellent range of packages which can only be found on our own web,” he added.
“Deals such as our Walkers breaks or our Meet the Victorians break which partners with Blists Hill are not advertised on the travel agencies but they offer a much better option to explore more of Telford and Shropshire.
“Our best price guarantee also means you will never get it cheaper than direct - customers are starting to pick up on this.”
The hotel, which has been family-owned for almost five years, has also signed up to the Global Distribution System - an online worldwide travel agency which has resulted in a 20per cent rise in overseas visitors, ranging from Singapore, Germany and New Zealand.
Mr Jenson added: “Booking direct is always the best option, not only are you assured the best deal you are also gaining trust.
“Whenever possible we always try to upgrade guests to the best available room or will add in little extras as a thank you for loyalty.
“Under the brand advocacy scheme we send a voucher for a complimentary drink to anyone who books direct and if they share details of their forthcoming trip with friends via social media then friends too can claim rewards.”
For more information visit the websitewww.buckatreehallhotel.com, email email@example.com, call (01952) 641821, search for Buckatree Hall Hotel on Facebook or follow them on Twitter @buckatreehall.
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