Running a city hotel feels like being caught between a rock and a hard place. You need those booking sites like Booking.com and Expedia to fill your rooms, but they’re eating up 15-25% of every reservation in commission fees. It’s painful watching that money walk out the door month after month.
But what if I told you there’s a better way? A hotel in Sofia, Bulgaria just proved it’s possible to dramatically cut those fees while actually increasing bookings. Here’s their story and exactly how they did it.
Why OTA Commissions Are Killing Your Profits
Let’s be honest about what’s happening here. Every time someone books through an OTA, you’re losing a chunk of money that could go toward:
- Better staff wages (which means lower turnover)
- Property improvements that guests actually notice
- Marketing that brings guests directly to you
- Your own pocket (because you deserve to make a living)
Most city hotels see 70-80% of bookings come through these platforms. Do the math: if you’re doing $50,000 in monthly revenue and 75% comes from OTAs charging 20% commission, you’re paying $7,500 monthly just for the privilege of having guests find you.
That’s $90,000 a year. Ouch.
The Sofia Success Story That Changes Everything
Meet Hotel Agoncev: a family-run city hotel right in the heart of Sofia. Beautiful property, great location, happy guests. But like most independent hotels, they were hemorrhaging money to booking platforms.
Their owner was frustrated. Despite consistently good reviews and a prime location, they couldn’t break free from the OTA trap. Sound familiar?
Here’s what was keeping them stuck:
- Old-school booking system that looked like it was from 2005
- Manual check-in process that created lobby traffic jams
- No real way to track where their most profitable guests came from
- Pricing that stayed the same whether it was New Year’s Eve or a random Tuesday
Then everything changed.
The Simple Changes That Made All the Difference
Working with a hospitality tech company, Hotel Agoncev made some smart moves that any hotel can copy:
They Fixed Their Website Booking Instead of having a clunky “check availability” button that led nowhere good, they embedded a proper booking system right into their website. Guests could see real rooms, real prices, and actually complete a reservation without wanting to throw their phone across the room.
Introduced Contactless Guests started checking in on their phones before they even arrived. This eliminated the lobby bottlenecks and those awkward “sorry, your room isn’t ready yet” conversations. Guests could walk straight to their rooms and unlock the door with their phone.
Got Smart About Pricing When there was a big conference in town or a holiday weekend, their prices went up automatically. When things were slow, they offered better deals to fill rooms. No more leaving money on the table because they forgot to adjust rates.
They Became Local Experts Through their new system, they could instantly recommend restaurants, help with transport, and answer questions 24/7 – even when the front desk was swamped.
The Results (And Why This Matters to You)
Within three months, Hotel Agoncev saw changes that most hoteliers only dream about:
- Direct bookings jumped 110% (they more than doubled)
- OTA bookings dropped from 75% to 40% of total reservations
- Overall revenue increased 60% year-over-year
- Average room price went up 15% during busy periods
- Guest satisfaction scores improved across the board
But here’s the best part: they weren’t working harder. They were working smarter.
7 Real Ways to Get More Direct Bookings (No MBA Required)
1. Make Your Website Booking Actually Work
Your booking process should be easier than ordering pizza online. If guests have to click through five pages, enter their information three times, or guess what the total cost will be, they’ll book somewhere else.
What actually works:
- Show real prices upfront (no “starting at” nonsense)
- Make it work perfectly on phones
- Let people pay the way they want to pay
- Confirm their booking instantly with all the details
2. Beat the Big Sites at Their Own Game
Here’s a secret: you don’t have to match OTA prices – you can beat them by offering things they can’t.
Smart moves:
- Offer the same rate but throw in free breakfast
- Give direct bookers late checkout at no charge
- Create room packages (romantic getaway, business traveler special) that only exist on your site
- Set up a simple loyalty program for repeat guests
3. Stay in Touch With Past Guests
This is where hotels leave the most money on the table. Someone who already stayed with you is 10 times more likely to book again than a complete stranger.
Easy email ideas:
- Send a “we miss you” message three months after their stay
- Alert past guests about local events they might care about
- Offer early bird pricing for their favorite room type
- Remember their birthday or anniversary (yes, people love this)
4. Show Up When People Search for Hotels in Your City
When someone googles “hotels near [your local landmark]” or “where to stay in [your city],” you want to be right there.
Simple local marketing:
- Keep your Google Business listing updated with fresh photos
- Ask happy guests to leave reviews (and respond to all of them)
- Write blog posts about local events and attractions
- Partner with nearby restaurants and attractions
5. Become the Local Expert
Position yourself as the person who knows everything about your city. When guests think of visiting, they should think of you as their insider guide.
Content that works:
- Monthly event calendars for your city
- “Best kept secrets” lists for different types of travelers
- Transportation tips (especially for business travelers)
- Seasonal guides (best summer rooftops, cozy winter spots)
6. Bring Back Website Visitors Who Didn’t Book
Most people don’t book on their first visit to your website. They’re comparison shopping, checking dates, or just browsing. You want to stay on their radar.
Follow-up strategies:
- Show ads to people who visited your website
- Send gentle email reminders about dates they searched
- Offer small discounts to people who looked but didn’t book
- Show real-time availability in your ads
7. Make Direct Booking Feel Special
When someone books directly with you, they should feel like they made the smart choice – not like they’re missing out on something.
VIP treatment ideas:
- Send a personal welcome email with local recommendations
- Text check-in instructions so they can skip the front desk
- Follow up after their stay with photos from their trip
- Give them first dibs on special rates for their next visit
The Technology That Makes This All Possible
None of this happens by magic. You need systems that work together without you having to think about it.
What successful hotels use:
- Booking systems that sync with all the major travel sites
- Automatic pricing that adjusts based on demand
- Guest messaging that works 24/7
- Reports that show where your money is really coming from
The key is finding integrated city hotel software that makes your life easier, not more complicated.
How to Know If It’s Working
Track these numbers monthly:
- What percentage of bookings come directly through your website
- Your average room rate for direct bookings vs. OTA bookings
- How much you’re saving on commission fees
- Guest satisfaction scores
- How many past guests book again
Mistakes That Kill Direct Bookings
Your website takes forever to load – People will leave before it even finishes loading
Your prices don’t match other sites – Guests will think you’re trying to rip them off
Your booking process is confusing – They’ll go book somewhere easier
You never follow up with past guests – You’re ignoring your best source of future bookings
You forget to ask for reviews – Social proof is everything in hospitality
Where to Start Tomorrow
Pick one thing from this list and implement it this week:
- Test your website booking – Try to book a room on your phone and see how frustrating it is
- Set up Google Business properly – Add recent photos and respond to reviews
- Start an email list – Even just collecting emails at check-in is a start
- Create one piece of local content – Write about an upcoming event in your city
- Calculate your OTA fees – Figure out exactly how much you’re paying in commissions
The Bottom Line
Hotel Agoncev proved that independent city hotels can compete with the big chains and beat the OTA game. They’re not special – they just got smart about technology and guest relationships.
The hospitality industry is changing fast. Hotels that embrace direct bookings now will thrive. Those that keep relying entirely on OTAs will keep watching their profits disappear.
Your guests want a great experience. Your business needs better margins. Direct bookings give you both.