How to Get Guests to Book Direct and Save 18% on Commissions

Online Travel Agency (OTA) platforms like Booking.com and Airbnb are essential channels for acquiring new guests. However, their commissions, which range from 15% to 18% in Croatia, significantly reduce the profit margin for every host.

A strategy of converting a platform guest into a direct, returning guest isn't just a way to save on commission. It's the foundation for building a long-term, sustainable business that is less dependent on algorithm fluctuations and the changing rules of major platforms.

This guide analyzes proven methods that hosts in Croatia can use to encourage direct bookings while respecting the rules of the game and building a base of loyal guests.

— 01What Booking.com's Rules Say (and What's Actually Possible)

Booking.com strictly prohibits redirecting guests to direct channels before or during the booking process on their platform. However, once a guest physically arrives at the property, communication about future stays is not under their direct control, creating an opportunity to offer a direct booking.

Violating the rules, known as "commission evasion," occurs if you send a link to your website, a phone number with a call to book direct, or any other incentive to complete the transaction outside the platform within the Booking.com messaging system. Such activities can result in a temporary suspension or permanent removal of your property from the platform.

The opportunity opens at the moment of check-in. From that point forward, your communication with the guest is direct and personal. You can use the following channels:

• Verbal conversation: During the welcome or throughout their stay.
• Printed materials: Brochures, business cards, or instructions in the apartment.
• Direct digital communication: WhatsApp or Viber, after you've exchanged numbers for check-in purposes.

The key is to understand the boundary: the platform is the intermediary until the guest arrives. After that, you are building your own relationship with the guest.

— 02Your Own Website: The Minimum Viable Version That Works

A minimally functional website for direct bookings doesn't need a complex or expensive booking engine. A single "one-pager" site with high-quality photos, a property description, a price range, and clear contact information is sufficient. The initial investment for such a site in Croatia ranges from 300 to 700 EUR.

A basic but effective website must include:

• Professional photos: This is the most important element that sells the property. An investment of 150-250 EUR in a professional photographer pays for itself many times over.
• Clear description and amenities: List everything the guest gets, from square footage to kitchen equipment and Wi-Fi speed.
• Price range: It's not necessary to have a complex price list; a range is enough (e.g., "Prices from 120 EUR/night in the pre-season to 220 EUR/night in the peak season").
• Availability calendar: The simplest solution is to embed a public Google Calendar. For a more advanced option, tools like Smoobu or Booker Tools allow iCal synchronization with OTA channels for about 20-30 EUR per month.
• Call to Action (CTA): A prominently displayed button or link like "Send Inquiry" or "Book Direct" that leads to a contact form, email, or WhatsApp.

— 03WhatsApp + IBAN: The Simplest System for Direct Bookings

The quickest and cheapest way to accept direct bookings is by combining WhatsApp communication with an advance payment via bank transfer to an IBAN. This system requires no technical investment and is ideal for hosts with one or a few units who want to test a direct sales channel.

The process looks like this:

1. 1 Initial Contact: The guest contacts you via a website form, email, or directly on the WhatsApp number you left on a business card.
2. 2 Sending the Offer: In a WhatsApp message, confirm availability, price, the advance payment amount (usually 30%), and cancellation terms. Be professional and clear.
3. 3 Guest Confirmation: The guest verbally confirms they accept the offer.
4. 4 Payment Details: You send a PDF document with a formal offer/pro-forma invoice containing your business details, IBAN, and all reservation specifics.
5. 5 Booking Confirmation: Once the payment is visible in your account, you send the guest an official booking confirmation and block the dates in all your calendars.

It's important to note that every booking, including direct ones, is subject to the legal obligation of registering the guest in the eVisitor system within 24 hours of arrival.

— 04How to 'Educate' Guests on the Benefits of Booking Direct

Educating guests about direct bookings should be subtle and value-focused, not just about price. The best time is during their stay, through informal conversation or materials in the apartment. The emphasis should be on the "best price" and "special perks" available only to direct bookers.

Proven methods include:

• Welcome Book: In your welcome book, on a page with useful information, add a paragraph: "Enjoying your stay? For your next visit, book directly through our website for a 10% discount."
• Business Card with a QR Code: Leave a few business cards on the coffee table. The QR code can lead directly to your website or WhatsApp.
• Verbal Recommendation: During check-out, as you're saying goodbye, casually mention: "It was a pleasure hosting you. If you plan on coming back to Rovinj, just contact us directly. We always have special rates for our returning guests."
• Thank-You Message: A day or two after check-out, send a short thank-you message via WhatsApp. You can include a sentence like: "We've saved your contact and look forward to your next visit with a special discount for loyal guests."

— 05The Return Guest Coupon: How Much of a Discount to Offer

The optimal discount for a returning guest's direct booking is between 10% and 15%. This amount is attractive enough to motivate the guest, while still leaving the host with a significantly higher profit than a booking through an OTA platform that takes a 15% to 18% commission.

Let's analyze the math with a concrete example of a one-week booking in the heart of the season in Split at a price of 200 EUR/night.

As the table shows, with a 10% discount, the guest saves 140 EUR, and your net revenue is 112 EUR higher. It's a win-win situation that builds loyalty and increases profitability.

A Practical Example: A Family in Trogir

A family from Austria books an apartment in Trogir for 7 days in August through Booking.com. During their stay, the host leaves a personalized welcome card on the table. On the back is a QR code with the text, "For your next vacation in Dalmatia -10% discount."

At check-out, the host gives them a small bottle of local olive oil and a business card, mentioning, "If you decide to come back, just contact me at this number for a direct arrangement and a better price."

The following February, the family gets in touch via WhatsApp. The host creates an offer that is 10% lower than the price on Booking.com for the same period, requests a 30% advance payment to their IBAN, and sends a confirmation after the payment is received. The result is a secured booking months in advance, a commission saving of over 200 EUR, and a guest who feels valued.

Building a direct booking channel is a marathon, not a sprint. It requires consistency, professionalism, and a focus on providing an outstanding guest experience. Every satisfied guest who returns directly is not just a saved commission but also the most valuable ambassador for your property.