In the midst of increasingly tight competition in the hotel and glamping business, getting direct bookings is one of the important strategies to increase profits. Unfortunately, many hotel owners still rely too much on OTAs (Online Travel Agents) and miss out on the huge potential of guests who book directly through their website or WhatsApp.
One powerful strategy to increase direct bookings is the urgency technique. This technique utilizes the psychology of fear of missing out (FOMO) to encourage potential guests to make a booking immediately.
What is the Urgency Technique?
The urgency technique is a marketing method that makes potential customers feel they have to act immediately—in this case, make a reservation immediately—because of a time limit or limited availability.
In the context of hotel ecommerce, this could mean:
“Only 2 rooms left!”
“Promo valid for 24 hours only!”
“Book before Friday, get a free dinner!”
By making potential guests feel like they could run out of time, the chances of conversion are higher.
5 Urgency Techniques You Can Apply for Direct Booking
1. Countdown Timer on Website
Add a countdown on the hotel promo landing page. For example:
> “15% discount will end in 2 hours 17 minutes!”
This technique is very effective in encouraging quick decisions, especially for guests who are still hesitant.
2. Limited Room Availability
Display notifications such as:
> “There is only 1 Deluxe room left for the date you selected.”
You can also add info such as:
> “5 people have already booked the same date today.”
This creates psychological pressure that makes potential guests not delay booking.
3. Limited Time Promo (Flash Sale)
Create a big discount campaign with a limited duration. For example:
> “30% discount for bookings via WhatsApp, today only!”
Combine with a clear call-to-action and instant message button.
4. Bonus for Early Booking
Offer additional benefits if booking is made before a certain date:
> “Book before the 20th, get free breakfast for 2!”
This makes guests feel like they are getting a good deal if they act quickly.
5. Use Urgent Language
In all promotional media, use words that trigger action, such as:
“Book now!”
“Today only!”
“Limited availability!”
Make sure your CTA (Call To Action) is strong and clear.
Why is the Urgency Technique Effective for Direct Booking?
1. Reduces potential guest doubts
2. Encourages quick decisions without having to compare with OTAs
3. Increases conversions on the hotel website
4. Makes your promotion feel exclusive and special
Increasing direct bookings is not just about lowering prices. With the right urgency technique, you can create a sense of need to book immediately without sacrificing profit. It's time for your hotel to not just “wait for guests”, but to move them to book now! Increase your hotel's direct bookings with ecommerceloka, free consultation here.