Why don't guests book direct – and how do you fix it?
In this episode of Built to Book, Jonas Baum, Head of CX at Smoobu, breaks down how to build a direct booking website that converts. Learn the trust signals, AI workflows, and booking flow fixes to help you build a smarter, more successful, and more sustainable short-term rental business.
If you're getting traffic but no bookings, this is your 30-day plan to turn Airbnb and Booking.com guests into repeat direct bookers – with offers the OTAs can't match, better photography, stronger brand, and a frictionless checkout.
Special offer: Get 20% off Smoobu with the code HOSTPLANET20: https://www.smoobu.com/en/hostplanet/?utm_source=hostplanet&utm_medium=cpc&utm_campaign=podcast_3
In this episode we cover:
- What goes wrong when a guest doesn't book direct
- Why brand matters whether you have one property or hundreds
- Core trust signals every direct booking website needs
- How to utilise AI to build your brand and content faster
- Where booking flows lose people – and how to fix drop-off
- What to offer direct that Airbnb can't match
- How to convert an OTA booker to a direct booker next time
- Photography, about pages, add-ons and the traffic-but-no-bookings fix
- Simple 30-day plan for more direct bookings
Timestamps:
1:34 When a guest doesn't book, what's gone wrong?
5:12 Brand means the same whether you have one property or hundreds
8:54 The core trust signals on a direct booking website
10:42 Get 20% off Smoobu with the code HOSTPLANET20: https://www.smoobu.com/en/hostplanet/?utm_source=hostplanet&utm_medium=cpc&utm_campaign=podcast_3
11:36 How to utilise AI to build your brand
14:38 Where booking flows lose people
16:58 What to offer on your direct booking website (that the OTAs like Airbnb and Booking.com can't match)
19:59 Turn an OTA booker into a direct booker next time
22:23 What a website that's quietly killing bookings looks like
24:02 The importance of photography
25:46 The fix that flips the switch for hosts getting traffic but no bookings
27:12 A good add-on is a strong about page
28:31 The simple 30-day plan to achieve more direct bookings
Built to Book from Host Planet and Smoobu helps hosts drive more direct bookings with practical tips on websites, brand, marketing and automation.
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