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CEO @ Hotel Figueroa - The Unbound Collection by Hyatt
Jordan is the co-founder of Hotel Tech Report, the hotel industry's app store where millions of professionals discover tech tools to transform their businesses. He was previously on the Global Partnerships team at Starwood Hotels & Resorts. Prior to his work with SPG, Jordan was Director of Business Development at MWT Hospitality and an equity analyst at Wells Capital Management. Jordan received his MBA from Northwestern’s Kellogg School of Management where he was a Zell Global Entrepreneurship Scholar and a Pritzker Group Venture Fellow.
We’ve surveyed 1055 hoteliers across more than 74 countries to understand which are the best Direct Booking Tools vendors, along with everything you need to know in order to buy the right Direct Booking Tools for your hotel (including our 2025 Direct Booking Tools Guide). We also aggregate key decision criteria data including integration availability, partner ecosystem, expert recommendations and more (learn more about HTR’s ranking methodology).
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In-Depth Guide
What is a Direct Booking Platform?
A direct booking platform in the hotel industry is a digital tool or software solution designed to help hotels increase the number of reservations made directly through their own websites, bypassing third-party booking channels like online travel agencies (OTAs). These platforms offer a range of features aimed at enhancing the customer booking experience, improving the hotel's online visibility, and optimizing conversion rates.
Some key functionalities of direct booking platforms include:
Customizable Booking Engine: Provides hotels with a seamless, branded booking experience that integrates directly into their website, making it easy for guests to find room information, check availability, and complete their reservations.
Price Comparison Widgets: Displays real-time price comparisons between the hotel's direct rates and those available through OTAs. This encourages guests to book directly by showing them the best deals available on the hotel's own website.
Exit Intent and Engagement Messages: Utilizes pop-up messages or special offers to engage visitors who are about to leave the website without booking, potentially converting them into direct bookings.
Personalization and Targeting: Offers personalized content, deals, or recommendations based on the visitor's browsing behavior, preferences, or demographic information, aiming to increase the likelihood of a booking.
Analytics and Reporting: Provides detailed insights into booking patterns, website traffic, and conversion rates, helping hotels to understand their direct booking performance and identify areas for improvement.
Search Engine Optimization (SEO) and Marketing Tools: Enhances the hotel's online presence with tools designed to improve search engine rankings, manage online reputation, and execute targeted digital marketing campaigns.
By leveraging a direct booking platform, hotels aim to reduce their reliance on OTAs, which often charge high commission fees, and to capture more of the customer data that is lost in third-party bookings. This enables hotels to build stronger relationships with their guests, offer more personalized experiences, and ultimately increase their revenue from direct bookings.
Finding the right Direct Booking Tools solution for your hotel depends on several variables ranging from user experience and pricing to functionality and support.
This guide is designed to help you identify the best Direct Booking Tools vendors, questions to ask on demos, read unbiased reviews from similar hoteliers and so much more.
(including our 2025 Direct Booking Tools Guide)
Choosing the right Direct Booking Tools for your hotel depends on several variables some of which come down to personal preference but most of which come down to the characteristics of your property. Is your hotel a small property with limited budget? Or is your property a luxury resort with lots of outlets and high ADR? Below are HTR’s defined key personas based on common property characteristics that typically indicate similar product choices.
Each property has different characteristics, needs, preferences and budgets. Use the filters below to instantly analyze thousands of reviews to find the perfect fit for your hotel.
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AbodeBooking
ACI Hotel
Acigrup PMS
Acomos
Agilysys PMS
Aida.X Premium Hotelsoftware
AidaX
Aiosell - Property Management System
Alacer
Amadeus Property Management
AmicHotel
Anand
Apaleo Open PMS
Apex PMS
Aptual Commerce Oy
Arion
ASA Hotel Software
Ascon
ASI PMS
ASTERIO (by Septeo Hospitality)
Astrea IT Services
Athena
Atrium
Autoclerk (PMS)
AvaiBook
Avalon
AXIS
Ayenda
Backing the packers
Backpacker Panda Holidays
Bamboo Hotel
Bay Lakes Information Systems
BedBricks
Beddzle
Bellebnb
BeMyGuest CRS
Benson PMS
BEX PMS
BIT SmartSoft
BnB Manager
Bnovo PMS
BOCS GROUP OF COMPANIES
Bokun
Bona Technologies
Bookex
Booking Automation
Booking Engine CRS
Booking Ninjas
Bookinglayer
bookingplanner by stardekk
BookingSync
Bookster
Bookzo
Cambridge PMS
Campgest
CASABLANCA hotelsoftware (PMS)
Caspeco PMS
Casy
CDSoft Vertriebs GmbH
ChoiceADVANTAGE
Ciaobooking
CiHMS
Ciirus
Citadel
Clarity Hospitality Software
Clock PMS+
Cloudbeds PMS
CMS Hospitality (GuestCentrix)
Comanche PMS
ComSyS Software
Counter
Desbravador
Dhynet
dihotel
Diventa PMS
Dothotel
E4jConnect/VikBooking - Property Management System
easyGuestmanagement GmbH
Elina PMS
Elite Front Office
EMMA
Engisoft
epitome PMS (by HIS-MSC)
Eptera PMS
Erbon PMS
Ericsoft
eviivo Suite™ PMS
Execu-tech PMS
eZee FrontDesk
FairCloud PMS
Felix
Flatswire
Flyhotel
fnsRooms
FOSSE
FoxHis
freetobook
Front Office Cloud
Front2Go
Frontdesk Anywhere
Gearco - True Extended Stay
GlobRes
GMS
GMS Hotel Felix
GODO
GoldenUp
GP Dati Scrigno (by Zucchetti)
Guest Tracker PMS
Guestline (Rezlynx PMS)
GuestPoint PMS
GuestPro
Hestia PMS
High Level Software
Hilton OnQ
Hogatex PMS
HOIST GROUP - HotSoft
Hop PMS
HoresPlus
Hospitality Software
Hospitality Technology International
Host Hotel Systems
Host PMS
Hostify
Hosware FRO
Hotel management system
Hotel Software
Hotel.care
Hotel.Profi
HOTELCUBE PMS
Hotelgest
Hotelizer PMS
HotelKey PMS
Hotellinx
Hotello PMS (Acquired by Mews)
Hotelogix
HotelTime PMS
HotelXP
Hotix PMS
HS/3 (acq Mews)
HUGO
ibelsa.rooms
ICG Fronthotel
IDB PMS
Inaxel
Indra TMS
Infor HMS
Innfinity
InnGenius
innRoad
InovGuest
iPro Software
Isidoro
ISTES
isystems
Jonas Chorum
Kross Booking
KrossBooking
kwentra
Lean Hotel System
Lightspeed Galaxy
LiveRez
LMPM
Lobbi Hotel Software
Lodgable
Lodgical Solution
Lodging System
Lodgit Desk Hotelsoftware
Logiciel Chloe
Logus by Libra Hospitality
Logus PMS by Libra Hospitality
lucid
Maestro PMS (Northwind)
Masteryield
Maxial
Medialog
Mefisto
Merlin Software for HOA Resorts
Mews PMS
MillenniumSoft
MiniHotel
Mister Booking
Misterbooking (PMS)
Molo Marina Management
My vr
my-bookings
myCloud Hospitality PMS
ncm Rezeptionsassistent
Nehops
NewBook (PMS)
Newway
Nitesoft PMS
NiteVision by MSI
Noovy PMS
Oasis PMS
Occupancy Plus
Octorate (Easy Planning)
OnRes PMS
OpenHotel PMS
Opera
Optima PMS
Oracle OPERA PMS
OTA Sync
Otelia
Passepartout
Passpartout
Persefone
protel PMS
PMS by HotelRunner
PMS hotelizer
PMS Link
Pod.Camp
Portfolio HMS
Power Pro Hotel Solution
Preno
Previo
Prologic First
Prostay
protel PMS (by Planet)
PT. Supranusa Sindata
PYLON Hybrid
Pyxis
Quohotel PMS
RDPWin
reconline AG
Redforts
Rentlio
ResHarmonics
Resly PMS
ResNexus PMS
Resort Data
Rezcontrol PMS (by Avon Data)
Rezovation
Rhapsody
RIO
RMS
RNS
Roombler
RoomBoss PMS
RoomKey PMS
roomMaster PMS by innQuest
RoomRaccoon PMS
RoomRack
Roomsy
Scidoo
Seekda PMS
Selfie
Semper
Sentec PMS / POS / Finance
Shalom PMS
Shiji Daylight PMS
Siesta extranet
Sigh Ulyses
Sign Request
SIHOT
Simplelinkup
Sirvoy
SkyTouch Technology
Skyware Systems
Slope
SMS Host
Softstar
Spectra PMS
Springer Miller
Stayntouch
Suite 8: CSV
Suitech Cloud
SuperControl
SynXis Property Hub (by Sabre)
sysdat
Tesipro
Thais-Soft
The Alpha
Theova UHS
ThinkReservations PMS
TimeShareWare
Timon Hotel
TK System
TMS (by Minsait)
Tokeet
Topsys
Travel Tripper
Uplisting
V12.Net
VHP Sindata
VIPS PMS
Visual Hotel
Vreasy
WavePM
WebBookingPro PMS
WebRezPro
Welcome PMS
Welcome Systems
WINCLOUD
Winhotel
WinksHotel
Winner PMS (acquired by Mews)
Xenion
Xenus
xenus hotelsoftware
Yohobeds
Zak
Zavia ERP
ZEUS
ZHARA
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Featured Fit: The default sort first shows vendors who are actively looking to connect with hotels in your region and then secondarily by Premium Members and HT Score.
Ht Score: The Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, customer support, user reviews, expert recommendations, integrations availability and geographic reach to help buyers better understand their products.
Popularity: Sorts listings by number of user reviews and reported installs, most to least.
Scanning global dataset to personalize your results
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
Learn more
2025 WINNER
Hoteliers voted The Hotels Network as the #1 Direct Booking Tools provider in the 2025 HotelTechAwards Learn more
This vendor's trending score is rising, The Hotels Network (Personalization) is the #1 most trending product in the Direct Booking Tools category (out of 51) and the #7 most trending product overall in the global hotel tech ecosystem. HTR assesses vendor's real time activity in the market to give buyers a sense of whether a product is gaining momentum
Learn more
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
Learn more
2025 FINALIST
Hoteliers voted The Guestbook as the #2 Direct Booking Tools provider in the 2025 HotelTechAwards Learn more
Developed for hoteliers by hoteliers, The Guestbook: Cash Rewards Suite is a collection of growth driving enhancements to help boost direct bookings and increase your net revenue.
This vendor's trending score is rising, The Guestbook: Cash Rewards Suite is the #2 most trending product in the Direct Booking Tools category (out of 51) and the #105 most trending product overall in the global hotel tech ecosystem. HTR assesses vendor's real time activity in the market to give buyers a sense of whether a product is gaining momentum
Learn more
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
Learn more
Smart communication for hoteliers and guests. Simple. Automated. Profitable.
This vendor's trending score is rising, Smart Host Offers is the #3 most trending product in the Direct Booking Tools category (out of 51) and the #113 most trending product overall in the global hotel tech ecosystem. HTR assesses vendor's real time activity in the market to give buyers a sense of whether a product is gaining momentum
Learn more
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
Learn more
Re:Guest is the most advanced hotel CRM on the market. From (automatic) emotional and personalized offers to the sale of additional services, it seizes every revenue opportunity at every stage of the guest journey.
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
Learn more
Immediately boost your conversion rate and protect your brand
The high-quality guest data generated, will serve as a catalyst for your CRM, improving direct interactions with hotel guests and leading to an increase in direct bookings and guest loyalty.
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
Learn more
Start increasing your direct bookings with personalisation that converts. With the help of Hotelchamp Convert, on average, our customers see an increase in direct bookings of 36% and ROI of 40x.
How can direct booking platforms improve profitability and efficiency?
Direct Booking Platforms boost the performance of your current website and booking engine with tools that add a layer of personalization to your website. The most effective platforms track user behavior on hotel websites and then serve tailored messages and promotions based on that behavior - for example, an early-bird offer to a guest searching six months in advance of their stay. Platform providers with significant data scale are able to automate much of the optimization experience by constantly feeding their learnings from thousands of websites back into the platform for the benefit of every client. Providing the right message at the right time improves the guest experience and has a significant impact on direct bookings (reducing OTA commission costs for the hotel). A Direct Booking Platform enables a hotelier to test and optimize their website content in order to increase conversion. With every booking, hoteliers can learn to target and convert more guests.
Boost website conversion: Dynamic, personalized digital experiences are now an essential part of any high-converting website - from retailers to OTAs. Hotels that want to convert more web visitors and increase direct bookings need the data-driven conversion optimization that a Direct Booking Platform can provide.
Parity management & monitoring: Hotels that are being undercut by OTAs see a 30% decrease in conversion. This means that taking control of price parity and transparently offering guests the best price direct should be at the top of any hotelier’s agenda. A Direct Booking Platform allows hoteliers to easily monitor, manage and optimize their parity to offer guests a trusted, fair price direct.
Lower OTA expenses/increase direct bookings: Shifting direct bookings to your website means that you are shifting business from high cost third parties to low-cost proprietary platforms. These platforms have fixed expense associated which means that you’ve already paid for them - a Direct Booking Platform helps you to maximize that investment by learning continuously from a wealth of data to offer a better, more effective and more personalized digital experience to customers.
FEATURES
What are the most important features of direct booking platforms?
Pricing and Parity Data Accuracy & Insights: Industry-leading pricing and parity data accuracy accompanied by accessible information on undercut breakdown, undercut rate vs conversion rate, parity
Price Comparison Widget: Customizable price comparison widget, regularly UX tested on real guests to optimize design
Message Targeting: Targeted messaging with advanced segmentation and triggering capabilities
Automated Live Chat: An AI chatbot designed to answer specific questions about your hotel so your staff can focus their energy elsewhere.
Drag-n-Drop Customization: A self-service online message builder allowing hoteliers to create personalized, customized messages easily (either from templates or from scratch) and to view results and edit instantly.
Hospitality grade: Live chat features designed specifically for hoteliers including PCI compliant, secure card detail collection and image/pdf uploads.
Analytics & Reporting: A quick view dashboard displaying graphs and metrics for conversion data, direct booking trends over time and additional performance data and insights.
Data Driven Experimentation: A dedicated data science team focussed on running accurate product tests and drawing industry and hotel specific insights from extensive data.
PRICING
What is the typical pricing for direct booking platforms?
This cost will typically vary based on a variety of factors, i.e. number of properties in a hotel group, quantity of rooms per property, and market segment of the properties. All licenses are purchased with an annual contract. Expect pricing between $100-300/month per hotel but make sure to request custom price quotes for your properties using Hotel Tech Report.
IMPLEMENTATION
How long does it usually take for a hotel to implement new direct booking platforms?
The integration can vary depending on how long the providers take to complete their work. The highest varying factor is the booking engine integration. As a general rule of thumb, the more we have worked with that booking engine, the quicker and smoother the integration will be. The biggest factor that influences the time taken for implementation is based on the number of hotels being integrated and if any issues arise during the quality checks.
FAQs
Hoteliers Also Ask
Direct Booking Platforms boost the performance of your current website and booking engine with tools that add a layer of personalization to your website. The most effective platforms track user behavior on hotel websites and then serve tailored messages and promotions based on that behavior - for example, an early-bird offer to a guest searching six months in advance of their stay. Platform providers with significant data scale are able to automate much of the optimization experience by constantly feeding their learnings from thousands of websites back into the platform for the benefit of every client. Providing the right message at the right time improves the guest experience and has a significant impact on direct bookings (reducing OTA commission costs for the hotel). A Direct Booking Platform enables a hotelier to test and optimize their website content in order to increase conversion. With every booking, hoteliers can learn to target and convert more guests.
A direct booking platform should help all teams across a business to do their jobs and see value from the tools. A good answer from a vendor would explain that their tool encourages collaborative working between teams because Marketing, Revenue, Reservations, eCommerce and Senior Management can all get an overview of the work being done, the ROI of marketing campaigns, online messaging and conversations, as well as the overarching direct booking trends over time. A great direct booking solution offers products that are designed to work together seamlessly, allowing your team to do the same.
Accurate pricing data is also integral to driving direct bookings. Guests will shop around to find the cheapest price, and if your direct booking software displays incorrect data they will book elsewhere. A good answer from a vendor on pricing data accuracy would give assurance that there is a team committed to constantly checking and maintaining price accuracy, with emergency engineers on call 24 hours a day if there are any issues. The team should also be working continuously with UX designers to ensure that the 99.5% accurate pricing data is displayed to guests in the most effective way.
If your hotel website has below industry average conversion rates or traffic you should strongly consider a direct booking platform. A hotel’s website is a key channel to drive direct bookings. Direct customers bring richer data, more revenue and better direct relationships. Customers will visit the hotel website on their path to book but hotels can often miss the opportunity to convert those web visitors into direct bookers by not optimizing their website to drive bookings. Similarly, if your hotel is experiencing frequent parity breaches it may be time to consider a direct booking platform. Hotels that are being undercut by OTAs see a 30% decrease in conversion on average. This means decreased revenue, more money paid to OTAs in commission, less data and insights on the behavior of customers/what makes them convert and no direct relationship with guests. The frequency at which the hotel website is displaying the same rates as those on OTAs. The more an OTA ‘undercuts’ a hotel by displaying a cheaper rate, the lower the hotel’s direct website conversion rate.
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