How to get more direct bookings in 2026 (without relying on the OTAs)
Direct bookings are more valuable than ever in 2026 because they protect your margin, your guest relationship, and your data from the OTAs. Winning more of them comes down to a real plan: being visible in both traditional search (SEO) and AI-driven search (GEO), showcasing what makes your property distinctive – including accessibility – and building the systems to convert and repeat. The hosts who "go direct" without that plan are the ones who struggle.
That's the core of the latest Host Planet Podcast episode – powered by Lodgify – where James Varley sat down with Becky Ward, CEO of Simply Owners, to unpack how hosts and property managers can win more direct bookings, and to preview the Host Planet Roadshow in Nottinghamshire, where Simply Owners is the Event Partner. Catch the full episode on YouTube, Spotify, or Apple Podcasts.
Here's what came out of the conversation.
Why direct bookings matter so much in 2026
Every booking that comes through an OTA costs you – in commission, in control, and in the guest relationship. When a guest books direct, you keep more of the revenue, you own the data, and you can build a relationship that leads to repeat stays and referrals rather than a one-off transaction the platform owns.
In 2026, with rising costs and more competition for visibility, that margin and that direct relationship are what make an STR business resilient. Direct isn't about abandoning the OTAs – it's about not being dependent on them.
What to do: Treat direct bookings as your highest-value channel and build deliberately towards them, rather than hoping they trickle in alongside OTA reservations.
The Simply Owners story – and how they help hosts go direct
Simply Owners has spent a decade connecting owners with guests directly, building a platform designed around one idea: helping property owners get direct bookings without handing control to the big OTAs. Under Becky Ward's leadership the business has kept evolving with the market, focusing on visibility and conversion for the owners it serves.
The lesson for individual hosts is that direct booking success is a system, not a single tactic – visibility, trust, and an easy path to book all have to work together.
Accessible properties are converting more direct guests
One of the standout points from the episode: accessible properties are achieving more direct bookings. Guests with accessibility needs often can't rely on generic OTA filters to tell them what they truly need to know, so they actively seek out properties – and owners – who spell out the detail clearly.
That makes accessibility both the right thing to do and a genuine commercial advantage. If your property has step-free access, a wet room, grab rails, wide doorways, or ground-floor sleeping, describing it precisely can win a loyal, underserved segment of direct guests.
What to do: If your property has accessible features, document them in specific detail on your direct site. If it doesn't, consider which improvements are realistic – this is an underserved, high-intent market.
SEO and GEO: getting found in 2026
Visibility is where most direct booking strategies live or die, and in 2026 that means two things working together:
SEO (Search Engine Optimisation) – being found when guests search Google for a place to stay. That means a fast, well-structured direct website, location and property pages that answer real guest questions, and content that builds authority for your area.
GEO (Generative Engine Optimisation) – being surfaced when guests ask an AI assistant like ChatGPT, Claude, or Google's AI Overviews for a recommendation. AI tools read and summarise clear, specific, factual content, so the same detail that helps guests helps the algorithms recommend you.
The through-line is clarity. Whether it's a search engine, an AI assistant or a guest, concrete and specific content wins.
What to do: Audit your direct site for both – is it technically sound and keyword-relevant for Google, and is your content specific enough for an AI tool to confidently recommend you?
Where hosts go wrong when they try to "go direct"
The biggest mistake is trying to go direct without a real plan. Hosts spin up a website, add a booking button, and expect reservations to follow – then wonder why nothing happens.
Going direct is a strategy, not a switch. Without visibility (SEO/GEO), trust signals (reviews, clear policies, professional presentation), and a frictionless booking and payment experience, a direct site is just a brochure nobody finds. The owners who succeed treat it as a channel to build, resource, and optimise over time.
What to do: Before chasing direct bookings, make sure you have the three fundamentals in place – discoverability, trust, and an easy path to book and pay.
The Host Planet Roadshow comes to Nottinghamshire
A big theme of the episode is taking STR education out to the regions – and the next stop is Nottinghamshire.
The Host Planet Roadshow Nottinghamshire takes place on 14 September at One Call Stadium, Mansfield, with Simply Owners as the Event Partner, and the focus for the day is direct bookings. Click here to view the agenda for the day. Tickets are £40 and going fast.
What attendees can expect
This event uses the roundtable format that proved so popular at the earlier Cornwall and Portsmouth stops. Instead of sitting in rows, attendees work around tables – which is far better for making the connections hosts actually come for. As Becky puts it, the roundtables let you "speak to so many people and work collaboratively on the project in the afternoon."
That's the real value: whether you're an owner or a property manager, you come to find the right people – who's best for direct bookings, who to talk to about pricing – and the format is built to make those introductions happen. The collaborative afternoon project at Cornwall and Portsmouth genuinely pushed attendees to think more deeply about other areas of their business.
Expect roundtable sessions and competitions, plus practical direct booking strategy. It's education, networking, and collaboration in one day – focused squarely on helping you win more direct business.
What to do right now to get more direct bookings
If you take a handful of actions from this episode, make them these:
Fix your discoverability – invest in SEO and GEO so guests and AI tools can find and recommend your property.
Get specific – describe your property, location, and any accessible features in concrete detail.
Remove friction – make booking and paying direct as easy as any OTA.
Build the relationship – capture guest data and encourage repeat, direct stays.
Learn in the room – come to the Host Planet Roadshow event in Nottinghamshire and build the connections that move your business forward.
Direct bookings aren't a lucky extra in 2026 – they're the foundation of a more profitable, more resilient STR business. Build the plan, and the bookings follow.
Offers & links
🎟️ Host Planet Roadshow Nottinghamshire – 14 September, One Call Stadium, Mansfield. Event Partner: Simply Owners. Focus: direct bookings. Tickets £40. Click here to book.
💰 Get 20% off Lodgify with code HOSTPLANET20. Click here for details.
Frequently asked questions
Why do direct bookings matter more in 2026? Because they protect your margin, your data and your guest relationship. Direct bookings avoid OTA commission, let you own the guest relationship for repeat stays, and reduce dependence on platforms whose rules and fees you don't control – making your business more profitable and resilient.
How do I get more direct bookings for my holiday let? Focus on three things: discoverability (SEO and GEO so guests and AI tools can discover you), trust (reviews, clear policies, professional presentation), and a frictionless booking and payment experience. Then capture guest data to drive repeat direct bookings.
What is GEO and how is it different from SEO? SEO (Search Engine Optimisation) is about ranking in traditional search engines like Google. GEO (Generative Engine Optimisation) is about being surfaced by AI assistants like ChatGPT, Claude, and Google's AI Overviews. Both reward clear, specific, factual content about your property.
Why do accessible properties get more direct bookings? Guests with accessibility needs often can't rely on generic OTA filters and actively seek owners who describe their accessible features in detail. Documenting features like step-free access, wet rooms, or ground-floor sleeping clearly can win a loyal, underserved segment of direct guests.
What's the biggest mistake hosts make going direct? Trying to go direct without a plan – launching a website and expecting bookings to follow. Without visibility, trust signals and an easy booking experience, a direct site won't convert. Going direct is a channel to build over time, not a switch to flip.
What is the Host Planet Roadshow in Nottinghamshire? A one-day STR event on 14 September at One Call Stadium, Mansfield, with Simply Owners as Event Partner and a focus on direct bookings. It uses a roundtable format for networking and collaboration, with sessions, competitions, and speakers including Janet Uttley from the Short Term Accommodation Association, Becky Ward, and Lisa Roads. Tickets are just £40 each.
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