Travel is back. Will guests book you directly?
International tourism has fully recovered from the pandemic. Demand is there — the question for independent hotels is how much of it arrives through their own website instead of a commission-taking app.
By the Xuru Technologies team · 12 February 2025
Key takeaways
- UN Tourism estimates about 1.4 billion international tourist arrivals in 2024, around 99% of 2019 levels.
- Many destinations in the Middle East, Africa and Europe exceeded pre-pandemic numbers.
- UN Tourism expects further growth in 2025.
- Independent properties that make direct booking fast and trustworthy keep more of each booking.
After four difficult years, the travel industry has its numbers back. For small hotels, homestays and B&Bs, the challenge has shifted from "will guests come?" to "how do they find and book us?"
What happened
In its January 2025 World Tourism Barometer, UN Tourism reported that international arrivals reached an estimated 1.4 billion in 2024, about 99% of pre-pandemic levels and 11% more than in 2023. It projected growth of 3% to 5% in 2025, assuming conditions stayed stable.
What it means for hotels and guest houses
- Guests research more than ever. Travellers compare the OTA listing with the hotel's own website before booking.
- Direct booking is margin. Every booking that comes direct avoids OTA commission and gives you the guest relationship.
- Mobile matters. Much of travel research happens on phones, often on the move.
- International guests need clarity: location, transport, total price, cancellation policy and language.
What to do now
| Area | Check |
|---|---|
| Booking engine | Bookable in three taps on a phone, with the total price shown early |
| Photos | Real, recent photos of rooms, bathrooms and views |
| Direct benefits | A clear reason to book direct: flexible cancellation, breakfast, upgrade |
| Google profile | Matches your website on hours, contacts and photos |
| Reviews | Recent reviews visible near the booking button |
See how we approach hotel website design for direct bookings.
Frequently asked questions
Should small hotels stop using OTAs?
No. OTAs help guests discover you. The aim is to convert more returning and researching guests through your own website.
What makes guests book direct?
Trust, a simple booking process, the same or better price and a clear extra benefit for booking direct.
Do I need a multilingual website?
If a large share of your guests come from one country, translating key pages into their language can help.
More direct bookings, less commission.
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