Hotels, inns and short term rental hosts in Canada compete with online travel agencies for every booking, and pay commission when the agencies win. “Boutique hotel” draws about 5,400 searches a month in Canada and “short term rental” about 4,400. Properties that grow profitably use the agencies for reach, then win direct bookings with a strong website, Google hotel listings, email and a guest experience worth talking about. This guide covers how, with the pricing and registration rules that apply.
Direct bookings versus online travel agencies
| Online travel agencies | Direct bookings | |
|---|---|---|
| Reach | Large, especially for new travellers | Depends on your marketing |
| Cost | Commission on each booking | Your marketing and booking engine costs |
| Guest data | Limited | Yours, for repeat marketing with consent |
| Control | Platform rules | Your policies and offers |
We combine search, ads and landing pages into lead generation programs measured on real enquiries.
Win the direct booking
- A fast, mobile first website with a booking engine that shows real availability and the full price.
- Google hotel listings and free booking links connected through your booking engine, where available.
- Clear reasons to book direct, such as flexible policies or added perks, stated accurately.
- Strong photos and video of rooms, views and the neighbourhood.
- Neighbourhood guides that rank for “things to do near” searches.
Pricing must be all in
The Competition Bureau has taken action against hidden mandatory fees in accommodation, and drip pricing is addressed in the Competition Act. Show the full price, including mandatory resort, cleaning or service fees, from the first display, with taxes clearly explained.
Short term rental registration
Many Canadian cities regulate short term rentals. Toronto, for example, requires operators to register with the City and show the registration number in listings. British Columbia introduced provincial rules on principal residence requirements and registration. Check your municipality before advertising a unit, and display any required numbers on your website and listings.
Reviews and reputation
- Ask every guest for a review after checkout, on Google and on the platforms where they booked.
- Reply to every review, thanking guests and addressing problems calmly.
- Never offer discounts in exchange for positive reviews.
Repeat guests and groups
- Email past guests, with consent, about seasonal offers and events.
- Build pages for weddings, corporate stays, sports teams and extended stays.
- Partner with local event venues and attractions. See wedding and event venue marketing.
Paid campaigns
Search ads on your property name protect direct bookings from agencies bidding on your brand. Metasearch and Google hotel ads put your direct rate next to agency rates. Social ads for seasonal packages work well for leisure properties.
See our Airbnb advertising and hospitality marketing and hotel CRM systems services.
Frequently asked questions
How do hotels get more direct bookings?
A fast website with a real time booking engine, Google hotel listings, accurate book direct benefits, strong visuals and email to past guests.
Do hotels have to show all in prices?
Mandatory fees should be included in displayed prices. Drip pricing is addressed in the Competition Act.
Do short term rentals need registration in Toronto?
Yes. Toronto requires operators to register and show the registration number in listings.
Should hotels bid on their own name in Google Ads?
Often yes, to protect direct bookings from agencies bidding on your brand.
Are online travel agencies worth it?
They bring reach, especially for new guests, but charge commission, so use them alongside direct marketing.
How do hotels get more reviews?
Ask every guest after checkout and reply to every review.
Can hotels offer discounts for reviews?
No. Incentivized positive reviews are misleading.
What content helps hotel SEO?
Neighbourhood guides, event pages and pages for weddings, groups and extended stays.
Can hotels email past guests?
Yes, with consent under CASL.
Do short term rental rules differ by city?
Yes. Check your municipality and province before advertising a unit.
