How to Create a Website that Builds Trust and Drives Bookings.

I sat down to write yet another article about direct bookings and, truthfully, I was bored before I even hit the third paragraph. Delete. Gone. And it made me wonder: why are we still obsessing over direct bookings as if they’re the sole marker of success?

It’s time to shift the narrative to what genuinely matters: building sustainable businesses anchored by long-term, profitable stays - the kind of reservations that keep teams employed, properties thriving and guests returning.

We’ve heard it all before at accommodation industry events: vendors promising their tool is the silver bullet that will “dramatically boost your direct bookings”. After a few conference panels, webinars and podcasts, the whole thing starts to feel like déjà vu - or watching a rerun you didn’t particularly enjoy the first time around.

So instead of rehashing the same old storyline, let’s talk about something far more meaningful:

• How are we cultivating real relationships with our future, current and past guests?

• How are we building trust, reassurance and confidence - the things that empower travellers to choose us, not just find us?

And all of that begins in the very first place your guests meet you: your website. Not just a digital brochure, but your always-on front desk - the first impression, the first conversation and often the deciding factor in whether a customer feels you’re worth booking with at all. And even when a guest discovers you through an OTA listing, social media or word of mouth, your website is usually where they go to validate trust, confirm authenticity, browse your photo gallery, compare rates and get a general feel for the experience you provide.

Does Your Website Answer the Questions That Really Matter?

• What are you offering? It’s never just a bed, a shower and Wi-Fi - every hotel has those. What’s the memorable, distinctive thing you provide that genuinely solves your guest’s problem?

• Who is your product for? There are 8.27 billion people in the world, and you are not for all of them. Providing clarity about your ideal guest helps the right people recognise themselves in the accommodation experience you offer.

• Why should people choose you? Move beyond accommodation features and amenities. What promises – or value propositions - do you deliver that others don’t.

When your website answers these questions clearly and confidently, something powerful happens: your guest feels safe, understood and assured they’re making the right choice - and that’s when direct bookings begin to flow naturally.

How Our Customers Search Has Changed

Our guests have fundamentally changed how they search, plan and consume content - so we must change how we write for them.

AI tools are powered by large language models (LLMs). Think of them as a super-charged autocomplete: they don’t think or know; they predict the next word based on patterns across millions of pieces of text. They answer questions, summarise content, translate information and offer recommendations.

And here’s the part accommodation operators can’t ignore: LLMs are reading your website and using it to answer guest queries.

More than a third of travellers now use AI to research and plan their trip. They’re asking AI richer, more specific and more nuanced questions than they ever typed into Google.

Instead of searching “Hotels Launceston”, they’re asking for personalised itineraries, budget guidance, room features, access needs, parking options, walkability, nearby activities and more - all in a single question.

AI delivers these answers instantly. Which means your website must give AI the information it needs to find you, understand you and recommend you.

Writing Your Website for Humans and AI

When updating your website, make sure your content:

• Is visible - not buried in images, graphics or banners. Use alt text wherever needed.

• Is written clearly and simply - human-centred, not marketing fluff.

• Uses short paragraphs, bullet points and strong headings to make scanning easy.

• Sounds natural - avoid keyword stuffing or awkward repetitions.

• Uses proper heading structure (H1, H2, H3) so humans and AI can understand your hierarchy.

• Minimises jargon and explains specialist terms when necessary.

• Includes clear, descriptive links (e.g., “Download the pricing guide”).

• Uses consistent terminology - AI performs better when language is steady and predictable.

• Doesn’t hide essential information behind menus, hover boxes or accordions.

• Includes blogs and latest news featuring engaging content that assists AI tools to match your website with user questions, improving your visibility.

• Features a comprehensive FAQ section - AI search tools pull heavily from FAQs because they are structured, direct and question‑based.

• Shows current promotions, packages and special offers.

• Doesn’t hide essential information behind menus, hover boxes or accordions.

• Speaks directly to your customer segments, not everyone.

Relationships Don’t End at the Reservation

Relationships evolve. They deepen. They shift. And customers meet us again in new ways long after the initial booking.

Once a guest has booked, our focus turns to creating a stay worth remembering - moments of surprise, delight and genuine care. These experiences matter more than ever because AI is reading your reviews and using them to recommend (or not recommend) you to future travellers.

And then there’s word of mouth. It remains one of the most trusted forms of recommendation and one of the strongest drivers of new reservations.

Returning guests? They’re gold. Depending on whose statistics you follow, around 70 per cent of returning customers will buy again, while converting a new customer can be as low as 5–20 per cent. Loyal guests cost less to keep - and deliver far more profit overall.

So how do we maintain that relationship day after day?

Collect What Matters: The Guest’s Contact Details

OTAs fiercely guard guest information because they want to own the relationship. Our job is to create experiences and trust strong enough that guests choose to share their email, phone number or postal address with us.

This is the foundation of continuing the relationship beyond check-out.

Once you have their details, you can nurture that evolving relationship:

• Post-Stay: thank them warmly and invite a review - every review builds trust and discoverability.

• One month later: encourage another stay and offer a shareable promotional code for friends and family.

• Newsletters: share updates, reasons to return, recent media coverage (if good) and local inspiration that keeps your property front‑of‑mind.

• Social Media: invite guests to follow you and share photos and memories from their stay.

• SMS: send short-lead offers for spontaneous travellers.

All communication should be personalised. Families, corporates, wedding guests, sports groups, romantic weekends, concertgoers etc., each segment has different motivations and needs.

And yes, creating good content takes time. Only plan what you can execute well; consistency matters more than volume.

In closing, in hospitality we don’t just sell rooms - we create experiences and we build relationships. Every touchpoint, from the first website visit to the moment of check-out, is an opportunity to create trust, comfort and connection. Relationships don’t end; they evolve. When we treat every guest interaction as part of an ongoing conversation, we build the kind of loyalty that brings people back again and again. And that loyalty is what truly sustains our businesses - while naturally driving those all-important direct bookings.

Published: February 2026