It is 11pm. A couple planning a weekend away have found your hotel. Before booking, they have a question: can they bring the dog? Is there parking? What time can they check in? If your website cannot tell them, they go back to the booking site where they found you and book there. You still get the guests, but you pay commission on the stay. Here is how a small hotel or B&B can catch more of those enquiries on its own website.

Short answer: Make your own website answer the questions guests ask before they book, at any hour, and make your direct booking link easy to find. A Which? Travel investigation reported that booking sites typically charge 15 to 25% commission per room booked. Every guest who books direct keeps that money with you.

Why the late night question matters

Guests rarely book a room the moment they see it. Small details decide it. Is the dog welcome? Is there somewhere to park? Is breakfast included? Can they arrive after 9pm?

These questions often come up in the evening, when reception is closed or the owner is serving dinner. If the only answer is a phone that rings out, or a form that promises a reply within 24 hours, many guests will not wait. The booking site has the answer laid out, a book button and their saved card details.

What booking site commission costs a small hotel

Booking sites bring visibility, and most small hotels need them. Each booking still carries a cost. A Which? Travel investigation in March 2020 reported that online travel agents (OTAs) typically charge 15 to 25% commission on every room booked through their sites.

A 2022 market study for the European Commission found that independent hotels reported paying an average basic commission rate in the 10 to 20% range, before any extra paid for better visibility. That study covered EU countries rather than the UK, but it gives a sense of scale.

As a worked example, on a £120 room, 15 to 25% is £18 to £30 a night. The aim is not to leave booking sites. It is to make sure guests who have already found your own website do not have to go back to one to get an answer.

The questions guests ask before they book

Most of these have fixed answers, and the same ones come up every week:

  • Rooms: which room suits two adults and a child, whether there is a ground floor room, twin or double.
  • Dogs: whether dogs are allowed, in which rooms, and whether there is a charge.
  • Parking: whether it is on site, whether it is free, and whether there is car charging.
  • Breakfast: whether it is included, what time it is served and whether you cater for dietary needs.
  • Check in and check out: the earliest check in, what happens with a late arrival and how keys are collected.
  • Food and drink: whether the restaurant or bar is open to residents in the evening.
  • Access: step free access, stairs and accessible rooms.
  • Groups and occasions: several rooms for a family party or a wedding, or a special occasion.

Five practical ways to catch more direct enquiries

1. Put the answers on your website. A clear FAQ covering dogs, parking, breakfast, check in and accessibility, written the way guests ask.

2. Make the direct booking link obvious. Put it on every page, near the top, and check it works on a phone as well as a computer.

3. Say why booking direct is worth it. If you offer anything extra to guests who book with you, such as a welcome extra or a more flexible policy, say so clearly. Only promise what you actually offer.

4. Have a plan for after hours. An automatic email reply that answers the common questions and links to your booking page is better than silence.

5. Capture the details. When a question needs a person, such as a group of rooms or a special request, take the guest's name, dates and contact details so you can reply first thing.

How an AI assistant on your own website helps

An AI chat assistant sits on your website and answers guests' written questions at any hour, from the details you give it: rooms, dogs, parking, breakfast and check in times. It shares your direct booking link, so a guest who is ready to book does it with you. When a question needs a person, it takes the guest's name, dates and contact details and emails them to you.

What it does not do matters just as much. Delegait's assistant does not make or confirm bookings, and it does not check live availability. Your booking page and your team do that. It does not guess: allergies, complaints and anything unusual go to your team.

Here is an illustrative exchange for a sample small hotel. The hotel and its details are made up. Your assistant would use your own information.

Guest, 11:20pm: Do you take dogs? And we won't get there until about 10pm on Friday. Is that OK?

Assistant: Dogs are welcome in our two ground floor rooms. For arrivals after 9pm we leave your key in a lock box and text you the code on the day. You can book either dog friendly room on our website using the Book Direct button. Is there anything else I can help with?

If the guest asks something it has not been given, such as an anniversary request, it takes their details for you to follow up in the morning. For more detail, read AI chat assistant for hotels and pubs. For the difference between an AI assistant and a person on live chat, see AI chatbot, AI customer service or human live chat.

What it costs

Delegait sets up and manages the assistant for £395, then £275 a month, with no per conversation fees. It is a rolling monthly contract with 30 days' written notice. Prices exclude VAT where applicable. It is typically live in 3 to 5 working days once the content, access and approvals are ready.

A simple way to judge it: work out how many extra direct bookings a month it would take to cover the fee. For a wider view of prices, read how much an AI chatbot costs in the UK. If you are not sure whether you are missing enquiries in the first place, start with 4 signs your business is losing leads out of hours.

Frequently asked questions

How can a small hotel get more direct bookings?

Make your own website answer the questions guests ask before they book, such as dogs, parking, breakfast and check in times. Put your direct booking link on every page, especially on mobile, and have a way to answer or capture enquiries outside office hours.

How much commission do booking sites charge hotels?

A Which? Travel investigation in March 2020 reported that online travel agents typically charge 15 to 25% commission on every room booked. A 2022 market study for the European Commission found independent hotels in the EU reported average basic commission rates in the 10 to 20% range. Your own contract sets your actual rate.

Can an AI chat assistant take hotel bookings?

Delegait's assistant does not make or confirm bookings and does not check live availability. It answers guests' questions from your own details, shares your direct booking link and emails you any enquiry that needs a person.

How much does an AI assistant for a small hotel cost?

Delegait charges £395 to set up a fully managed AI chat assistant and £275 a month to run it, with no per conversation fees. It is a rolling monthly contract with 30 days' written notice. Prices exclude VAT where applicable.