The Boostly Podcast: Episode Summary
Title: Directo: Revolutionizing How You Get Direct Bookings
Host: Mark Simpson
Guest: Pierre Bay, CEO and Founder of Directo
Release Date: December 30, 2024
Introduction to Directo and Its Mission
In this episode of The Boostly Podcast, host Liam Carolan welcomes Pierre Bay, the CEO and founder of Directo, a revolutionary platform aimed at increasing direct bookings for hosts in the hospitality industry.
Pierre introduces Directo as a search platform designed "from the industry for the industry" to help property owners and managers secure more direct bookings, minimizing reliance on Online Travel Agencies (OTAs) like Airbnb.
Pierre Bay [03:07]: “We created a platform from the industry for the industry to basically help get more direct business, which I think is kind of the holy grail and what's something that aligns us all.”
How Directo Works
Directo functions as a browser extension that travelers install, which then overlays direct booking options whenever they search for accommodations online. This tool not only highlights the host’s direct website but also provides better deals compared to OTAs.
Pierre Bay [03:41]: “Directo is a new search platform that allows travelers to find direct deals. It's something that travelers install in their browser, and every time they search anywhere on the web, we're going to help beat that search and find the direct deal.”
Pierre emphasizes the platform's uniqueness in capturing data for all guests, not just the lead booker, thereby enabling hosts to build comprehensive databases for marketing.
Benefits for Hosts and Guests
Directo offers multiple advantages:
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For Hosts:
- Increased Direct Bookings: By prioritizing direct listings, hosts can reduce OTA fees and retain more profit.
- Comprehensive Data Collection: Access to detailed guest information allows for better engagement and marketing.
- Enhanced Conversion Rates: Directo assists in driving targeted traffic to hosts' websites, improving booking conversions.
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For Guests:
- Better Deals: Direct bookings often come with better pricing and exclusive offers.
- Simplified Booking Process: Directo ensures a seamless transition from search to booking without the friction often encountered on OTA platforms.
Liam Carolan [08:58]: “If your website isn't easy for people to book, then it might just be, they might just look at it... and so the OTA, that's so true.”
Data Analytics and Tracking
Pierre discusses the importance of tracking and analytics in understanding user behavior and improving conversion rates. Directo uses UTM tags to help hosts monitor traffic sources through tools like Google Analytics.
Pierre Bay [12:35]: “We put a little UTM in your URL so that you can look easily for it in your Google Analytics.”
Additionally, Directo offers assistance in generating detailed reports, enabling hosts to benchmark their performance against industry standards.
Challenges and Solutions
Pierre acknowledges the initial challenge of user acquisition, stressing the "chicken and egg" scenario where both hosts and travelers need to join the platform for it to be effective. Directo addresses this by:
- Allowing travelers to submit direct booking links, thereby expanding the property listings.
- Implementing aggressive marketing campaigns, including in high-traffic areas like subway stations in Spain.
Pierre also highlights the importance of website optimization for hosts to ensure high conversion rates once Directo drives traffic to their sites.
Pierre Bay [20:26]: “There's a big impact of how good your website is, how ready it is, how much trust it relates to the consumer.”
Future Directions
Looking ahead, Directo aims to expand its user base significantly, targeting millions of users to create a robust ecosystem that benefits all stakeholders in the hospitality industry. The platform plans to evolve by enhancing its search and loyalty features, fostering a marketing cooperative where hosts and travelers mutually benefit from increased direct interactions.
Pierre Bay [23:55]: “We see this as a marketing co-op, where people become members and help us outgrow and eventually speak about it to their guests.”
Exclusive Offer and Call to Action
To support hosts in adopting Directo, the platform offers a special discount: 50% off the first three months for Boostly listeners. Hosts can redeem this offer by visiting directo.com and using the discount code “Boostly” during signup.
Pierre Bay [24:48]: “Search getdirecto.com, sign up for a membership, and use the discount code ‘Boostly’ to receive 50% off your first three months.”
Closing Thoughts and Key Takeaways
The episode concludes with Pierre sharing his entrepreneurial philosophy of "failing fast" to encourage continuous testing and improvement. Liam echoes the sentiment, emphasizing the importance of taking actionable steps to enhance direct bookings.
Pierre Bay [28:09]: “My motto is try to fail fast... Just test and ship things fast so we can fail fast and discover what actually works and keep growing.”
Conclusion
This episode of The Boostly Podcast provides an in-depth look at Directo, a promising tool for hosts seeking to maximize direct bookings and reduce dependency on OTAs. With valuable insights from Pierre Bay, listeners gain a clear understanding of how Directo functions, its benefits, and strategic approaches to overcoming industry challenges. The exclusive discount offer further incentivizes hosts to explore Directo’s capabilities, paving the way for a more profitable and independent hospitality business.
Links Mentioned:
- Directo Website: getdirecto.com
- Stayfi Offer: stayfi.com/boostly
- Hostfully Sponsorship: hostfully.com/boostly