Book Scotland Direct is a support campaign that we've been promising to roll out for the past twenty years and is quite simply aimed at building direct booked business for every operator in Scotland.

In the shirt term it's about simple stuff and we are offering all of our current digital clients three free branded Book Scotland Direct images that can be used across social media platforms.  Click on the link below for advice on how to brand up your own business or destination.

Branded Images for your Business 

Background

We aren't trying to build a viral brand concept here but there is no doubt that the louder and more collectively we all shout about booking and purchasing direct the more effectively that message reaches the market place and the greater the chance of increasing low cost DIRECT bookings and reducing the reliance of high cost voucher and OTA channels.

Indeed, one of the most telling phrases we have heard post COVID was “Don’t let the OTA’s own your recovery”

For sure, one of the many things that needs to change is Scotland’s unhealthy dependence on third party distribution channels and quite simply put it is critically important that each and every one of us in the accommodation sector clearly express to our customers across the world that it is ALWAYS best to Book Scotland Direct.

Informing the Market

At its very simplest, Book Scotland Direct is intended to be a badge for your business to wear digitally expressing to your clients that you want, indeed, need them to consider booking direct every time they look at accommodation in Scotland. That bit is easy. We all simply need to say Book Scotland Direct all of the time

In the future, we can see how a focussed project can provide ongoing and updated information and advice from the very best across the industry to help you convert your guests form third party bookings to direct bookers.

As part of widening the project out we have already started reaching out to digital marketing and booking engine providers servicing the Scottish accommodation sector seeking their involvement and expertise and best practices with the aim of creating a definitive bank of advice and information for everyone from B&Bs and Self-Catering through to hotels of all sizes.

We have prepared a basic Digital Promotion Kit which will is available on a free of charge licence for anyone who wishes to use the logos and project content on their own website, digital marketing and in-house print if required.

The Resource Library will build to include case studies from digital marketing experts, booking engine providers and hotels outlining to how to continuously build more direct business and reduce the costs of conversion.

If you are interested in getting involved or wish any more information leave your details on the link below and we’ll send you updates in the coming weeks.

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