Does the way guests find your hotel matter? Do users from organic search book more often than visitors from Facebook? We’ve put together 8 questions to tell you where your guests come from, and how they behave once they’re on your hotel website.

This cheatsheet is for the hotel marketing experts and revenue managers ready to grow their hotels’ direct bookings.

When you know how guests find you, which touchpoints they find along the way, and which of your website’s pages are really helping â€" or really hurting â€" your direct booking rates, you can build a tailored book direct strategy.

Christiane Foller is a Conversion Optimisation Specialist and Head of the Net Affinity Conversion Team. Christiane trained in Austria, Switzerland and in the US before taking on various management roles in Ireland, including General Manager at the Hampton Hotel Dublin. She has a keen interest in revenue and conversion optimization. As the head of the Net Affinity Conversion Team, she leads conversion projects, refining and polishing booking processes and user journeys. Christiane is also a master baker, and has a strong dislike for Universal's yellow Minions.