How Hotels in Denmark's Hidden Gems can win more Direct Bookings

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While Copenhagen is often the center of attention in global tourism, Denmark’s charm extends far beyond its capital. We spoke with Jørgen Christensen, Commercial Director at Danske Hoteller A/S (with 26 properties nationwide and a 27th on the way), about how regional hotels can thrive by strengthening their direct booking strategies and staying relevant in a digital-first world.

What is top of mind for Danish hotels currently?

Right now, staffing is the biggest concern—especially for hotels outside of Copenhagen. Finding qualified employees is a constant challenge, and it’s even more challenging during peak times leading up to the summer, which combines business travel during the week with heavy leisure demand on weekends. With a strong economy, many potential hospitality workers find easier or better-paying jobs in other industries.

Another major concern is distribution. OTAs are capturing an increasingly larger share of bookings—especially in urban markets. For regional hotels, this creates a dilemma. They want to reduce dependency on OTAs but face more obstacles in attracting direct business, particularly in the corporate segment. For countryside hotels in particular, it’s not just about offering a room—it’s about giving travelers a reason to visit. Unlike Copenhagen, which sells itself, regional properties must work harder to tell their story.

What are the opportunities for Danish hotels outside the capital to increase direct bookings?

For countryside hotels, the key to driving direct bookings lies in showcasing the unique experiences they offer. First and foremost, the foundation of a strong online presence is crucial. This starts with a user-friendly, high-converting website and booking engine. Without these core tools, no amount of marketing—whether through newsletters or loyalty programs—will make an impact.

Once you’ve got the right foundation in place, the real opportunity lies in creating a compelling reason for travelers to visit your region. Hotels outside the capital can stand out by offering experiences that urban locations simply can’t provide—whether it’s hiking in the stunning Danish countryside, tasting local cuisine, or relaxing at a quiet, family-friendly retreat.

By promoting unique experiences through optimized direct channels, countryside hotels can differentiate themselves and drive direct bookings. Understanding your target audience and clearly communicating the value of your location is key. Competition extends beyond local markets to neighboring countries like Germany and Sweden, where prices are lower, so focusing on value over price is essential. When you offer compelling reasons to visit, supported by a seamless booking experience, your hotel becomes a destination, making direct bookings the natural choice for guests.

How can Independent Hotels effectively balance Direct and OTA distribution?

Rate parity is essential, and hotels must ensure their own direct channels have the best and most transparent rates, whilst monitoring the OTAs. Then, focus on direct conversion. Not only must your booking engine be user-friendly and efficient, but guests should also clearly understand how booking directly benefits them—whether it’s better prices, flexible cancellation, added perks, or a personalized service. Prioritizing direct distribution empowers independent hotels to truly know their guests, build relationships, and have ownership over the customer experience.

What does personalization mean to you, and how can hotels implement it?

Personalization starts with relevance, and hotels should always ask: “What’s in it for the guest?” Whether it’s marketing emails or social media, your communication must be meaningful and add value, beyond just generating awareness. Guests want to be recognized and understood. That could mean remembering their preferences, offering choices in how they check in, or tailoring their experience based on why they’re visiting. Technology and AI can help deliver personalization at scale, but hotels must remain mindful of the nuances.

Personalization starts with understanding who your guests are and the brand you have built around their preferences and the experiences they seek – speaking their language and ensuring your brand personality shines through. One night I remember well—the restaurant manager was celebrating their dog’s birthday and gave the guests a glass of champagne in honor of the occasion. It was a small gesture, but one that guests at the time still talk about today, because it reflected the hotel’s unique personality.

Looking Forward, What are some other ways that Independent Hotels can enhance the Guest Experience?

In Denmark, everything is digital, from banking to taxes. Therefore, offering a seamless online experience is key to meeting guest expectations, especially for younger, tech-savvy travelers. Independent hotels must leverage technology that enhances the guest experience and suits their hotel’s needs

Partner with suppliers who understand these trends and can provide solutions that simplify operations, giving you more time to focus on exceptional service during the stay. When your digital presence is strong, guests are more likely to choose you directly over other options.