As I skim through at least a half-dozen industry newsfeeds and blogs each day, I often see headlines focusing on how to increase direct bookings. Being in the hotel sales and revenue optimization training business, I am always enticed to click such links.

Yet when I do, the themes seem to always focus on increasing website traffic and web conversions, which are no doubt important topics. Hotels are spending huge sums to focus on these opportunities, seemingly fishing for new bookings in a deep blue ocean of virtual opportunity.

Meantime, one often-overlooked opportunity is to simply train your front-desk colleagues to encourage in-house guests to rebook. This initiative is easy to implement, has a very low cost, and when you do the math, has a potentially huge upside.