Booking takes a commission of 15 to 25 per cent on every booking. SEO enables you to recoup a significant proportion of these bookings directly, without paying commission. A comparison of the figures and a practical strategy.
In short: A campsite with 80 pitches that receives 200 bookings per season via Booking at a 20 per cent commission rate loses between 8,000 and 15,000 euros a year. SEO enables 20 to 40 per cent of these bookings to be redirected to the direct channel within 6 to 12 months. A return on investment is generally achieved from the very first season. The ideal strategy: keep Booking as a complement and develop the direct channel via SEO.
Booking.com has become indispensable in the tourism sector. For many campsites, it is the main source of bookings — sometimes accounting for up to 60 or 70 per cent of the total. The platform is effective; there’s no denying that. But at what cost?
Let’s run a concrete calculation for a typical campsite in the Gorges du Verdon.
€7,560 per season. That’s a seasonal worker’s salary for two months. And this figure is a conservative estimate — for a larger campsite or one with a higher average basket value, the bill easily exceeds €15,000.
The worst part? This commission is a recurring cost. Every year, you pay it again. There’s no cumulative effect, no asset being built up. Next year, the bill will be the same — or higher if Booking increases its rates.
Unlike Booking, where you pay for every booking, SEO is an investment that pays off over time. Every optimised page, every article published, every Google review you receive strengthens your position in the long term. After 12 months, your website is stronger than when you started — and organic traffic continues to flow in at no extra cost per booking.
When a holidaymaker finds your campsite on Google and books directly via your website, the commission is zero euros. The full amount goes straight into your pocket. Out of the 200 bookings in the previous example, if SEO generates 60 (30%), that’s 60 bookings at 210 euros with no commission — amounting to 12,600 euros in revenue at full margin, rather than 10,332 euros after Booking.com commission.
Via Booking, the customer belongs to Booking, not to you. You don’t have their email address, so you can’t contact them again to offer an upgrade, an off-season promotion or invite them to return next year. Via your website, the customer is yours. You collect their email address, you know their preferences, and you can build their loyalty.
A campsite that relies on Booking for 70 per cent of its business is at the mercy of the platform. If Booking changes its algorithm, increases its commission rates or alters its terms and conditions, the impact is immediate and unavoidable. A campsite with a strong direct booking channel can negotiate, choose and decide. It’s a question of commercial autonomy.
| Criterion | Booking | SEO (direct channel) |
|---|---|---|
| Cost per booking | 15–25% commission | €0 commission |
| Initial investment | None (payment upon booking) | Audit + optimisation (a few hundred euros) |
| Cumulative effect | None (recurring cost remains the same) | The asset grows in value each month |
| Customer data | Belong to Booking | Belong to you (email, preferences) |
| Customer loyalty | Not possible (Booking customers) | Possible (emails, promotions, newsletters) |
| Dependency | High (change in algorithm = immediate impact) | Low (diversification of sources) |
| AI visibility | Booking, not your campsite | Your campsite is listed directly |
| Time to results | Immediate (upon registration) | 2 to 6 months (followed by sustained growth) |
Should you leave Booking? No. That would be a strategic mistake for most campsites. Booking provides visibility, especially for campsites that are just starting out or are not yet well-ranked on Google.
The right strategy is a hybrid one: keep Booking as a complementary channel whilst actively developing the direct channel via SEO. The aim is not to go from 100% Booking to 0%, but to shift from 70% Booking / 30% direct to 40% Booking / 60% direct.
How many bookings come via Booking? What is the total amount of commission? What is the status of your Google ranking? This initial snapshot is essential for setting realistic targets.
Before driving traffic to your site, you need to ensure it converts. This means an integrated booking engine, high-quality photos, comprehensive descriptions, clear pricing and a simple, three-click booking process. If a customer visits your website but still books through Booking because it’s easier, SEO will be of no use.
Technical optimisation, content targeting the keywords your customers search for, local SEO with Google Maps, and AI-driven optimisation to be featured by ChatGPT and Gemini. This is the core of the strategy that will drive qualified traffic to your website.
Offer an exclusive benefit for direct bookings: best price guarantee, complimentary breakfast, premium room location, late check-out. Travellers are willing to book directly if they see a benefit in doing so. Booking.com has recognised this and prohibits price parity in certain countries — take advantage of this if your contract allows it.
A guest who has booked directly is a guest you can follow up with. Send a thank-you email after their stay, an early-bird offer for next season, or a newsletter with the latest news from the campsite. The cost of retaining an existing customer is five times lower than that of acquiring a new one.
Savings of 2,835 euros in the first year — and this figure increases every year as SEO strengthens your ranking. Over three years, a campsite can recoup between 10,000 and 25,000 euros in commission.
Not to mention the indirect benefits: customer data, customer loyalty, strategic independence, and visibility on AI-powered search engines.
The first step is always the same: an audit of your current situation. Where do you stand on Google? How much does Booking actually cost each year? What are the quickest SEO opportunities to capitalise on?
At Livada, we offer this audit free of charge to campsites in the Alpes-de-Haute-Provence and the Gorges du Verdon. In 30 minutes, you’ll know exactly where you stand and what SEO can do for you.
To find out more about our approach to campsite SEO, visit our dedicated page. You can also visit the website of the National Federation of Outdoor Accommodation (FNHPA Pro) for additional resources on campsite management.
Free audit: we’ll calculate the actual cost of your OTA commissions and the potential for direct bookings via SEO.
