Direct bookings: how hotels can boost their sales
Modern payment structures boost sales and guest satisfaction – and ultimately turnover.
Die Szene zeigt eine stilvolle Empfangssituation in der Hotellerie: Eine Person im braunen Blazer reicht an einem eleganten Tresen ein Dokument an einen freundlich lächelnden Mitarbeiter. Das Bild steht für professionelle Kreditkartenakzeptanz mit American Express und vermittelt, wie reibungslos, vertrauensvoll und hochwertig Bezahlprozesse in Hotels gestaltet sein können. Für redaktionelle Beiträge visualisiert es den Mehrwert von Amex für Händler und Akzeptanzpartner: erstklassiger Service, souveräne Abwicklung und ein Premium-Erlebnis für Gäste ebenso wie für Gastgeber.
At a glance:
why hoteliers should choose Amex
Hotels can boost their direct bookings and revenue by offering quick, secure, and internationally accepted payment methods on their websites and on-site. Accepting relevant credit and business cards – such as American Express – enhances the booking and payment experience, especially for business travelers and international guests.
This makes the direct channel more competitive, reduces reliance on high-commission online travel agencies (OTAs), and gives hoteliers greater control over their communication, guest data, and payment processes. A contemporary payment setup isn’t just the basis for a robust form of infrastructure, it is also an effective sales tool.
Why accepting all relevant credit cards is so important in the hotel industry
In recent years, payment behavior has changed fundamentally – including in the hotel industry. Card payments have become indispensable – ideally complemented by contactless payments and digital wallets.
According to the Experience Economy Report 2026 from Paysafe, debit cards (48 percent) and credit cards (46 percent) lead the way as the preferred means of payment for travel, followed by digital wallets such as Apple Pay or Google Pay at 29 percent. All of these payment methods are now considered secure, trustworthy and convenient.
Important: The payment process, whether on the hotel’s website or on-site, should be as convenient as the guests are accustomed to on major booking portals. This also includes accepting all relevant credit cards. Each direct booking made on the hotel’s website, by phone, or directly on-site provides more insight into the guests’ preferences. Hotels can thus adapt their policies, communication and payment security according to their bookings.
In this context, a modern payment setup can serve as a sales tool and deliver immediate results:
- Higher conversion rates on the hotel’s own booking channel, as guests can use their preferred payment method
- Less dependence on OTAs and their commissions, as the direct channel becomes competitive
- Lower administrative workloads, from check-ins to the follow-up processing of cancellations and chargebacks
In short: If hotels only consider the payment process to be a necessary step following the stay without realizing its potential for optimization, they squander significant opportunities.
Das Logo von Swiss Deluxe Hotels mit goldenem H und fünf Sternen auf weissem Grund steht für erstklassige Gastlichkeit, stilvolle Aufenthalte und die Bedeutung von Kreditkartenakzeptanz im Premium-Hotellerieumfeld. Im redaktionellen Kontext illustriert das Bild, wie renommierte Akzeptanzpartner mit American Express anspruchsvollen Gästen komfortables Bezahlen, Vertrauen und ein durchgängig hochwertiges Reiseerlebnis bieten – von der Buchung bis zum Check-out.
Das farbige Logo des Hotels The Home auf weissem Grund steht für moderne Kreditkartenakzeptanz in der Hotellerie und für die Sichtbarkeit starker Akzeptanzpartner von American Express. Die reduzierte, hochwertige Darstellung lenkt den Fokus auf Marke, Vertrauen und Wiedererkennung im Gastgewerbe. Im redaktionellen Kontext unterstützt das Bild Beiträge über Servicequalität, reibungslose Bezahlprozesse und den Mehrwert, den Hotels ihren Gästen sowie American Express Karteninhaberinnen und Karteninhabern mit komfortabler Akzeptanz bieten.
Das Bild zeigt das Logo des Hotels Baur au Lac in klarer schwarzer Schrift auf weissem Grund und verortet den Beitrag unmittelbar in der Welt anspruchsvoller Hotellerie. Im redaktionellen Kontext steht es für die vertrauensvolle Partnerschaft zwischen American Express und exklusiven Akzeptanzpartnern, die Reisenden, Gästen sowie Leserinnen und Lesern reibungslose Kreditkartenakzeptanz, erstklassigen Service und ein stimmiges Premium-Erlebnis bieten. So wird sichtbar, wie Amex gehobene Gastfreundschaft mit smarten Zahlungslösungen verbindet.
The corporate segment: an important target group for hotels
Although the official hotel statistics from the Federal Statistical Office (FSO) do not break down overnight stays by purpose of travel, industry experts estimate that in 2025, between 20 and 50 percent of the nearly 44 million hotel overnight stays in Switzerland were business-related – depending, among other factors, on the region and hotel segment. This represents a significant share that hoteliers cannot afford to overlook.
Corporate customers often have even higher expectations for quick processing, transparent procedures, reliable billing, and payment options than vacationers do. In this customer segment, payments are frequently made using Business Cards and Corporate Cards. Businesses that do not accept these cards can quickly lose relevance among business customers, even if the location, price and quality of the hotel are compelling.
Accepting American Express credit cards can therefore be profitable: American Express is one of the most established providers in the corporate payments and business travel sectors, and a leader in corporate credit cards. If business travelers wish to pay with American Express, they should be able to do so without restriction, so that their expectations for a high level of service are met.
Accepting Amex is also worthwhile for leisure travelers: On average, customers in this group spend 50 percent more than other cardholders when staying at hotels. They also tend to stay longer and book higher-tier rooms.
Hoteliers should therefore check which credit cards are used by their corporate clients and, more generally, in their key source markets. And they should enable direct, easy payment with these cards.
Good to know: Upscale hotels can join one of two partner programs offered by American Express. In both Fine Hotels + Resorts and The Hotel Collection, Platinum Cardholders enjoy numerous additional benefits, such as room upgrades and hotel credit. With these incentives, hoteliers benefit from an additional, high-spending clientele.
American Express leads the U.S. market
More than half of all overnight stays in Switzerland are booked by foreign guests, most of whom come from Germany and the U.S. The U.S. market has by far the largest American Express customer base and accounts for the highest share of the global credit card activity of American Express. Overseas travelers accounted for 23 percent of overnight stays, with guests from the U.S. in particular driving demand, posting a five percent increase.
For this target group, the acceptance of American Express in the payment process is therefore more important than ever. In addition to the EU, other key markets for the Swiss hotel industry include the United Kingdom, India, Australia, Japan, Canada and Mexico: Any business that regularly hosts guests from these regions should not unnecessarily hinder their international purchasing power.
Take advantage of free marketing and promotional materials
When you become an American Express acceptance partner, you can receive free promotional materials, ranging from stickers and billing folders to special industry packages for the hotel industry, which may include items such as candies for the front desk or bottle openers.
Hotels can also benefit from American Express Selects, a marketing program that highlights the latest partners. To participate, all you need to do is to create a limited-time special offer – such as a discount or a voucher – send us an email with the offer details and, if possible, a photo of your hotel, and we’ll publish the offer promptly. If you’re unsure, just share an idea and we’ll work out the details of the offer together.
American Express Selects is used by more than 360,000 visitors annually and has approximately 260,000 monthly newsletter subscribers, with a newsletter read-rate of 60 percent.
Benefits for hotels as American Express acceptance partners
Become an American Express partner and increase your direct bookings
As an American Express acceptance partner, you open your hotel to more international and business travelers. Accepting American Express can be a strategic competitive advantage, especially for properties welcoming an international clientele, large numbers of business travelers, or with a premium positioning.
Allowing guests to make direct bookings with their American Express Cards – without paying OTA commissions – can be more financially advantageous than selling through a commission-heavy booking channel. American Express can bring your hotel additional, often high-spending international guests, higher booking values, and a stronger position in the business travel and premium segments.
Frequently asked questions and answers
American Express can bring your hotel additional, often high-spending international guests, higher booking values, and a stronger position in the business travel and premium segments.
With American Express, hoteliers pay a flat fee of 2.4 percent per transaction as long as their annual American Express Card turnover does not exceed CHF 100,000.
If you’re considering welcoming American Express Cardholders to your hotel, you can submit your contact information via the merchant contact form, and we’ll get back to you shortly. You can also call us directly on 044 659 64 44 (Monday through Friday, 8 a.m. to 6 p.m.) and have your questions answered as quickly as possible.
