If you can get bookings through your brand.com website it helps in being able to establish a direct relationship with your customer and gain access to their email/phone for easy connection and repeat stays. Once that relationship has started and if you make it simple and easy enough they will always book direct through you.

An extra night, a bottle of wine on arrival, late checkout, these are all things that can help you get your customers to spend more money. Offer that 3rd night half price to get them to stay another night. What about a free entree at your restaurant so they spend on drinks and more food. All these little things and moments can add massive value to your bottom line with very little extra work. 

If a customer books through your brand.com channel you get a direct line of communication with them. From that exact moment you can provide them with a better guest experience. Starting with welcome emails/txt, check in times, upgrades. Being on the front foot provides a better experience for them, which ideally results in them coming back and leaving a great review on their experience. 

Your database is a HUGE part of your business, so if you aren't building this or storing this today, we highly recommend that you start. By building a database of customers that have stayed or visited it allows you to connect them with deals, offers, events. Lots of people take the same trip each year to the same location, so if you provide a good experience and contacting them again, its very likely that they will stay again as they know what they are going to get.