The Basque Country is one of France's most sought-after destinations: the coast from Biarritz to Hendaye, the inland around Saint-Jean-Pied-de-Port, the gastronomy, the surf. For gîtes, B&Bs and holiday rentals, demand is strong — but so is dependence on the platforms.
Airbnb and Booking bring a flow of travellers, but at a cost: a commission taken on every booking. Your own website won't replace these platforms overnight, but it lets you capture direct, commission-free bookings and build a more solid business. Here's how.
The hidden cost of platforms
Every booking made through a platform involves a commission that can reach 15 to 20% of the amount, depending on the model and the options. Over a full season, that represents a significant share of your revenue that never reaches you.
On top of that come visibility you don't control, rules that change, and a customer relationship that belongs to the platform, not to you. A direct website is precisely what lets you take that control back.
A direct website means commission-free bookings
With your own site, a direct booking comes back to you in full (apart from payment fees). Even if some of your guests keep coming through the platforms, every direct booking gained clearly improves your profitability.
The goal isn't to switch everything over immediately, but to grow the direct share over time: loyal travellers, recommendations, Google searches. In the long run, that's the difference between absorbing commissions and reducing them.
Building trust so people want to book
A traveller who discovers your accommodation off-platform needs reassurance. Beautiful photos, an honest description, visible reviews and clear practical information (capacity, amenities, surroundings) are often enough to trigger the booking.
A polished site projects a serious, professional image, at least equal to a platform listing. That's the condition for a traveller to confidently book directly with you.
Being found on Google, not just on Airbnb
Many travellers search for 'gîte in the Basque Country', 'B&B in Saint-Jean-de-Luz' or 'holiday rental in Bidart' directly on Google. Without a site, you are invisible for these searches and entirely dependent on the platforms.
A site optimised for local search lets you appear for these geographic queries and capture demand the platforms don't bring you. It's an acquisition channel that works for you continuously.
A tourist and multilingual clientele
The Basque Country attracts French, Spanish and international guests. A site available in several languages (French, Spanish, English) widens your audience, especially on the coast and near the border.
A Spanish or international traveller who can view your accommodation and book in their own language pictures the stay more easily. It's a direct advantage over rentals that remain French-only.
Keeping the relationship with your guests
On a platform, the customer belongs to the platform. With a site and your own contact details, you keep in touch: a happy traveller can return, recommend your place or book directly again the following year.
This direct relationship is a valuable asset. It turns a one-off rental into loyal clientele, far more profitable than an isolated booking made through an intermediary.
A website complements platforms, it doesn't remove them
Let's be honest: platforms remain useful for visibility and for new travellers who don't know you yet. The idea isn't to cut everything, but to use them as a shop window while gradually steering your guests towards direct booking.
A balanced strategy combines both: platforms to be discovered, your site to build loyalty and book without commission. In time, it's this combination that makes your business less dependent and more profitable.
Questions fréquentes
Is a website worth it if I'm already on Airbnb and Booking?
Yes. The site doesn't replace the platforms but complements them: it lets you capture direct, commission-free bookings and gradually reduce your dependence. Every direct booking gained improves your profitability.
How much can I save on commissions?
Platform commissions can reach 15 to 20% per booking depending on the model. Over a full season, every booking shifted to direct represents a significant saving that stays in your pocket.
How will travellers find me without the platform?
Through local search on Google (queries like 'gîte Basque Country' or 'B&B Saint-Jean-de-Luz'), word of mouth, and your loyal guests booking directly again. An optimised site becomes an acquisition channel in its own right.
Do I need an online booking and payment system?
It's recommended to make booking easier, but it depends on your budget. You can start with an availability calendar and an enquiry form, then add an online payment module later.
How much does a holiday rental website cost?
A well-designed showcase site generally ranges between €1,500 and €3,000, more if you integrate online booking and payment. Compared with the commissions saved over a season, the investment often pays for itself quickly.
