Choose the Right Platform for Your Direct Booking Website: 5 Platforms We Recommend

If you’ve been thinking about building a direct booking website but keep getting stuck on where to build it, you’re not alone. This is one of the most common questions I hear from hosts, and honestly, it makes sense. There are a lot of options, and everyone online seems to have a different opinion.

The good news is this. You don’t need the “perfect” platform. You just need the one that fits you, your comfort level with tech, and the stage of business you’re in right now.

In this post, I’ll walk you through:

• The difference between building a booking website on a website platform versus a PMS

• Five popular platforms you can use to create a direct booking website

• Who each option is best for so you can make a confident, informed choice

By the end, you should have clarity instead of overwhelm and a much better idea of which direction makes sense for you.

Affiliate Disclaimer: Some of the links in this post may be affiliate links. This means I may earn a small commission at no extra cost to you if you choose to make a purchase through them. I only recommend tools and platforms I personally use or truly believe can help you build and grow a successful direct booking website.

Website Platform vs PMS: What’s the Difference?

Before we get into specific platforms, let’s clear up a big point of confusion.

A PMS-based website is a website that lives inside your property management system. These are convenient because your calendar, pricing, and bookings are already connected. The downside is that design and branding options tend to be limited, and you don’t have as much control over SEO or the overall guest experience.

A website platform, on the other hand, allows you to build a fully branded website and then connect your PMS through an integration or embedded booking tool. This option gives you more flexibility, stronger branding, and better long-term marketing opportunities.

If your goal is to grow your brand, build trust with guests, and reduce reliance on OTAs over time, a website platform usually offers more room to do that.

Webflow

Webflow is a powerful, design-forward platform that gives you a lot of creative freedom.

Webflow allows you to build visually stunning websites with very custom layouts, animations, and interactions. For hosts who care deeply about aesthetics or want a site that feels completely unique, this level of design freedom can be very appealing. It also produces clean code and fast-loading pages, which is a win for user experience and SEO. With all that flexibility comes complexity. Webflow has a steeper learning curve than most website builders, and it can feel overwhelming if you’re new to website design. Many hosts choose to work with a designer to get the most out of it, which can increase upfront costs.

Pros

• Highly customizable designs

• Advanced layout and animation capabilities

• Clean, fast-loading websites

Cons

• Steeper learning curve

• Not as beginner-friendly

• Usually requires design knowledge or professional help

Best for
Designers, tech-savvy hosts, or brands where visuals are a top priority and you’re comfortable learning new tools or outsourcing the build.

Squarespace

Squarespace is one of the most popular platforms for direct booking websites, and it’s the one I personally use and recommend most often.

Why people love it
Squarespace uses what’s called a Fluid Engine, which gives you much more freedom to design your site visually without needing to understand code. You can move sections, adjust spacing, and customize layouts in a way that feels creative but still simple. It requires zero coding, and you don’t need to purchase separate hosting. Everything is built in, which makes setup and ongoing maintenance feel a lot less intimidating. It also integrates smoothly with PMS tools like Hospitable, making it easy to connect your booking system while keeping your website clean and on-brand.

While Squarespace offers plenty of creative flexibility, it’s still a structured platform. If you want extremely complex interactions or fully custom functionality, you may eventually feel a bit limited.

Pros

• Beautiful, clean templates that look professional out of the box

• Beginner-friendly editor with no coding required

• Strong blogging, SEO, and content features

• Integrates smoothly with PMS tools like Hospitable

Cons

• Less customization than developer-focused platforms

• Not ideal if you want heavy animations or complex interactions

Best for
Beginners, non-tech hosts, and anyone who wants a beautiful, professional website without the overwhelm. It’s especially great for hosts who care about design, branding, and having creative control without needing to learn advanced technology.

WordPress (Self-Hosted)

WordPress is known for its flexibility and endless customization options.

Why people love it
WordPress offers endless customization through themes and plugins, making it possible to build almost any type of website. It’s especially strong when it comes to blogging and SEO, which can be helpful if content marketing is a big part of your growth strategy. There are also many booking plugins and PMS integrations available. WordPress requires more hands-on management. You’ll need to purchase hosting, manage updates, and occasionally troubleshoot plugin conflicts or security issues. For hosts who don’t enjoy the technical side, this can become frustrating over time.

Pros

• Endless customization through themes and plugins

• Strong SEO potential

• Works with many booking plugins and PMS tools

Cons

• Requires hosting, updates, and maintenance

• Can break if plugins conflict

• Not beginner-friendly without guidance

Best for
Tech-savvy hosts or business owners who want full control and don’t mind handling the technical side or working with a developer.

Wix

Wix is a drag-and-drop website builder that’s often chosen for its simplicity.

Why people love it
Wix is intuitive and beginner-friendly, which makes it appealing if you want to get a website up quickly. The visual editor allows you to see changes in real time, and many hosts appreciate the low barrier to entry. While Wix is easy to start with, it can feel limiting as your business grows. Design consistency can be harder to maintain, and advanced customization or scaling options are more restricted compared to platforms like Squarespace or WordPress.

Pros

• Easy to use with visual editing

• Quick setup

• Affordable entry point

Cons

• Less scalable for long-term growth

• Limited flexibility compared to Squarespace or WordPress

• Can feel restrictive as your business expands

Best for
Hosts who want something fast and simple or those just getting started with direct bookings and testing the waters.

PMS-Built Websites

Some property management systems offer built-in website options.

Why people love it
PMS-built websites are convenient. Everything lives in one place, and your calendar, pricing, and booking flow are automatically connected. This can feel reassuring, especially if you’re trying to avoid technical setup. These websites tend to be very limited in terms of design, branding, and customization. SEO options are often minimal, and it can be difficult to create a website that truly reflects your brand or stands out from other listings using the same system.

Pros

• Everything lives in one system

• Easy setup

• No separate integration required

Cons

• Limited design and branding

• Weaker SEO capabilities

• Harder to differentiate your brand

Best for
Hosts who want a basic booking site with minimal setup and don’t plan to focus heavily on branding or content.

How to Decide What’s Right for You

If you’re feeling unsure, start by asking yourself:

• Do I want something simple or something highly customizable?

• How important is branding and design to me?

• Do I enjoy tech, or do I want something guided and intuitive?

• Am I building just for now, or for the long term?

For many hosts, especially those who want ease without sacrificing professionalism, Squarespace paired with a PMS like Hospitable ends up being a really balanced option.

Ready to Build Your Direct Booking Website?

If Squarespace feels like the right fit, I’ve created a Squarespace template designed specifically for direct booking websites. It’s built to integrate easily with your PMS and takes the guesswork out of structure and layout.

If you’d like more guidance, you can also:

• Watch my YouTube video where I walk through how to build a direct booking website

• Download my Direct Booking Blueprint, which outlines exactly what you need to prepare before building your site

A direct booking website isn’t about being perfect. It’s about creating a space that reflects your brand, builds trust with guests, and supports your business long-term. Choosing the right platform is simply the first step.