In this penultimate episode in our series on Direct Booking, this is an episode you can’t afford to miss. Heather is joined by long-time industry leader Chris Maughan, the founder of i-PRAC and a pioneer in the trust movement for short-term rentals.

This conversation isn’t about OTAs, algorithms, or the latest booking engine. It's about what really drives guests to book directly - and it's not price or promotions. It’s trust.

Chris unpacks the real psychological barriers guests face when booking direct, and why removing uncertainty is the single most important thing you can do to boost conversions. Whether you're a solo host or managing hundreds of properties, building trust into every aspect of your brand is no longer optional - it's essential.

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💥 What You’ll Learn

• Why direct booking sites fail - and how to fix it
  
  
• What uncertainty spikes are and how they kill guest trust
  
  
• How the guest's brain decides whether you're worth booking with
  
  
• Real examples of what works (and what doesn't) on property websites
  
  
• How i-PRAC is helping hosts fight fraud and win more direct bookings
  
  
• Why The Trustology is your must-read guide to trust-driven growth
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📘 Featured Resource: The Trustology by Chris Maughan

This episode is a preview of Chris’s upcoming free eBook, The Trustology, launching November 12.

If you’re building or optimizing a direct booking website, this is your foundation. Chris blends behavioral science, guest psychology, and over two decades of real-world experience into a practical framework for creating guest trust online.

💡 Takeaway: Want more direct bookings? Start by building more trust.
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🧠 Key Quotes

“Uncertainty is the killer of conversion.” – Chris Maughan
“People don’t book properties. They book people they trust.”
“Direct booking is about removing fear - your website must earn their confidence.”
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🔗 Links & Resources

• i-PRAC Certification – www.i-prac.com
  
  
• The Trustology eBook (Free download Nov 12)
  
  
• Chris Maughan on LinkedIn – linkedin.com/in/chrismaughan
  
  

Get your Trust Score - use this code VRSPOD2025-TRUST

Free Trust Score Logo & Analysis

https://www.i-prac.com/trust-score/

Normal Cost £249.00
Promo - FREE offer ends 15th November with promo code 

Support Email - sandra@i-prac.com