b'FOGHORN FOCUSIncreasing Your Direct Bookings HOW A FUNCTIONAL AND SUCCESSFUL WEBSITE CAN HELP GROW YOUR BUSINESSKELSEY ALLEN//CAPN FISHS CRUISESW hen thinking about ticket sales in small business, one cannot deny the importance of direct bookings. Overall, more direct bookings are directly linked to higher profit margins within small businesses. However, it is important to consider what exactly links these two things together. More direct bookings give a business owner more control and flexibility over how their business is represented to the public in terms of branding, ticket pric-es, company policies, and customer experience. Increasing ones direct bookings also allows for independence from third-party platforms and online travel agencies (OTAs), allowing an owner to save and reinvest money into their business, and ensuring that valuable guest data is retained. PHOTO: MEGAN CLOUSEFOGHORN 8'