HoReCa / Hotels & Accommodation
More direct bookings.
Fewer OTAs.
RevPAR on the rise.
Hotel marketing strategies that cut the commissions paid to Booking.com and Expedia and grow direct bookings. We know the difference between ADR, RevPAR and GOPPAR, and how to grow them.
The terminology we know
RevPARADRGOPPARoccupancy rateOTA commissiondirect bookingyield managementrate paritychannel managerPMS integrationroom type upsellancillary revenueTRevPARlooker vs bookerlength of stay
The problems we solve
What costs the most
for a hotel without a digital strategy.
OTA commission: 18% of every booking
Booking.com, Expedia and Airbnb take 15-25% of your revenue. You have no control over the relationship with the customer. A direct booking strategy can dramatically reduce this cost.
Average OTA commission: 18-22% of ADR
Weak occupancy in low season
High season runs itself. But low season demands an active strategy: dynamic rates, themed packages, events marketing, targeted campaigns for segments with travel flexibility.
RevPAR drops 40-60% in low season without a strategy
You don't know who your guests are
When they come through an OTA, you have no email address, no travel behaviour, no retargeting possibility. There is no database of your own to generate recurring revenue.
Cost of acquiring a new guest: 5× that of a returning guest
The hotel website doesn't convert
Guests compare 5-8 options before booking. If your website doesn't convey the value, has no fast booking engine and isn't priced right against the OTAs, you lose the direct booking.
Average hotel website conversion rate: 1.5%: it can be 4-6%
Negative reviews → the booking rate falls
On Booking.com and TripAdvisor, a score below 8.0 / 4 stars drastically reduces click and booking rates. Active online reputation management is essential.
1 point of Booking score = 11% variation in bookings
Zero post-checkout strategy
The guest leaves and disappears. There is no satisfaction follow-up, no review request, no return offer or loyalty programme. Potential revenue lost with every checkout.
Returning guests book direct in 73% of cases
What we actually do
Our strategy
for RevPAR growth.
01
Google Hotel Ads campaigns + Meta Ads
Google Hotel Ads campaigns (direct presence in Google Travel), Search Ads for branded + destination terms, Meta Ads with lookalike targeting based on existing guests. A complete funnel from awareness to direct booking.
+145%
Direct bookings
02
Destination SEO + local experiences
SEO content for "hotel [destination]", destination guides that attract organic traffic, backlinks from travel websites, LodgingBusiness schema + speakable for AI Search.
+89%
Organic traffic
03
Pre-stay, in-stay and post-stay email marketing
Automated sequences: pre-arrival with room upgrade and service upsell, during the stay with local recommendations, post-checkout with a review request and a return offer with an early-bird discount.
32%
Guest return rate
04
Travel & lifestyle social media strategy
Instagram with professional room + destination photography, stories with local experiences, Reels revealing premium rooms, user generated content from guests. TikTok for younger audiences.
2.1M
Organic impressions
05
Booking & TripAdvisor reputation management
Systematic replies to all reviews, a strategy for generating authentic reviews, competitor score monitoring, a monthly reputation report with prioritised actions.
9.2
Booking score avg.
Frequently asked questions
What hotels ask
before we start working.
Do I have to pull out of Booking.com to grow direct bookings?
No. The right strategy is to run them in parallel, but to offer a clear advantage on your own website: the same price (rate parity), something extra (breakfast included, late checkout, guaranteed upgrade) and a fast booking engine. OTAs remain for new acquisition: direct bookings are more profitable and build a relationship.
How quickly will I see results?
Google and Meta campaigns bring direct traffic in the first month. Significant results in direct bookings: within 60-90 days. Organic SEO and reputation building: 4-6 months.
Do you also work with guesthouses and holiday apartments?
Yes. The strategy differs slightly from a classic hotel (more emphasis on Airbnb optimisation + direct booking through your own website), but the principles are the same.
And other HoReCa types
Grow your RevPAR
or keep paying the OTAs?
30 minutes of diagnosis. We tell you exactly what you're losing today and how we win it back.