Lifting direct bookings from 18% to 41% of room revenue
A direct-booking program for a 4-property group: metasearch, a rebuilt booking experience, and a guest-data engine that reduced OTA dependency — saving seven figures in annual commissions.
OTAs delivered occupancy but took 18–24% commission and owned the guest relationship. The group's own booking flow converted at a third of OTA rates, rate parity was leaking, and past guests were a spreadsheet nobody emailed.
- 01
Fixed the foundation: rate-parity audit, best-rate guarantee, and a rebuilt mobile booking flow (7 steps → 3, +2.4x conversion).
- 02
Google Hotel Ads + Tripadvisor metasearch bidding on the group's own demand, defended brand terms against OTA bidding.
- 03
Guest-data engine: unified past-stay records into segmented lifecycle campaigns (pre-arrival upsell, win-back, seasonal offers).
- 04
Direct-only perks (late checkout, room-class upgrade odds) merchandised across the funnel to shift habitual OTA bookers.