Worked models · projected, not past clients
How we'd grow
your direct bookings.
We won't publish numbers you can't verify. So here's exactly how we'd approach two real hospitality scenarios, with the math laid out. Real named results will replace these models as our first pilots land.
Model 01 / 02
Modeled scenario — projected, not a past client
Boutique hotel · heavily OTA-dependent · APAC
How we'd cut a boutique hotel's OTA dependency from ~80% toward 50%.
Challenge
A hotel relying on OTAs (Booking.com, Agoda) for around 80% of bookings, paying 18-25% commission on every reservation, with its own website generating almost no direct bookings.
What We’d Do
- Defend branded search so Booking.com stops bidding on the hotel's own name
- Local SEO across the Google Business Profiles
- Google Ads + Google Hotel Ads targeting direct-booking intent
- A direct-booking landing path with rate parity and a real reason to book direct
Modeled Results
~50%
Direct share, modeled (from ~20%)
3-4×
Target ROAS on Google Ads
18-25%
OTA commission recovered per shifted booking
90 days
To first booking-mix movement
The assumptions, stated
Every input is on the table. Argue with any row and the model recalculates — that's the point of showing the math.
- M1-01
OTA share of bookings today
~80%, paying 18–25% commission on every reservation (Booking.com, Agoda).
- M1-02
Direct share today
~20% — the property's own website contributes almost none of it.
- M1-03
Branded search
Currently conceded — the OTAs bid on the hotel's own name and win it.
- M1-04
What the model targets
Direct share toward ~50%, 3–4× ROAS on Google Ads, first booking-mix movement inside ~90 days.
Model 02 / 02
Modeled scenario — projected, not a past client
45-room boutique resort · ~$400K/yr OTA commission
How we'd move a 45-room resort from ~82% OTA-dependent toward majority-direct.
Challenge
A 45-room resort paying roughly $400K a year in OTA commissions, with Booking.com bidding on its own brand name, no Google Hotel Ads presence, and no direct-booking incentive in the booking engine.
What We’d Do
- Hotel Ads + Search architected as one integrated strategy
- Booking-engine signals (ADR, pace, occupancy) wired into bid logic
- A 12-month seasonal campaign calendar by source market
- A direct-booking incentive layer with a rate-match guarantee
Modeled Results
50%+
Direct share target, modeled (from ~18%)
8-11×
Hotel Ads ROAS target
$100K+
Modeled annual commission recovered
Higher
ADR via a stronger direct mix
The assumptions, stated
- M2-01
The property
45-room boutique resort, ~82% OTA-dependent.
- M2-02
Commission paid today
Roughly $400K a year to the OTAs.
- M2-03
Missing today
No Google Hotel Ads presence, no direct-booking incentive in the booking engine, brand name conceded to Booking.com.
- M2-04
What the model targets
50%+ direct share, 8–11× Hotel Ads ROAS, $100K+ annual commission recovered.
Want this run on your real numbers?
Tell us about your property and we'll show you the same math on your own numbers — free, whether or not we end up working together.