Industries
A margin fight against online travel agencies for direct bookings.
The Dynamic
Every booking through an OTA costs the property a substantial commission. The entire strategic purpose of hotel marketing is shifting share from OTA to direct. That means being discoverable through the OTA, then giving the guest a reason to book direct — and it means the website has to convert as well as the OTA does.
Channels
Instagram and Pinterest for inspiration-stage discovery, Google for high-intent search, email for repeat guests and direct offers, and the property’s own site as the conversion surface. Metasearch matters and is often unmanaged.
Rooms and property imagery, destination and experience content that captures travellers before they have chosen a hotel, and clear direct-booking benefits. Guest-generated content outperforms brand photography for credibility.
A single feed post — the format most brands over-rely on.
Carousel: the format that carries an argument rather than a statement.
Monthly performance review against the KPIs set in strategy.
Where It Goes Wrong
Rate parity clauses restrict how directly you can advertise cheaper direct rates in some contracts and jurisdictions. Accessibility and amenity claims must be accurate. Seasonal demand makes annualised metrics misleading.
Direct booking share, revenue per available room, and cost of acquisition compared against OTA commission — that comparison is the whole argument.
Where I'd Start
I start by comparing direct booking cost against OTA commission, because that single comparison decides where the budget should go. Most properties have never run the number and are surprised by it.
How I Help
01
Your brand is the foundation everything else is built on. Before you invest in marketing, content, or visibility — your brand needs a clear, intentional identity that reflects who you are, who you serve, and why you're the right choice.
02
A brand is not a one-time project — it's an ongoing commitment. Brand Management ensures your brand stays aligned, consistent, and strategically positioned as your business evolves.
03
Posting without a strategy is noise. Social Media Strategy translates your brand into a platform-specific plan that connects every content decision to a clear business outcome.
04
Strategy without execution is just a document. Social Media Management is the full-service solution for brands who want expert hands managing their presence — from content creation and scheduling to community engagement and performance optimisation.
Questions
Instagram and Pinterest for inspiration-stage discovery, Google for high-intent search, email for repeat guests and direct offers, and the property’s own site as the conversion surface. Metasearch matters and is often unmanaged.
Rooms and property imagery, destination and experience content that captures travellers before they have chosen a hotel, and clear direct-booking benefits. Guest-generated content outperforms brand photography for credibility.
Rate parity clauses restrict how directly you can advertise cheaper direct rates in some contracts and jurisdictions. Accessibility and amenity claims must be accurate. Seasonal demand makes annualised metrics misleading.
Direct booking share, revenue per available room, and cost of acquisition compared against OTA commission — that comparison is the whole argument.
I start by comparing direct booking cost against OTA commission, because that single comparison decides where the budget should go. Most properties have never run the number and are surprised by it.
Ready to Start?
Book a free consultation and we can talk through whether your sector and my experience actually line up.