Growth in direct booking revenue
Reduction in OTA booking share
Higher RevPAR from direct vs OTA
Increase in repeat direct booking rate
Over 68% of bookings were arriving through OTA platforms at commission rates between 15-22%. The group's owned digital channels were underinvested and underperforming. Guest data was largely held by the OTAs, limiting lifecycle marketing capability.
We implemented a "book direct" programme combining paid media that targeted OTA-researching audiences, a loyalty programme to incentivise repeat direct bookings, and a post-stay email journey to convert first-time guests into loyal direct bookers.
- 01
Hotel meta-search advertising (Google Hotel Ads, Trivago, TripAdvisor)
- 02
Paid search targeting branded and competitor OTA keywords
- 03
Loyalty programme design and email automation
- 04
Post-stay guest data capture and CRM integration
- 05
Website booking funnel CRO reducing abandonment by 41%
- 06
Property-specific content strategy supporting organic search
The shift in booking channel mix, combined with higher average booking values from direct channels, delivered a net profitability improvement of AED 12.4M in the first year. OTA dependency fell from 68% to 44% of total bookings — a structural change that compounds annually.
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