Strengthening Direct Booking Strategy for Independent Hotels
When booking mix leans heavily toward third-party channels, margin, pricing flexibility and long-term revenue planning become harder to manage.
Paid acquisition, when structured correctly, allows hotels to exert greater influence over direct booking flow without disrupting wider revenue strategy.
Our goal is to create balance and increase control.
What “Greater Control” Means in Practice
Greater control over:
• Direct booking share during key trading periods
• Margin retained per booking
• Demand during shoulder or low-occupancy windows
• Campaign structure aligned to commercial objectives
• Channel balance across the wider distribution mix
How I Approach Paid Acquisition for Hotels
1. Clarify the Commercial Objective
• Increasing direct share
• Supporting specific room categories
• Driving spa or midweek leisure demand
• Strengthening wedding or event enquiries
• Smoothing shoulder periods
2. Build Paid Structure Around Revenue Strategy
• Existing pricing strategy
• Booking windows
• Channel mix considerations
• Property positioning
3. Protect Rate and Brand Integrity
Discount-led, reactive paid activity can damage positioning. Structured paid acquisition supports rate confidence and brand perception while influencing direct booking flow.
4. Report in Commercial Terms
• Direct revenue contribution
• Efficiency and cost per acquisition
• Strategic impact during key trading periods
This Approach Is Best Suited To
• Independent hotels (approximately 40–120 rooms)
• Properties with leisure, spa or event demand
• Teams reviewing booking mix and OTA reliance
• Operators seeking structured paid support alongside revenue management
Background
Former Digital Marketing Lead, The Montenotte Hotel.
Currently supporting independent hospitality operators across Ireland and the UK.