Direct Booking System
€2.500 / month
A discreet, performance-led system to protect brand demand, reduce OTA leakage, and increase direct bookings - without adding operational burden to your team.
Brand capture + metasearch management + leakage control + conversion improvements (CRO)
One-time setup scoped after a short call. Media spend paid directly to Google.
The audit is a short brand SERP + metasearch readiness summary (no deck, no fluff).
Request a quick audit
Book a 15‑min call
What makes this work
If any of the above is constrained, we adapt the scope and focus on what is feasible - without adding unnecessary load to your team.
To move quickly, it helps to have:
  • Access to Google Ads, GA4 (or equivalent analytics), Google Business Profile, and Google Hotel Ads connectivity (or the relevant integration provider)

  • One accountable decision-maker for rate & value positioning (GM / Owner / Revenue)

  • Ability to implement small, practical changes quickly (offers/packages, key conditions, guest-facing clarity)

  • Alignment on 1–2 direct-booking advantages (e.g., flexibility, value-adds, experiences), approved by GM/Revenue

  • A light feedback loop with Operations: we summarise recurring guest-feedback themes and agree on practical actions where relevant.
The system
at
a glance
A connected framework that captures brand demand, manages metasearch, closes OTA leakage, and improves conversion - so direct wins where it should.
Manage metasearch as a sales channel across markets and demand periods (not "set and forget").

Google Hotel Ads (metasearch)
02
Protect brand queries so guests searching for your hotel name reach the official channel first.
Brand capture
01
Add only purchase-ready non-brand searches (areas/landmarks, design/boutique intent) with strict exclusions.
Selective high‑intent demand expansion
04
Identify why direct loses the booking (rate plans, conditions, packaging, fee clarity) and implement practical fixes.
Leakage control (rate & value positioning)
03
CRO via heatmaps & session recordings, plus Local (GBP), reviews, and commercial pages that reinforce trust and reduce friction.
Conversion support layer
05
Each pillar supports the others - this is why the system performs better than isolated channel work.
Final KPI set is confirmed after access to your stack (booking engine, Hotel Ads connectivity, analytics).
  • Brand impression share / top-of-page presence (auction dependent)

  • Brand traffic efficiency (CPC + conversion signals where available)
01 / Brand capture (Google Search)
  • Cost per booking / ROAS

  • CPC, conversion rate, and share metrics
02 / Metasearch (Google Hotel Ads)
  • Google Business Profile actions: website clicks / calls / directions

  • Review velocity, rating trend, response time, recurring themes
04 / Local & reputation (decision drivers)
Measurement & KPIs
  • Booking engine starts → bookings → revenue (based on your booking engine & available tracking)

  • Direct share trend (when your reporting stack supports it)
03 / Direct booking signals
We measure what directly impacts distribution efficiency and direct revenue - brand capture, metasearch performance, and conversion signals across the direct journey.
02

Weeks 3–4 - Stabilise & Refine

  • Performance tuning (queries, markets, bids, assets)
  • Selective high-intent non-brand search (if it makes sense for your market)
  • CRO cycle starts (heatmaps + session recordings → fixes)
04

Ongoing Cadence

  • Weekly monitoring (auction pressure, leakage checks, critical issues)
  • Monthly performance summary + priorities for the next month
  • 1 monthly review call (optional async-only if preferred)

Your team’s involvement is kept light: approvals + quick monthly review.

03

Month 2–3 - Scale what’s Profitable

  • Stabilise cost per booking / ROAS signals (where available)
  • Expand only what performs (markets, periods, intents)
  • Local & reputation cadence + commercial pages + light CRM
01

Weeks 1–2 - Control & Baseline

  • Access & baseline (brand SERP + metasearch readiness)
  • Brand protection live
  • Google Hotel Ads connected/optimised (where connectivity allows)
  • First leakage / rate-value positioning fixes
Phase 3
Ongoing
Phase 2
Phase 1
How it runs
A structured monthly cadence with fast initial control of brand + metasearch, followed by optimisation and selective expansion.
Scope
A focused monthly scope designed to move direct revenue, not create busywork.
01 / Brand capture (Google Search)
  • Brand protection for hotel name + key variations
  • Continuous auction monitoring (OTA pressure) and ad copy refinement
  • Extensions and messaging aligned to direct positioning

02 / Google Hotel Ads (metasearch)
  • Connectivity / setup coordination (where needed)
  • Ongoing management: bids, markets, device mix, and performance controls
  • Health checks + feed/price competitiveness observations (where visible)

03 / High‑intent non‑brand search
  • Select search clusters only (areas/landmarks, design/boutique intent)
  • Strict exclusions to avoid low-intent traffic
  • Iterative optimisation based on demand periods and performance signals

04 / OTA leakage & rate/value positioning
  • Regular leakage checks across key OTAs and dates
  • Clear action list (rate plan alignment, value parity, packaging)
  • Practical guidance on guest-facing clarity (conditions/fees/value)

05 / Conversion (CRO) - behaviour-led
  • Heatmaps + session recordings review (Hotjar/Clarity depending on your preference)
  • Monthly CRO priorities (friction points, drop-offs, UX clarity)
  • Implementation as changes or dev-ready recommendations (depending on your stack)

06 / Trust signals that convert
  • Google Business Profile: optimisation + ongoing updates
  • Review management system + responses within agreed volume
  • Commercial pages (near area/landmarks, experiences) + GEO (AI optimization)
  • If a guest database exists: 1–2 email campaigns/month (winback/seasonal/post-stay review)
Typical monthly limits
  • Up to 8 active paid campaigns total (brand + non-brand + remarketing where applicable)
  • 4 Google Business Profile updates/posts per month
  • Up to 150 review responses per month
  • 4 commercial SEO + GEO pages per month
  • 2 email campaigns per month (if database access exists)

Out of scope
  • Full website redesign, heavy development, photo/video production
Pricing & terms
€2.500 / month
Clear, fixed monthly fee - scoped to stay focused and execution-led.
Optimal term: 3+ months
Cadence: monthly performance summary + optional monthly call

Portfolio terms
Groups / 2+ properties: portfolio terms available
Shared framework + property-level execution.

No long decks - just a clear scope, a measured cadence, and execution.
Billing in EUR (USD/GBP/CHF available on request).
One-time setup: scoped after a short call. Primarily depends on Hotel Ads connectivity, access readiness, and existing policies.
Media spend: paid directly to Google. Recommended budget depends on market and seasonality.
Optional modules
If your priorities require it, we can extend the scope with optional modules.
  • Paid Social (Meta) for inspiration + remarketing (selectively)
  • CRM automation (pre‑arrival, post‑stay, winback, abandoned booking where feasible)
  • Content production / UGC (photo/video briefs, creator workflows)
  • Revenue sprint (packages, length-of-stay strategy, value architecture)
  • Multilingual expansion (ads + key commercial pages)
  • Reputation scale (higher review volumes)
  • Influence marketing
  • Portfolio rollouts (shared framework across 2+ properties)

Modules are added only when they are expected to be incremental to direct revenue and distribution efficiency.

Next step
If you’d like to assess fit quickly, we can send a short brand + metasearch snapshot and outline the fastest leakage fixes.

You’ll receive:

  • A brief view of your brand SERP (where OTAs intercept demand)
  • A Google Hotel Ads readiness check (connectivity + key performance levers)
  • The top leakage / rate-value issues we would address first
Request a quick audit
Book a 15‑min call
Request a quick audit