5 minutes · what we install, why it works for boutique hotels, who it's for.
Five hotels per region. The system never competes with itself in your town.
The problem
A guest finds your hotel. They look at your rooms. They open three other hotels in the same town. They compare. They leave. They forget about you and book whichever property was last open when their partner finally said let’s just book something.
Most of the time: not yours.
If they did book you, it was through an OTA. You paid 18–25% commission to a platform that introduced you to a guest your own listing or ad attracted in the first place. You met them at the front desk. You met them at checkout. You’ll never hear from them again.
The OTA knows everything about that guest. You know nothing.
Next May, you’ll do it again. You’ll pay for OTA visibility. You’ll cut prices to climb their ranking. They’ll take a bigger cut of a smaller pie. The cycle repeats. The margin shrinks. Your property fades into a list of two hundred other “boutique hotels in your town,” sorted by an algorithm that doesn’t care which bed is yours.
Three numbers worth knowing
Your rooms are the same on the OTAs and on your site — because rate parity forces them to be. It’s a clause buried in every OTA contract that forbids you from offering a better price on your own website than on theirs. They use your brand to win the booking, then ban you from undercutting them on the only piece of real estate you actually own. Italy, France, Spain, Austria and Belgium have already banned the practice. Greece hasn’t.
OTAs don’t sell experiences. They sell prices. So price isn’t the lever — offer is. And right now, you’re offering them nothing they can’t get from a platform that doesn’t know their name.
That’s not a direct booking problem. That’s an offer problem.
The system
No new platform. No content treadmill. We plug into the booking engine you already use and add four working stages around it.
01 · Capture
No more anonymous traffic. No more meeting your guests for the first time at the front desk.
02 · Nurture
Same site you have. Different memory. The visitors who left now return on their own.
03 · Convert
The reason to book direct is what you give them at the property — not a 5% discount that wrecks your positioning everywhere else.
04 · Reactivate
The guests you already paid an OTA for. Now they belong to you.
All four stages installed in 30 days. Optimized for the next 30. No retainer. No dashboard subscription. Once it’s built, you keep it.
A representative case
Boutique hotel · Mid-season install
From €500 ad spend · 20× ROAS
Conservative with spend. Didn’t even use the full system — just the retargeting layer. We spent €500 on the very first campaign. He got €10.000 back in direct bookings, mid-season.
Most agencies tell you to wait until next year. Hotels that wait until May are too late — the early traffic has already gone to the OTAs. The system gives better ROI the more time you have it. We start it whenever you’re ready.
Track record · Past clients
Four past clients reporting back to me, year over year. The hotels are different. The system is the same. Conversations include the part where I ask if I can use them on the website.
An honest note — these wins are from 2022–2023, when Meta CPMs were lower than they are now. The method still works the same way. Today’s targets are more conservative; we calibrate to current ad market reality on the audit call.
Boutique hotel · 2022 vs 2023
OTA spend, year over year
€4k total cost (ad spend included).
Boutique hotel · YoY
OTA spend, year over year
“You were super easy to work with. Results speak.”
Boutique hotel · Mike
OTA spend, year over year
Achieved with under €2k in ad spend.
Boutique hotel · Alex
OTA spend, year over year
Achieved with €1.5k in ad spend.
Same year. Same stack. Different hotels. Across four boutique properties, €240k+ in OTA commissions reallocated to the hotels themselves.
Questions hoteliers ask before signing
€500–€1.500 per month for retargeting and recovery. Less than what you currently pay the OTAs on a single full week of summer occupancy. The point isn’t to add spend — it’s to reallocate part of what you’re already paying them.
Most agencies sell ad management on retainer — €1.000+ a month forever, for “reach” and “impressions.” I install one system, once. After 30 days of optimization, it runs on its own. The metric is direct booking ROI on a 90-day horizon, not vibes.
Yes. Smaller hotels test offers faster than chains can. The system works on 8 rooms and on 80. Both real cases above — €300 → 50% occupancy and €500 → €10.000 — were small-to-mid boutique properties.
You’re in the strongest position to install it. Direct-booking systems return more when you don’t need them than when you do. Now is the moment to optimize for margin, not fill. Repeat direct guests cost 0% commission and lift LTV by 3–4×.
Total cost (my fee plus your ad spend) has to come back as direct revenue beyond what OTA commissions would have cost you. We aim for 8–10× combined ROI by season-end. If we’re not there, I keep working until we are. That’s not a slogan — it’s how the work is priced.
Most of them. Cloudbeds, SiteMinder, RoomRaccoon, Pelekas, Hotelogix, plus several region-specific engines. I plug into what you already have. I don’t replace it. If your booking engine has a webhook or a confirmation-email trigger, we can install retargeting on it.
Each hotel’s data stays with the hotel. I operate as a processor under a DPA — signed before any technical work starts. Pixel data is collected with consent. Each hotel’s audiences are siloed; nothing crosses between properties. That’s not optional in Europe — it’s the reason I run the platform discipline I do.
Thirty days from signed agreement to launch. Thirty more days of optimization on the live system. After that, it runs on its own. From you: access to your booking engine and existing ad accounts (or I’ll create new ones), plus around three hours total over the 30 days for review calls. That’s the entire involvement.
Five hotels per region
Tell me about your hotel below. I write back personally — same day — with:
If your hotel fits, we keep going. If not, you’ll know why — and what I’d try in your place.
No newsletter. No automated sequences. I read these myself and reply the same day.