Marketing for hotels and villas
more direct bookings, fewer commissions
Every booking that comes through an OTA costs 15 to 25% in commission before you have spent a dollar on marketing. We build the direct channel - site, ads, reviews - that earns the same guest for a fraction of that cost.
Where hotels and villas lose money to OTAs
Most independent hotels and villa operators depend on OTAs for the majority of bookings, and pay 15 to 25% commission on every one. Their own site often has no working booking flow at all, just a contact form or a phone number. Guests who do find the direct site frequently leave without booking and are never retargeted. Reviews sit unanswered on the platforms that actually drive the next booking.
What we build for direct bookings
We build or fix the direct booking path first. That means a fast, multilingual page or widget that lets a guest check dates and pay without emailing anyone. It syncs to your calendar, so there is no double booking. Campaigns target guests already searching for your destination and property type. We add retargeting for anyone who viewed but did not complete a booking, usually the single highest-return segment available. Review requests go out after the stay, timed while the experience is fresh, with reply templates for your team.
Everything is planned by season. Budget, creative and even which channel gets the spend shift depending on whether you are in peak, shoulder or low season. That replaces a flat monthly plan that overspends in the quiet months.
What we need to start
We need:
- Your booking system or channel manager
- Real photos and video of the property (guest-generated content works well here)
- Your OTA commission rates, so we can show the direct-booking saving honestly
- Access to your site and ad accounts
What you see in the weekly report
We report in direct bookings and revenue. Each booking comes with an explicit comparison to what it would have cost in OTA commission. That makes the value of the direct channel visible in money, not just in traffic.
Cost and timeline
| Option | Price | What it covers | Timeline |
|---|---|---|---|
| Launch or audit | from $1,200 | Direct booking flow, campaigns, retargeting setup | 3 to 4 weeks |
| Monthly management | from $1,200 / month | Ongoing campaigns, retargeting, reviews, seasonal planning | monthly, no lock-in |
| Full control, handover to your team | from $2,200 (one-time), edits paid per task, no monthly fee | Documented system, access transferred, your team runs it | 4 to 5 weeks to hand over |
More on direct bookings
See performance marketing and SEO and content for destination search. Related playbooks: marketing in Thailand, marketing for restaurants and cafes, marketing for travel and tour operators. For automated review handling, see review and reputation replies. Real-world reference: a five-language real estate site in Montenegro, a direct-channel build in a tourism-adjacent market.
Paying too much in OTA commission? Get in touch and we will look at your direct-booking funnel first.
FAQ
How much does hotel or villa marketing cost?
Launch or audit starts from $1,200: a direct-booking page or widget, campaigns and retargeting. Ongoing management starts from $1,200 a month, scaled to your season.
How long until we see direct bookings?
Campaigns launch in 2 to 3 weeks. Direct bookings typically start within the first two weeks of launch. A reliable read on cost per booking versus OTA commission saved takes 4 to 6 weeks.
What ad budget do we need?
A realistic minimum is $800 to $1,500 a month in season, for one property or a small portfolio. We scale this down or pause it off-season, rather than spending evenly year-round.
What do you need from us to start?
Your current booking system or channel manager, and real photos, ideally video, of the property. Your OTA commission rates for comparison, and access to ad accounts and your site.
How do you report results?
Weekly: direct bookings, revenue, cost per booking, and an explicit comparison to what the same booking would have cost in OTA commission.