Wie ein Mallorca-Hotel Direktbuchungen in 11 Wochen um 52 % steigerte
Eine kurze Fallstudie darüber, was Mar y Roca tat, um die Abhängigkeit von Booking.com zu durchbrechen.
Most independent hotels lose 17–22% of revenue to OTA commissions. Here is a real story of one Mallorca hotel that took most of that back in under three months.
The starting point
Mar y Roca is a 34-room boutique hotel in Port d’Andratx. In 2024, 78% of their bookings came through Booking.com and Expedia — at an average 18% commission. Direct bookings were stuck at around 22%, despite the website looking modern enough.
The four-week diagnosis
The website looked modern but converted badly: a five-step booking flow, no rate-parity, slow on mobile, and a hero gallery that did not match what the hotel actually felt like. The Meta and Google ads were generic and did not mention price advantages over OTAs.
The booking flow rebuild
Five steps became three. Mobile-first. A clear “Best rate guaranteed — book direct and save €X” message, tied to live OTA rate scraping so the saving was always real. Conversion rate from booking-engine entry to confirmed booking went from 2.1% to 8.4%.
The paid media shift
Meta and Google Hotel Ads. The Meta creative focused on the rooms and views the hotel was actually known for, not generic travel imagery. Google Hotel Ads were bid aggressively only on date ranges where the hotel had availability — saving budget the rest of the year.
The numbers
11 weeks in, direct bookings had grown 52% and total bookings had grown 11% (so the direct shift was new revenue, not stolen from OTAs). At ~€350,000 in monthly direct revenue versus the previous run-rate, the annual OTA commission saved was about €184,000.
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