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Luxury suites and serviced apartments group: direct bookings up 118% in six months, reliance on online travel agents down 31%

A luxury suites and serviced apartments group was renting its reservations from online travel agents at commission. We rebuilt the direct booking funnel with clearer trust signals and fewer steps to confirm, ran Search, Performance Max and Meta retargeting against it, and added suite upsells, extended-stay offers and post-stay email. Direct bookings rose 118% in six months at 4.2x ROAS.

Luxury suites and serviced apartments group case study: +118% direct bookings in six months, OTA reliance down 31%

At a glance

+118%
Direct bookings in six months
−31%
Reliance on online travel agents
4.2x
Blended ROAS across Google and Meta
+84%
Direct booking revenue, year over year

Luxury suites and serviced apartments group · Hotel and hospitality. The client is not named. Source: Figures as reported in the engagement brief; it includes no platform screenshot. Period: Six months for direct bookings; direct booking revenue is year over year.

Google SearchPerformance MaxMeta retargetingBooking funnel CROUpsells and extended-stay offersPost-stay email remarketing

Starting point

Booking conversion stood at 2.3%, and online travel agents were capturing at commission reservations the group could have taken directly.

The direct booking flow carried unnecessary friction, and the group needed a paid media system that reached high-intent guests without recreating the same dependency as advertising cost.

What we did

  • Rebuilt the direct reservation journey with clearer trust signals and fewer steps to confirm.
  • Coordinated Google Search, Performance Max and Meta retargeting around that improved flow, so paid traffic landed on a funnel that could convert it.
  • Introduced premium suite upsells and extended-stay offers to lift booking value, and post-stay email remarketing to bring guests back directly.
  • Managed media and conversion work together, so campaign growth became reservations the business owned rather than traffic it rented.

Results

  • Direct bookings up 118% in six months, and direct booking revenue up 84% year over year.
  • Reliance on online travel agents down 31%.
  • 4.2x blended ROAS across Google and Meta, with cost per booking down 33%.
  • Booking conversion up from 2.3% to 5.1%, average booking value up 23% and repeat guest bookings up 26%.

What moved

2.3% → 5.1%
Booking conversion rate
+23%
Average booking value
−33%
Cost per booking
+26%
Repeat guest bookings

What this study does not show

  • The brief carries no platform screenshot, and the two headline periods differ, six months for bookings and a year for revenue, so they describe overlapping but not identical windows.
  • The client is not named, and the share of total bookings that is now direct is not reported, only the change in reliance on travel agents.

Evidence

Every figure on this page is transcribed from the engagement brief, which is linked below. Where the brief includes a platform screenshot, the section above says what it shows and for which period; where it does not, the study says so. The client is not named, so the figures cannot be checked against a public property.

Download the engagement brief (PDF)

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