4-STAR HOTEL · NAXOS · MARCH–SEPTEMBER 2026
OTAs remained important. So did the hotel's own website.
27.2% of booked revenue came through the website, alongside a measurable paid-booking channel.
Direct bookings aren't an all-or-nothing choice
For an independent hotel, intermediary platforms can remain part of the business. The opportunity is to make sure the hotel's own website matters too.
From March through September 2026, 27.2% of booked revenue was recorded through this Naxos hotel's website. That's more than one in every four euros of booked revenue.
What Naplify contributed
We established and managed the hotel's Google Ads activity during the seven-month window, including initial setup and ongoing management.
The results were evaluated against attributed booking purchases and their value—not simply website visits.
What the first-season economics showed
Google Ads recorded €19.39 in attributed booking value per €1 spent.
Including contracted first-season setup and applicable management charges, the managed acquisition-cost rate was 7.8% of attributed booking value.
That's approximately €7.80 in advertising, setup and management costs for every €100 in attributed booking value. The figure includes the one-time setup for this period.
Why the booking calendar matters
Guests booked around 133 days before arrival, on average. For this hotel, booking decisions often happened months before the summer stay.
What another hotelier can take away
You don't have to abandon OTAs to make direct bookings meaningful. Measure the website's contribution and understand the economics of the paid-booking channel.
How these figures are measured
Results cover each hotel's stated 2026 period. Website-direct revenue share comes from the booking system, excluding bookings marked cancelled under its existing rules. Google Ads figures use booking-purchase value and purchases attributed by the advertising platform; they do not represent all direct-booking revenue. Google Ads attribution values are not subsequently adjusted for cancellations or booking changes. The managed cost rate includes Google Ads spend and applicable contracted agency charges relative to attributed booking value. It is not the total cost of every direct booking or a verified amount saved on commissions.