5-STAR HOTEL · NAXOS · JANUARY–SEPTEMBER 2026
€27.28 in tracked booking value for every €1 spent on Google Ads.
The hotel's own website accounted for 40.4% of booked revenue. Its paid booking activity also came with a measurable acquisition cost.
The question every hotelier should ask
An intermediary booking comes with a distribution cost. A hotel's own website provides another route to the same outcome: a room reservation.
For this Naxos hotel, 40.4% of booked revenue came through its own website during January–September 2026. Other channels remained important, but the direct channel was far from marginal.
What Naplify contributed
We managed Google Ads throughout the nine-month reporting period, with performance assessed against attributed hotel booking purchases.
The goal was to see how much booking value the advertising recorded and what acquiring that value cost—not to report clicks as business results.
The booking economics
Google Ads recorded €27.28 in attributed booking value for every €1 of advertising spend.
Including applicable contracted agency charges, the managed Google Ads cost rate equaled 6.4% of attributed booking value.
Put another way: €6.40 in advertising and management costs for every €100 in attributed booking value. That's the number worth comparing with the economics of other booking channels.
A detail that changes the calendar
Guests booked around 120 days before arrival, on average. The booking decision often happened months before the summer stay.
What another hotelier can take away
Your own website can be a substantial booking channel alongside intermediaries. Measure its share of revenue—and understand what the paid part of acquiring bookings costs.
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.