Project Service

OTA Profile Optimization.

Your OTA listing is your digital storefront - and most hotels are leaving money on the table. We audit and optimize your presence on Booking.com and TripAdvisor to win more bookings from the same traffic, at lower commission cost.

What's Included

Everything You Receive

Every deliverable is tailored to your property, market, and guest segment. No templates - only bespoke analysis and recommendations grounded in your actual guest feedback and operational reality.

01Comprehensive audit of all OTA listings (Booking.com, TripAdvisor, Google Hotel Ads, Expedia where relevant) evaluated against platform-specific best practices and against the top-performing competitors in your market.
02Photo strategy review covering image order, quality, coverage, and authenticity - which images are converting, which ones are hurting you, and what's missing entirely. Photos are the single biggest conversion lever on every major OTA.
03Property description rewrite optimized for both platform search algorithms and human conversion - titles, hooks, differentiators, and the content blocks most platforms weight heavily in their ranking signals.
04Amenity tagging audit ensuring every facility and service is properly listed, correctly categorized, and discoverable via filter searches. Missing or mis-tagged amenities are the most common reason a property doesn't show up in filtered results guests are actually using.
05Room type naming and description optimization so that every category is distinct, compelling, and aligned with how real guests actually compare options when they're 30 seconds away from booking.
06Rate parity and pricing strategy assessment across platforms with specific recommendations on where rate leakage is happening and how to bring it back under control without triggering penalties.
07Direct booking channel strategy to reduce OTA commission dependency, including website conversion basics, book-direct incentives, and the metadata and messaging changes that quietly move bookings toward your owned channels.
08Google Business Profile optimization for local search visibility, including category selection, attributes, photos, Q&A curation, and review response - often the single highest-ROI distribution channel you're underusing.
The Process

How It Works

01

Platform Audit

We review every OTA listing against platform-specific best practices, the top 5 competitors in your market, and the platforms' own content quality signals. Everything gets documented with screenshots so you can see exactly what we saw.

02

Gap Analysis

We identify missing amenities, poor-performing photos, misleading or weak descriptions, rate parity issues, and room-type naming that confuses guests. Each gap gets a priority ranking and an estimated impact on visibility or conversion.

03

Optimization

Rewritten descriptions, photo reordering, amenity updates, room-type cleanups, and rate strategy adjustments implemented across all platforms. We do the work with you, not at you - so your team learns what changed and why.

04

Performance Track

30-day and 90-day performance tracking measuring the impact on visibility, click-through, conversion rate, and commission cost. You get a clear before/after picture and specific guidance on what to maintain going forward.

Frequently Asked

Questions We Hear Often

How much commission can I realistically save?

Direct booking share shifts of 5-15% are realistic for properties starting with high OTA dependency. On a hotel doing €1M in room revenue with 70% OTA share at 18% commission, shifting just 5 percentage points to direct recaptures roughly €9,000 per year in margin with minimal incremental cost. The bigger wins come over 12-24 months as compounding direct-booking behavior builds.

Will optimizing my listing hurt my rate parity agreements?

No - we work within platform contracts. Most rate parity clauses cover public rates, not private member rates, loyalty pricing, package bundling, or value-added offers. We identify which lever is safe in your specific contracts and which is risky, and build the direct-booking strategy around that reality. Nothing we recommend puts your platform standing at risk.

How often should photos be refreshed?

Major photo refreshes every 2-3 years at minimum, and immediately after any renovation, re-branding, or significant menu change in F&B. Photos older than 3 years drift out of sync with guest expectations and trigger "not as pictured" reviews even when nothing material has changed, because guest photo standards themselves keep rising. Seasonal variations (summer pool, winter cozy) are a bonus if you have the content.

Do you handle Google Business Profile too?

Yes, as part of the same engagement. Google Business Profile is treated as a core distribution surface - it appears in Maps, Search, and Knowledge Panel and influences the largest volume of discovery queries. We optimize categories, attributes, photos, Q&A, and review response along with the OTA work, because the rankings on Google are increasingly interconnected with review signals across platforms.

How is this different from what my OTA market manager already does?

Market managers are helpful but they work for the platform, not for you - their incentive is to increase your commission-paying bookings on their channel, not to grow your margin or move volume to your direct site. Our engagement is independent, cross-platform, and explicitly includes a direct-booking strategy that runs alongside the OTA optimization. We also benchmark against competitors the market manager will never show you.

Ideal For

This Service Is Built For

  • Properties with strong in-person guest experiences but underperforming OTA conversion rates - a sign that the listing is failing to sell what the hotel actually delivers.
  • Hotels relying too heavily on OTA bookings (80%+) and wanting to systematically grow their direct channel share to recapture commission margin.
  • Properties whose OTA photos don't reflect recent renovations or improvements - very common after a refresh, and a silent drag on bookings until corrected.
  • Hotels in competitive markets where small listing advantages drive meaningful booking volume, because the first three search results capture most clicks.
  • New properties needing to establish a strong OTA presence from launch without the painful trial-and-error period that usually costs new hotels their critical first months.
Expected Outcomes

What You Can Expect

  • Increased visibility in OTA search results through optimized tagging, content quality signals, and the algorithm-relevant metadata most hotels don't actively manage.
  • Higher conversion rate from views to bookings - typical improvement of 10-20% on properties with weak baseline listings, and compound impact as rankings improve.
  • Reduced expectation gaps between listing promises and actual guest experience, which shows up downstream as better reviews and fewer one-star complaints about misleading photos.
  • Direct booking strategy to shift 5-15% of volume from OTAs to owned channels, recapturing commission margin and improving guest data ownership.
  • Consistent, accurate representation across all platforms, so a guest comparing you on three sites doesn't see three different properties.
  • Improved guest satisfaction in the first touchpoints of their journey because expectations are properly set before arrival - a measurable effect on Booking and Communication dimension scores.

Ready to Get Started?

Tell us about your property and we'll show you exactly how this service can transform your guest experience.

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