Case Studies
Real results from hotels that decided to own their bookings.
Independent and boutique properties across Latin America face the same structural challenge: high OTA commissions, weak direct channels, and digital presence that fails to fully capture both Spanish-speaking and English-speaking demand.
The case studies below show what becomes possible when hotels stop treating direct bookings as an afterthought and instead build focused, bilingual systems designed to shift the channel mix, improve conversion, and protect margins.
These are not generic marketing stories. They are commercial outcomes — more direct revenue, lower effective distribution costs, and stronger ownership of the guest relationship.
Atelier de Hoteles - Mexico Luxury all-inclusive resorts
Challenge
The brand needed to generate truly incremental demand (beyond existing metasearch performance) and convert new travelers who did not yet know ATELIER into direct bookings, while keeping acquisition profitable.
Approach
Strategic sponsored campaigns on Google Travel Promotion Ads and Tripadvisor Sponsored Placements, run in parallel with standard metasearch activity. Focus on destination searches, top-of-funnel visibility, and precise bid optimization over a 7-month period.
Key Results
+25% increase in direct bookings and revenue from the metasearch channel
+171% increase in impressions
+30% increase in metasearch clicks
+Average ROAS of 10.54
Hoteles Spiwak - Cali, Colombia Premium hotel complex, 493 rooms
Challenge
Occupancy had fallen to 43%. More than 85% of bookings came through OTAs (commissions eroding margins), while the direct channel accounted for less than 2%. Brand awareness was especially weak in the high-value Mexican market.
Approach
Comprehensive digital marketing strategy focused on the Mexican market: SEO/SEM, Google Hotel Ads, social media, influencer partnerships, automation, and direct-channel optimization, supported by research with Mexican travelers and a full KPI dashboard.
Key Results (Projected)
+ Investment of USD 164,100
+ Projected NPV of USD 393,915
+ Projected IRR of 85%
+ Clear roadmap to increase direct bookings and occupancy while strengthening brand positioning in Mexico
Boutique Hotel - Cartagena, Colombia
Challenge
OTA share sat at 62%. The website converted poorly for both Spanish-speaking regional travelers and English-speaking international guests. Direct bookings stagnated despite strong product and reviews.
Approach
Full bilingual (Spanish + English) direct-booking system: conversion-optimized website and booking engine, dual-language SEO and content, Google Hotel Ads + Search campaigns segmented by language, parity management, and guest re-engagement workflows.
Key Results (12 months)
+ Direct booking share rose from 28% to 47%
+ OTA commission costs reduced by an estimated 19%
+ Website conversion rate improved 41% (Spanish traffic) and 53% (English traffic)
+ Recovered revenue from shifted bookings exceeded agency investment by 3.8×
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