Insights

Writing for peoplewho run places.

The quiet economics of direct bookings

Direct Bookings · 6 min

The quiet economics of direct bookings

Shifting ten percent of your bookings away from platforms rarely changes occupancy. It changes everything else.

WebsitesWhat hospitality websites keep getting wrongNine out of ten property websites open with a video nobody watches and bury the thing guests actually want.5 min

SEOSEO for places rather than productsTravel search is a months long conversation. Most properties only join it at the very end.7 min

PhotographyPhotograph the details, not the roomsNobody has ever booked a holiday because of a wide angle photograph of an empty bed.4 min

Meta AdsMeta ads when your season is shortFlat monthly budgets are the most common way seasonal properties waste money on paid social.6 min

Google AdsGoogle ads and the brand term questionShould you pay to appear above your own name? Usually yes, and the reason has nothing to do with clicks.5 min

Luxury BrandingLuxury is a behaviour, not a colour paletteSerif type in gold does not make a property feel expensive. Consistency and restraint do.6 min

Tourism TrendsWhere travel demand is actually movingShoulder season is no longer the quiet part of the year, and pricing has not caught up.8 min