Boutique accommodation · Direct bookings · South Africa

Boutique accommodation: 10.4× ROAS on direct bookings.

Took bookings off the OTAs with Google Hotel ads, Meta video of the actual rooms and a direct‑booking perk that cost less than the commission.

Last updated 2026-11-14

10.4×

ROAS on direct bookings

Ad spend
R50k /mo
Revenue
R180k → R520k
OTA commission saved
R62k /mo
Net profit
R141k /mo

The situation

A boutique guesthouse group paying 15% to 18% commission on most bookings through OTAs, with R180,000 a month in direct revenue and a website that was slower and less convincing than its Booking.com listing.

What we did

  • Google Hotel ads and Search on property and area terms with live rates.
  • Meta video of the real rooms, breakfast and views, aimed at domestic travellers and past guests.
  • Direct-booking perk (late checkout and a welcome drink) that cost a fraction of the commission it saved.
  • Faster booking engine page with reviews pulled in from the OTAs.
  • WhatsApp for enquiries and pre-arrival upsells.

The result

Direct revenue grew from about R180,000 to R520,000 a month at 10.4× ROAS on R50,000 of spend, saving around R62,000 a month in OTA commission and netting about R141,000 a month after operating cost, ads and fee.

Figures are monthly and rounded. Net profit is what the client keeps after product cost, ad spend and our fee. The brand is anonymised at its request; full account access is shared on the call.

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