Sector
Paid search for travel and hospitality
OTA competition on brand terms, seasonality, long research journeys and net revenue after cancellations. The account has to be planned on margin after commission, not on bookings.
Sectors / Travel and hospitality
What makes it different
OTA competition on brand terms, seasonality, long research journeys and net revenue after cancellations. The account has to be planned on margin after commission, not on bookings.
Where the money is lost
- Bidding on brand terms against OTAs without a clear rule on when to win and when to let them.
- Optimising to bookings rather than net revenue after cancellations.
- Flat budgets across a seasonal demand curve.
- Metasearch run separately from search with no shared measurement.
What Joseph does
- Plans the year from the demand curve and sets budgets by week.
- Sets brand rules against OTAs and measures the incremental effect.
- Connects booking data so bidding works to net revenue.
- Brings metasearch, search and social under one plan.
Talk to Joseph about your account
A thirty-minute call. You describe the account, Joseph tells you what he would look at first. No deck, no pitch.