Worked example, not a client
Worked example: a twelve-room hotel, six months, and the report we would send
This is a worked example and it says so in the title, because we do not yet have a hotel client to publish and will not pretend otherwise. The property below is illustrative. The order of work is exactly what we do. The reference figures marked along the way come from two real accounts in other trades, and are labelled where they appear. When the first hotel on this site has sixty days of its own data, this page is replaced by that account, with permission and with the caveats attached.
By Daniel Stoychev, Webso Digital · 5 September 2026
The illustrative starting position
What we would write down on day one
Every figure in this box is made up to show the method. It is not a forecast for your property.
12
rooms (illustrative)
65%
occupancy (illustrative)
60%
of nights through OTAs (illustrative)
15%
OTA commission (illustrative)
- At £115 a night, that is roughly 2,850 room nights and £327,000 of room revenue a year, of which about £29,500 goes out in commission. Illustrative, and the pricing page calculator does this sum with your own figures.
- A name search shows Booking.com, Expedia and Hotels.com in the price list and no official site.
- Room pages carry no rate; the booking engine opens a different-looking site; the total appears only at payment.
- Forty-one Google reviews, the last one four months ago, none replied to.
Month one
Get the official rate into the price list
Everything else waits for this, because it is the one change that starts paying in week two. The property's own site is connected to Google's free booking links, so a guest searching the hotel by name sees the direct rate beside Booking.com and Expedia rather than only the OTAs. At the same time the Google Business Profile is completed properly: hotel class, check-in and check-out times, every amenity Google lists, photographs taken this year, and the room pages on the website get a visible rate rather than a booking engine that opens somewhere else.
Reference figure. On the two real accounts elsewhere the profile and site fixes of month one produced a 98 out of 100 mobile speed score and a map pack entry by week five. Those accounts are not hotels and are not named, which is our rule for every case study. They show the method working; they are not a promise about your property.
Months two and three
The pages for the searches that are not the hotel's name
A hotel is found by name by people who already know it. It is found by everyone else through specific searches: dog-friendly near the coast path, rooms with parking near the station, a base for the walking festival. One page per genuine search, written about what the property actually offers, each with its rate visible and its booking path tested on a phone. The review routine starts here too, because reply rate and recency move the map more than anything on the website does.
Reference figure. On the reference accounts this phase took clicks from Google up 500% against the weeks before launch, from a small base. Those accounts are not hotels and are not named, which is our rule for every case study. They show the method working; they are not a promise about your property.
Months four to six
Move nights, then measure what moved
Sixty days of data is the first honest read. The searches that reached positions four to twenty get the next round of work; the pages with impressions and no clicks get their titles rewritten; the booking funnel is read step by step for where guests leave. The number the whole engagement is judged by is the one on the last line of the report: nights that moved from OTA to direct, multiplied by the commission avoided, set against the fee.
Reference figure. On the reference accounts the competitive city term still sat at position eleven after the first months. That is normal, it is stated in the report, and it is why the plan starts with the searches that can be won. Those accounts are not hotels and are not named, which is our rule for every case study. They show the method working; they are not a promise about your property.
The report itself
Six lines, on the first of the month
- Official-site entry in the price list: live or not, and booking-link clicks from the listing that month.
- OTA share of room nights, twelve months rolling, from the property system, month by month.
- Booking engine funnel: guests reaching rates, choosing a room, paying, and where the losses moved.
- Search Console impressions and clicks for each specific-search page published, page by page.
- Review count, rating and reply rate on Google and Tripadvisor, against the three properties above you.
- Nights moved to direct, multiplied by the commission avoided, against the fee. The line we ask to be judged by.
What it would never contain: a ranking position for “hotels in the town”, a testimonial, or a projection of next year's revenue.
How to read this page
- The order of work and the report format are exactly what we do.
- The property and its figures are illustrative and are labelled as such wherever they appear.
- The reference figures come from two real accounts in other trades, labelled on the line where they sit.
- Those accounts are on the results page, each with its period and its caveat.
Want this mapped to your property rather than to an example?
Send the website address and your OTA share for the last twelve months. You get the three checks run on your own site, the price-list position for your name search, and a plan with the first six months written against your rooms.