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// Mission Brief
REC-001
● Case closedHospitalityDigital MarketingFile N°001

More direct bookings, less OTA dependence

Le Torri di Prosenna, an independently owned spa hotel in Tuscany, had never run paid media and leaned on online travel agents for around 90% of its bookings. BYLT Media built a direct-booking channel end to end: Google Ads, a new SEO-optimised website and a rebuilt booking engine, with price parity managed across every OTA. Delivered solely by BYLT Media.

>>StatusTARGETS HIT

// Mission Data
META
ClientLe Torri di Prosenna
SectorHospitality
DurationOngoing (results from month one)
ChannelsGoogle Ads, Web, SEO
DeliveryBYLT Media (sole)
StatusDelivered
// Live Counter
VERIFIED OUTPUT
Direct bookings, month one
↑+20%
OTA commission, month one
↓-20%
OTA reliance, from 90%
↑60%
SEO site + booking engine
↑New
// Objective.log
§ 01 — PROBLEM
Problem statement · priority 01

>Le Torri di Prosenna relied on online travel agents for roughly 90% of its bookings and paid high commission on each one. The owners had never advertised and were unsure whether paid media would pay back. The website and booking engine were dated and leaked potential direct bookings, and there was no price-parity discipline across OTA channels.

PP.01Around 90% of bookings came through OTAs at high commission
PP.02A first-time advertiser, unsure of paid media costs and returns
PP.03No price-parity discipline across OTA channels
PP.04A dated website and booking engine that leaked direct bookings
Objective · priority 01

>>A first-time advertiser turned OTA dependence into a growing direct-booking channel.

// Target Asset
IMG-01
Le Torri di Prosenna campaign visual
Acquired
// Le Torri di ProsennaCase visual
// Verified Output
RESULTS
Direct bookings (month one)
+20%
Direct bookings (month one)
+20%
OTA commission (month one)
-20%
OTA reliance now
60%
OTA reliance reduction
-30 pts
Bars indicative · values verifiedSource · platform reporting · cross-verified with Marketise Me
// Phase Log
§ 02 — METHODOLOGY

The methodology.

Total duration · Ongoing (results from month one)
φ1Closed
Discovery
Booking-Mix Audit
✓Mapped the booking mix and the roughly 90% reliance on OTAs
✓Quantified the commission paid on OTA bookings
✓Reviewed the website and booking engine for drop-off
✓Checked price parity across every OTA channel
✓Set a direct-booking-led measurement framework
φ2Closed
Plan
Direct-Booking Strategy
✓Set direct bookings as the core KPI
✓Planned a first paid media test with clear cost and return expectations
✓Designed a price-parity and on-site promotional strategy
✓Specified a new SEO-optimised website and an improved booking flow
✓Agreed a fast launch timeline
φ3Closed
Build
Build & Launch
✓Built a new SEO-optimised website at speed
✓Redesigned the booking engine for fewer steps and clearer pricing
✓Launched Google Ads on brand and high-intent terms
✓Put a stronger promotional offer on the direct channel
✓Wired tracking so every direct booking was attributed
φ4Closed
Scale
Manage & Grow
✓Managed price parity across OTAs continuously
✓Refreshed the on-site promotional calendar
✓Grew direct bookings month on month versus the prior period
✓Reported direct versus OTA share every month
✓Held OTA reliance down from around 90% toward 60%
T0 · kickoffClosed
φ1
φ2
φ3
φ4
// Countermeasures
§ 03 — STRATEGY STACK
V.01Active
01

Direct-Booking Acquisition

Google Ads on brand and high-intent terms, with a stronger on-site offer, so guests had a clear reason to book direct rather than through an OTA.

V.02Active
02

Price Parity & Promotions

Active price-parity management across every OTA, paired with on-site promotions, to protect the direct channel and the margin on each booking.

V.03Active
03

New Website & Booking Engine

A new SEO-optimised website built fast, with a rebuilt booking engine designed for fewer steps and clearer pricing to convert more direct visits.

// Results Console
§ 04 — VERIFIED OUTPUT

The results.

ReferenceLE-TORRI-DI-PROSENNA · FILE 001
M.01 · Direct bookings (month one)Live
+20%
M.02 · OTA commission (month one)Live
-20%
M.03 · OTA reliance nowLive
60%
M.04 · OTA reliance reductionLive
-30 pts
// Comms Log
§ 05 — CHRONOLOGICAL RECORD
M00>Brief received.···
P01>Mapped the booking mix, the OTA reliance and where direct bookings leaked.···
P02>Set direct bookings as the core KPI and planned a first, measured paid media test.···
P03>Built the new site and booking engine at speed and launched Google Ads.···
P04>Managed price parity and grew direct bookings month on month.···
END>Le Torri di Prosenna programme delivered.●●●
END OF LOG.
// Await Next Brief
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