Hospitality · Luxury
Las Clementinas is a boutique hotel in Panama City's Casco Antiguo with history, personality, and a genuinely unique experience. The problem wasn't the product. It was that almost nobody knew it existed outside of OTA platforms like Booking and Expedia, which were taking up to 25% commission on every booking.
I diagnosed the real problem — OTA dependency — and built a strategy to create owned digital channels. SEO optimisation, Google Ads targeting active hotel searchers, Meta Ads for luxury travel audiences, retargeting for incomplete bookings, and a visual content strategy that captured what no OTA listing could replicate.
In under 9 months: +43% direct website traffic, 317 additional direct bookings, cost per booking of $9.83 against an average value of $134, and 13.6x return on ad spend. OTA dependency dropped from 80% to 55%.