All Work
Experimental Build · A-07 · v0.4
Drift Rooms
Sell the feeling of the stay, then protect direct-booking margin. Infinite Image Fieldv0.4 / LAB
01NIGHT
02CITY
03ROOM
04MORNING
05LOCAL
AVAILABLE / 08THE PROBLEM WE ADDRESSCan inventory-aware storytelling protect direct-booking margin?
01Modelled business scenarioCompany and figures are fictional
02Working mechanismInfinite Image Field
03Modelled outcomeFor commercial orientation
MODELLED BUSINESS SCENARIO
More direct bookings. Less margin lost to aggregators.
BUDGET$38,000 media / monthPERIODSeasonal 12-week model
Modelled with live room availability and city-specific campaigns.
BUSINESS MODEL
What is sold and where the problem starts.
Increase direct bookings in available rooms without undercutting profitable dates.
Generic destination campaigns ignored live availability, margin and the commission saved by a direct booking.
Raise direct booking share above 42%, keep booking CPA below $65 and improve room contribution.
THE EXPERIMENT STORY
The rooms were occupied. The margin belonged to the aggregators.
This narrative uses a modelled scenario. The company, budget and outcomes are fictional; the diagnostic and operating logic show how a real engagement would unfold.- 01
01 / THE BRIEF The first symptom was not inside the ad account.
Guests discovered the hotel through beautiful destination content, compared it elsewhere and booked through the platform that felt easiest. The property won occupancy but paid for the same guest twice: once in media and again in commission.
12-property boutique hotel group was selling city and coastal stays across Portugal and Spain. The model was direct booking and ota distribution. On the surface, the brief sounded direct: Increase direct bookings in available rooms without undercutting profitable dates.
- MODEL
- Direct booking and OTA distribution
- 02
02 / WEEK ONE Selling sold-out nights
Generic destination campaigns ignored live availability, margin and the commission saved by a direct booking. The trap was that isolated metrics still looked acceptable: Destination CTR was 1.44%, booking cpc was $2.91, and direct-booking cpa was $78.
Static campaigns kept spending after room types sold out. That changed the diagnosis. The issue was not one toggle inside an ad account; it was what the system counted as success and which signal reached the team. The work had to connect media to the outcome that actually created business value.
- Direct-booking CPA
- $78 → <$65
- 03
03 / THE TURN Make direct availability, a specific room and one member advantage part of the same story that won attention.
The first decision was “Availability feed.” Connect room type, date, minimum stay and margin to campaign decisions. It was followed by “Intent routes”: Build city-break, remote-work, family and event routes.
Used availability rules to pause dates and redirect demand to suitable properties. Once the measurement logic was shared, the team could see what to stop, what needed a different message, and where the real constraint sat in the page, lead handling or product availability rather than traffic.
- FIRST DECISION
- Availability feed
- 04
04 / THE BUILD Stay like the city is yours: one concrete local moment per property.
Stay like the city is yours: one concrete local moment per property. The production plan became 12 property films, 36 seasonal statics, four intent pages and dynamic availability cards. The tests were not about abstract taste; they covered room, neighbourhood, breakfast, flexible cancellation, local guide and last available dates.
The journey was assembled as one chain: Destination ad → Available stay → Direct checkout → Margin by stay. Google Search, Google Hotel Ads, Meta, YouTube no longer lived in separate reports, while GA4, Booking engine, CRM, Google Ads, Metabase connected spend, behaviour and the final outcome. Optimized on net room contribution instead of booking value alone.
- SYSTEM
- 4 channels · 5 tools
- 05
05 / THE DECISION Hospitality creative should not end in inspiration. It should continue all the way to a room the guest can book now.
In the model, destination ctr moved from 1.44% to 2.36%, direct-booking cpa from $78 to $59, and room contribution reached +18%. These are not promises; they make the decision thresholds explicit before real data enters the system.
Weeks 10–12: Scale direct demand by free capacity. The main conclusion reached beyond a single campaign. The best hotel campaign did not sell the most rooms. It sold the right free rooms at the healthiest contribution. That is the logic a real engagement would retain, using the client's actual evidence, constraints and accountable decision makers.
- Room contribution
- +18%
KPI / CTR / CPC / CPA
Not one vanity percentage. The full metric chain.
Every figure in this section is modelled to demonstrate the scenario economics.01Destination CTR
- BEFORE
- 1.44%
- TARGET
- 2.10%
- MODEL
- 2.36%
Travel intent
02Booking CPC
- BEFORE
- $2.91
- TARGET
- <$2.30
- MODEL
- $2.08
Cost of a booking visit
03Direct-booking CPA
- BEFORE
- $78
- TARGET
- <$65
- MODEL
- $59
Acquisition cost
04Direct booking share
- BEFORE
- 29%
- TARGET
- >42%
- MODEL
- 46%
Distribution efficiency
05Room contribution
- BEFORE
- Base
- TARGET
- +12%
- MODEL
- +18%
Profit after media and commission
STRATEGY
Four decisions that change the economics.
- 01Availability feed
Connect room type, date, minimum stay and margin to campaign decisions.
- 02Intent routes
Build city-break, remote-work, family and event routes.
- 03Direct-booking value
Use flexible cancellation, room choice and local extras rather than a blanket discount.
- 04Profit bidding
Bid against contribution after media and avoided OTA commission.
CREATIVE IDEA
Stay like the city is yours: one concrete local moment per property.
12 property films, 36 seasonal statics, four intent pages and dynamic availability cards.
Room, neighbourhood, breakfast, flexible cancellation, local guide and last available dates.
PATH TO OUTCOME
- 01Destination ad
- 02Available stay
- 03Direct checkout
- 04Margin by stay
WHAT DID NOT GO TO PLAN
Problems are part of the work. So are the fixes.
Selling sold-out nights
PROBLEM
Static campaigns kept spending after room types sold out.
FIX
Used availability rules to pause dates and redirect demand to suitable properties.
Revenue versus margin
PROBLEM
High-revenue long stays could be less profitable after discounts and cleaning.
FIX
Optimized on net room contribution instead of booking value alone.
OPERATING CADENCE
What happens while the project runs.
- 01Weeks 1–2
Join booking, availability and margin.
- 02Weeks 3–5
Build intent routes and property assets.
- 03Weeks 6–9
Launch profit-aware campaigns.
- 04Weeks 10–12
Scale direct demand by free capacity.
MAIN TAKEAWAYThe best hotel campaign did not sell the most rooms. It sold the right free rooms at the healthiest contribution.
This demonstrates how we think — it does not fabricate a case study.
Discuss a Similar Solution This is not a client result; the numbers are sample data. For your project, we adapt the solution, tools and measurement to the task and budget.