The verdict in three sentences
For an 80-room business hotel, a website with a direct booking engine costs USD 6,700 to 15,000 (4 to 9 million FCFA, EUR 6,100 to 13,700), plus a subscription of USD 250 to 670 a month, with an 8-week timeline. Every night moved from an OTA to the website saves 15 to 18% in commission. A realistic target is 25% direct bookings within 12 months, driven by corporate rates negotiated with companies in the business district.
The real cost of OTAs for a business hotel
Booking.com, Expedia and corporate travel platforms bring volume, but at a high price. On an average rate of USD 140 a night (about 85,000 FCFA), every OTA booking costs USD 21 to 25 in commission. The table below compares channels as a 2026 order of magnitude.
| Channel | Commission or acquisition cost | Cost on a USD 140 night | Guest data captured |
|---|---|---|---|
| Booking.com, Expedia | 15 to 18% | USD 21 to 25 | Partial |
| Corporate travel platforms (GDS) | 10 to 12% + GDS fees | USD 17 to 22 | Partial |
| Local travel agencies | 8 to 10% | USD 11 to 14 | No |
| Direct website (engine + advertising) | 4 to 7% | USD 6 to 10 | Full |
| Corporate contract via the website | 2 to 3% | USD 3 to 4 | Full |
| Phone and WhatsApp | near zero | under USD 2 | Full |
The average 10-point gap between an OTA and a direct booking is the hotel's biggest margin pool.
What a 4 to 9 million FCFA budget includes
The site must reassure a busy business traveller, often on mobile, and convert in fewer than three screens.
| Line item | 4 million FCFA version | 9 million FCFA version |
|---|---|---|
| Design and pages (rooms, meetings, restaurant) | 1,200,000 FCFA (USD 2,000) | 2,500,000 FCFA (USD 4,200) |
| Booking engine integration | 600,000 FCFA (USD 1,000) | 1,200,000 FCFA (USD 2,000) |
| Corporate area (negotiated rates, company code) | 500,000 FCFA (USD 830) | 1,500,000 FCFA (USD 2,500) |
| Payments (cards, Apple Pay, mobile money) | 400,000 FCFA (USD 670) | 900,000 FCFA (USD 1,500) |
| Second language and hotel SEO | 500,000 FCFA (USD 830) | 1,200,000 FCFA (USD 2,000) |
| Professional photo and video shoot | 500,000 FCFA (USD 830) | 1,000,000 FCFA (USD 1,670) |
| Channel manager and PMS connection | 300,000 FCFA (USD 500) | 700,000 FCFA (USD 1,170) |
The booking engine subscription (USD 250 to 670 a month depending on vendor and options) usually includes availability sync with OTAs to prevent overbooking.
The levers to reach 25% direct bookings
The first lever is a best rate guarantee on the website with a small visible perk: free breakfast, late checkout or an airport transfer. The second is the corporate portal: a company code unlocks negotiated rates and monthly invoicing, exactly what procurement teams at banks and multinationals look for. The third is OTA guest recapture: every guest who came through Booking receives a direct return offer by email or WhatsApp at checkout. Finally, Google Hotel Ads campaigns targeting "business hotel downtown" searches cost on average 3 to 5% of booked value.
Mini case study
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Omar runs an 80-room business hotel in Dubai with 70% occupancy (1,680 room nights a month) and an average rate of USD 140. Today 60% of room nights come through OTAs at 17% commission and only 10% are booked direct. He invests USD 10,800 (6.5 million FCFA) in a website with a booking engine and corporate portal, plus USD 420 a month in subscription. Within 12 months, the direct share reaches 25%: 252 room nights a month shift from OTAs to the website. At USD 24 of commission saved per night, the gain is about USD 6,000 a month, roughly USD 5,100 net after subscription and advertising. Once the target is reached, the site pays for itself in just over two months.
FAQ
Should we leave Booking.com to grow direct bookings?
No, OTAs remain useful for visibility, especially with international travellers. The goal is to rebalance the mix, for example from 60% to 45% OTA room nights, not to drop them.
Are mobile money payments relevant for a business hotel?
In West African markets, yes: Wave and Orange Money are widely used for deposits, with fees around 1 to 2%. In Dubai, cards, Apple Pay and corporate invoicing matter more, with similar low fees compared with 15 to 18% OTA commission.
How long does it take to launch the website?
Allow 8 weeks, including 2 for photography and channel manager connection. The corporate portal can go live at the same time or in a second phase for USD 830 to 2,500.
What is the total monthly cost after launch?
Booking engine subscription of USD 250 to 670, maintenance of USD 125 to 250 and a recommended ad budget of USD 500 to 1,000. That total stays below the OTA commission on about 50 room nights.
Can the website also sell meeting rooms?
Yes, a meeting quote form with capacities and catering options adds about USD 670. A single 30-person, 2-day event often covers that investment.
Let's scope your project. Send us your room count, current OTA mix and PMS, and we will price your booking website between 4 and 9 million FCFA (USD 6,700 to 15,000), delivered in 8 weeks. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
