The verdict in three sentences
For a 60-room business hotel in Dubai, every night sold through Booking.com or Expedia costs 15 to 18 % commission, about 25 USD on a 150 USD room. A bilingual site with a connected booking engine, meetings pages and corporate rates takes 4 to 6 weeks and fits Kolonell's Growth tier at 1,200,000 to 2,000,000 FCFA (1,830 to 3,050 EUR). Moving just 10 % of room nights to direct booking pays the site back within weeks, provided the direct channel is supported by corporate rates and Google Hotels presence.
Cost of the site and direct channel in 2026
| Item | 2026 amount | Frequency | Comment |
|---|---|---|---|
| Kolonell Growth site, EN and AR or FR | 1,200,000 to 2,000,000 FCFA, i.e. 1,830 to 3,050 EUR | One-off | Rooms, meetings, corporate offers, blog |
| Connected booking engine | 30 to 90 EUR | Monthly | Synced with PMS and channel manager |
| Kolonell Standard maintenance | 75,000 FCFA, i.e. 110 EUR | Monthly | Updates, backups, minor changes |
| Card processing fees | 2.5 to 3.5 % | Per transaction | Includes Apple Pay and Google Pay |
| Mandatory charges shown in price | 10 % service, 7 % municipality fee, 5 % VAT, Tourism Dirham | Per night | Dubai requires all-inclusive display |
| Kolonell Google Ads campaign setup | 100,000 FCFA, i.e. 150 EUR | One-off | Queries such as 'business hotel Business Bay' |
| OTA commission avoided | 15 to 18 % | Per shifted night | The project's main gain |
A simpler Starter site at 800,000 to 1,200,000 FCFA (1,220 to 1,830 EUR) can work for a 20-room property. Above 40 rooms with a corporate clientele, meetings pages and a group request form justify the Growth tier.
Payback by occupancy rate
Assumptions: 60 rooms, 150 USD average daily rate, 16.5 % average OTA commission. Amounts show commission avoided per year if 5 % or 10 % of room nights move from OTA to direct.
| Occupancy | Room nights per year | Shifted nights (10 %) | Commission avoided (5 %) | Commission avoided (10 %) |
|---|---|---|---|---|
| 60 % | 13,140 | 1,314 | 16,300 USD | 32,500 USD |
| 70 % | 15,330 | 1,533 | 19,000 USD | 37,900 USD |
| 75 % | 16,425 | 1,643 | 20,300 USD | 40,700 USD |
| 80 % | 17,520 | 1,752 | 21,700 USD | 43,400 USD |
| 90 % | 19,710 | 1,971 | 24,400 USD | 48,800 USD |
Even in the cautious 60 % occupancy and 5 % shift scenario, commission avoided far exceeds the cost of a Growth site in year one. Direct booking does not replace OTAs, which remain useful for international reach: it recovers guests who already know the hotel or come from a partner company.
What makes business travellers book direct
| Site element | Why it matters in Dubai | Expected effect |
|---|---|---|
| Best rate guarantee | Travellers compare with Booking.com in 30 seconds | Removes the main barrier to direct booking |
| Corporate code and negotiated rates | Free zone companies and DIFC firms book in volume | Retains recurring accounts |
| Meetings and event pages | Group requests drive a large share of revenue | Form with capacity, date and budget |
| Arabic or French version | GCC, Levant and francophone African guests | Broader source markets |
| WhatsApp button | Preferred channel for many GCC guests | Reply within 15 minutes |
| Google Hotels presence | Shows the direct price next to OTAs | Captures brand searches |
| All-inclusive pricing | Local rules on displaying fees | Fewer disputes at check-out |
Mini case study
Omar runs a 60-room business hotel in Business Bay, averaging 70 % occupancy at 150 USD a night. He targets 10 % of nights direct, i.e. 1,533 nights and about 230,000 USD booked without an OTA. Commission avoided: about 37,900 USD. First-year costs: Growth site at about 2,400 EUR, booking engine at 60 EUR a month (720 EUR), Standard maintenance (1,320 EUR), campaign setup (150 EUR), about 4,600 EUR in total, plus card fees of about 2.5 % (5,750 USD). Estimated net gain: more than 25,000 USD in year one, and more in later years without the build cost.
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FAQ
Can the booking engine connect to our hotel PMS?
Yes, most engines at 30 to 90 EUR a month sync with common PMSs and channel managers. The connection prevents overbooking between the site and OTAs.
Can we show a lower price than on Booking.com?
Rate parity clauses vary by contract, so review yours. Common practice is to offer a direct-booking perk (breakfast, late check-out) rather than a lower headline rate.
How long to go live?
Allow 4 to 6 weeks for a bilingual Growth site, including 1 to 2 weeks for photos and copy supplied by the hotel.
Do we have to show taxes and fees in the price?
Yes, in Dubai the displayed rate should include service charge, municipality fee, VAT and the Tourism Dirham, which can add more than 20 % to the base rate. The booking engine handles this automatically once configured.
Can the site handle meeting requests?
Yes, with a dedicated form (attendees, dates, room setup, catering) routed straight to the sales team by email and WhatsApp.
Let's scope your project. Tell us your room count, OTA share and current booking engine: we price the site within the 1,830 to 3,050 EUR range with a 4 to 6 week timeline via our free quote page. 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.
