The verdict in three sentences
For a 4-hotel group, a website redesign is first a commission reduction project: every booking moved from an OTA to your own site saves 15 to 20% of the room rate. A budget of USD 35,000 to 90,000, a booking engine connected to the PMS and a 12 to 16-week timeline let you target 25 to 35% direct bookings. On USD 12 million of room revenue, net savings reach about USD 225,000 a year, a payback well under a year.
The real cost of each sales channel
Before pricing the site, price what each night costs by channel. Direct is not free: the engine, metasearch advertising and member offers have a cost, but it remains two to three times lower than online travel agencies.
| Booking channel | 2026 acquisition cost | Typical share for a hotel group | Guest data captured |
|---|---|---|---|
| Booking.com | 15 to 18% commission | 30 to 45% | Partial, masked email |
| Expedia and other OTAs | 15 to 20% | 15 to 25% | Partial |
| Tour operators and wholesalers | 20 to 30% discount | 5 to 15% | None |
| Direct website (engine + Google Hotel Ads) | 4 to 7% in total | 10 to 15% today | Full |
| Phone, WhatsApp, email | 1 to 3% (front desk time) | 5 to 10% | Full |
| Corporate and group contracts | Negotiated, 0 to 10% | 5 to 15% | Full |
Strict rate parity has been challenged in several markets, and OTAs can no longer stop hotels everywhere from offering perks on their own site. The most common 2026 strategy: same public rate, with breakfast, upgrades or flexible cancellation reserved for direct and member bookings.
The redesign budget
A hotel group site is not a brochure site: each property has its rooms, offers, restaurant and meeting spaces, with content in English, Spanish and often Portuguese for South American guests. The original version of this guide, written for Rabat, puts the same scope at MAD 120,000 to 300,000; Miami agency rates are higher.
| Item | 2-hotel group | 4-hotel group | Timeline |
|---|---|---|---|
| Strategy, UX and multi-property mockups | USD 6,000 to 10,000 | USD 9,000 to 16,000 | 3 to 4 weeks |
| Development, CMS, 3 languages | USD 12,000 to 20,000 | USD 18,000 to 32,000 | 5 to 7 weeks |
| Booking engine and PMS integration | USD 4,000 to 8,000 | USD 7,000 to 14,000 | 2 to 3 weeks |
| Professional photo and video | USD 5,000 to 9,000 | USD 8,000 to 18,000 | 2 weeks per hotel |
| SEO, URL migration, Google Hotel Ads | USD 3,000 to 6,000 | USD 5,000 to 10,000 | 2 weeks |
| Total build | USD 35,000 to 53,000 | USD 50,000 to 90,000 | 12 to 16 weeks |
| Booking engine (subscription) | 1.5 to 3% of direct revenue or USD 300 to 800 per month | Same | Ongoing |
The critical technical point is the two-way connection between the engine and the PMS through the channel manager: availability and rates synced in real time to prevent overbooking. Ask for a demo on your actual PMS before signing.
What grows the direct share
Three levers explain most of the gains: a 3-tap mobile booking flow (70% of hotel traffic), visible direct-booking perks and Google Hotel Ads campaigns that capture searches on the hotel's name. A member programme with 5 to 10% off, for logged-in guests only, builds loyalty without breaking public parity.
Mini case study
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
Sarah, VP of sales for a 4-hotel group in Miami Beach and Brickell, generates USD 12 million in room revenue, 60% through OTAs at an average 18% commission. Goal: lift direct share from 15% to 30%, moving USD 1.8 million. Commissions avoided: 1.8 M × 18% = USD 324,000. Direct channel cost (engine 2% + advertising 3.5%): USD 99,000. Net savings: USD 225,000 a year. With a USD 70,000 redesign, the project pays back in about 4 months.
FAQ
How long before the direct share rises?
First effects show 2 to 3 months after launch, with Google Hotel Ads. The 25 to 35% target usually builds over 12 to 18 months.
Should we leave Booking.com?
No. OTAs remain a channel to acquire new guests, especially international ones. The goal is to cut their share from 60% to 40 to 45%, not to drop them.
Which booking engine suits a hotel group?
Choose a multi-property, multi-currency engine certified with your PMS and channel manager. Budget 1.5 to 3% of direct revenue.
Can we take deposits online?
Yes, through a payment gateway integrated with the engine, with card pre-authorisation at booking. It reduces late cancellations and no-shows.
How do we keep SEO rankings during the redesign?
A 301 redirect map of every old URL, tested before cutover, preserves 90 to 100% of organic traffic. Plan 3 to 5 days of dedicated SEO work.
Let's scope your project. Send us your channel mix and PMS: we price a multi-property redesign with a connected engine, delivered in 12 to 16 weeks, plus a simulation of your avoided commissions. 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.
