Too much depends on OTAs
Online travel agencies bring reach, but every booking carries a commission. When most rooms are sold through them, margins shrink and you have little control over guest data.
Hotels, villas, resorts
Digital marketing for hotels and villas that want more direct bookings
SAB helps hotels, villas and resorts in Indonesia win more bookings through their own website. We build direct-booking landing pages, run Google and Meta ads, tidy up Google Business Profile and set up tracking so you can see which channels bring real bookings.
Founded in 2017Based in JakartaClear scope in every proposal
Best for owners and general managers of independent hotels, villas and resorts who want to reduce their dependence on OTA commissions.
Selected SAB client projectsView case studies →
Pertamina Energy TerminalKlinik Pela 9PracticumSwiss Education GroupIPMI International Business SchoolIDeA IndonesiaPertamina Energy TerminalKlinik Pela 9PracticumSwiss Education GroupIPMI International Business SchoolIDeA Indonesia
Common problems
Why many properties struggle to grow direct bookings
Most independent hotels and villas already get bookings. The problem is where those bookings come from and how much each one costs.
Guests search your name and book elsewhere
Travellers often find a property on an OTA, then search its name on Google. If your website is slow, unclear or ranks below other listings, they go back and book there.
You cannot see what actually works
The booking engine often runs on a separate domain, so ads and analytics lose track of the guest at checkout. Without that link, it is hard to know which campaign paid for itself.
Low season hits harder every year
Marketing often starts only when occupancy drops. By then, competing properties have already captured travellers who plan their trips weeks or months ahead.
Our approach
We apply a lead-generation process to hotel bookings
SAB has run lead generation, paid ads, landing pages and tracking for businesses in Indonesia since 2017. For hospitality, we apply the same process: find where demand comes from, make the booking path clear, and measure what each channel returns. We are honest that this is how we work, not a list of hotel case studies.
We do not replace your OTAs or your revenue manager. The goal is a healthier mix: more guests booking through your own site, especially those who already know your name, and clear numbers that you and your team can act on.
- Measures agreed before launch, such as direct bookings and cost per booking
- Booking path checked from ad click to confirmation
- Google Ads, Meta ads and Google Business Profile working together
- Campaigns planned around your seasons, not only when rooms are empty
- Updates every one to two weeks with clear numbers
Scope
What SAB can do for your property
Each property is different. The final scope is set in a proposal after the discovery call.
Direct-booking landing pages
Fast, mobile-first pages for rooms, villas, packages or seasonal offers, with clear photos, inclusions and a direct link into your booking engine.
Google Ads search and brand protection
Campaigns on your property name and on high-intent searches such as location plus property type, so your official site appears when travellers are ready to book.
Meta ads
Facebook and Instagram campaigns to show your property to new audiences and to remind past website visitors, where consent and tracking allow it.
Google Business Profile
Profile review and clean-up: categories, photos, amenities, official website link and a routine for answering reviews.
Booking and channel tracking
GA4 and conversion setup across your website and booking engine, where the engine supports it, so you can compare direct bookings by source.
Email to past guests
Simple campaigns to guests who agreed to hear from you, such as return-stay offers or low-season packages, with easy opt-out.
How it works
From first call to steady direct bookings
SAB works in four stages: discovery, strategy, execution and optimization. For a hotel or villa, it looks like this.
Discovery call
A 30-minute call about your property, guest markets, current channel mix, booking engine and seasons.
Audit of the booking path
We review your website, booking engine flow, Google Business Profile, existing ads and tracking to find where guests drop off or go back to an OTA.
Plan and agreed measures
A written plan with channels, budget split, seasonal calendar and the measures we will report on, such as direct bookings, revenue and cost per booking.
Build and launch
Landing pages, tracking and campaigns are set up and tested with a real booking flow before ads go live.
Review and optimize
Updates every one to two weeks. We compare results with your own booking data and adjust offers, keywords, audiences and budget by season.
Options compared
OTAs only, an in-house marketer, or SAB
Each option has a place. Most properties use a mix, and the right balance depends on size, budget and team.
| Relying on OTAs | In-house marketer | With SAB | |
|---|---|---|---|
| Main cost | Commission on each booking | Salary and tools year-round | Agreed fee plus your ad spend |
| Reach | Large, built-in travel audience | Depends on skills and budget | Targeted searches and audiences you choose |
| Guest relationship | Shared with the platform | Yours | Yours |
| Skills covered | Listing and promotions | Usually one or two specialties | Landing pages, ads, profile, tracking and email |
| Visibility of results | Platform reports | Depends on setup | Agreed measures, reviewed every one to two weeks |
| Best for | Filling rooms with little effort | Large properties with a marketing team | Properties ready to build direct bookings alongside OTAs |
OTAs remain valuable for reach and many properties should keep them. Direct-booking marketing works best as a complement, not a replacement.
Practical guide
Six steps to more direct bookings for your hotel or villa
Whether you work with SAB, another agency or your own team, these basics make a direct-booking strategy work.
Fix the booking path before buying traffic
Test your own booking on a phone: from the homepage to a confirmed reservation. Count the clicks, check loading speed and make sure prices, taxes and inclusions are clear. Ads cannot fix a booking engine that confuses guests.
Protect your property name on Google
Other advertisers, including OTAs, can bid on searches for your property's name. A low-cost brand campaign keeps your official site at the top for people who already want to stay with you. Check the search terms report regularly to keep it clean.
Track bookings across domains
If your booking engine runs on a different domain, set up cross-domain measurement in GA4 and a purchase or booking event with revenue. Ask your booking engine provider which tracking it supports. Then compare the numbers with your property management system every month.
Give guests a reason to book direct
Before offering lower rates on your own site, check your OTA contracts for rate parity terms. Value-adds such as breakfast, airport transfer, late check-out or flexible cancellation are a common alternative. Show them clearly next to the book button.
Keep Google Business Profile complete
Use the correct category, add current photos of rooms, pool and views, fill in amenities and link to your official website, not an OTA page. Reply to reviews, both good and bad, in a calm and specific way.
Plan around seasons and use guest consent properly
Start campaigns for peak periods weeks or months ahead, because many travellers book early, and prepare low-season packages in advance. Email past guests only if they agreed to it, honour opt-outs, and follow Indonesia's Personal Data Protection Law (Law No. 27 of 2022) and the rules of your guests' home countries.
Is SAB the right fit for your property?
We work best with properties that want measurable direct-booking growth and can share booking data.
A good fit if
- You own or manage an independent hotel, villa or resort in Indonesia
- A large share of your bookings comes from OTAs and you want a better balance
- You have a booking engine on your website, or plan to add one
- You can share booking numbers so we can measure results honestly
- You prefer clear reports in English or Indonesian
Probably not a fit yet if
- You need guaranteed occupancy or a fixed number of bookings
- You want OTA listing management or revenue management only
- You are not able to set any budget for ads
- Your brand rules require all marketing to be run by a central chain team
Cost
What affects the cost
We do not publish fixed packages, because every property is different. Cost is built from the factors below and set out in a proposal.
Channels in scope
Google Ads, Meta ads, Google Business Profile and email each need different setup and ongoing work.
Website and landing page work
Using your existing site is quicker. New landing pages, multiple languages or many room types add effort.
Tracking complexity
Some booking engines connect easily with GA4 and ad platforms. Others need extra work or have limits we will explain up front.
Number of properties and markets
One villa targeting one market is simpler than a group of properties targeting several countries and languages.
Exact scope, taxes and payment terms are set out in the proposal. Ad media spend is paid separately to the platforms.
Frequently asked questions
Have you worked with hotels or villas before?
SAB's published case studies are in other sectors, such as education, healthcare and energy. We do not claim hospitality case studies. What we bring is a tested process for paid ads, landing pages and tracking, applied to the booking path of your property.
Will this replace our OTAs?
No. OTAs bring reach that is hard to replace. The aim is to win more bookings from guests who can book directly, especially those already searching for your property, so your channel mix becomes healthier.
Can you guarantee a number of bookings or occupancy?
No. Bookings depend on your rates, availability, reviews, season and the wider travel market. We agree on measures before launch and report on them honestly. Any performance commitment applies only as written in a signed agreement.
Do you work with properties outside Bali?
Yes. SAB is based in Jakarta and works with businesses across Indonesia. Hotels in Jakarta, villas in Lombok or resorts elsewhere can all work with us remotely, with calls and regular updates.
Can you track bookings made through our booking engine?
Usually, yes, but it depends on the engine. Many support GA4 or tag manager integration, and some have limits. We check this in the audit and tell you clearly what can and cannot be measured.
Do we need a new website?
Not always. If your current site is fast and links cleanly to the booking engine, we can start with landing pages and campaigns. If the site itself loses guests, we will say so and propose options.
How much should we spend on ads?
It depends on your markets, seasons and goals. We usually suggest starting with brand protection and a few high-intent searches, then scaling what shows results. Media spend is paid directly to the platforms and is separate from our fee.
How do we start?
Book a 30-minute call at schedule.sab.id or message us on WhatsApp. Share your property website, booking engine name, main guest markets and a rough idea of your current direct versus OTA split.
Let's look at your direct-booking path together
Send us your property website, the booking engine you use, your main guest markets and your peak and low seasons. We will start with a 30-minute discovery call.
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