Show Notes
Learn how independent hotels can increase direct bookings and reduce reliance on online travel agencies (OTAs) with Sleeping Bear Hotels and Formula. Discover actionable strategies that can help direct bookings thrive in a competitive market. In today’s competitive hotel landscape, many independent hotels struggle with high reliance on online travel agencies (OTAs) for bookings. This reliance cutz into profits significantly, often leading to frustration for hotel owners.
With Tudor Hopkins, founder, Sleeping Bear Hotels and Adam Hamadache, CEO and Founder, Formula – digital growth agency for hotels we explore how Sleeping Bear Hotels successfully reduced their OTA dependency and increased direct bookings.
Understanding the Impact of OTA Reliance. Sleeping Bear Hotels, highlights that when he took over, the hotel was generating 60% of its bookings through OTAs. This reliance not only affected profit margins but also reduced the ability to engage directly with guests. High OTA commissions severely impact profitability. By shifting focus to direct bookings, hotels can keep more revenue in-house and build stronger relationships with guests. Tudor’s journey started with a shift in business model, removing unprofitable services and focusing solely on room bookings. He streamlined operations, which allowed for better pricing strategies and increased occupancy rates. The Role of Partnerships in Driving Revenue. Sleeping Bear Hotels took an innovative approach by partnering with local restaurants and attractions.
More from Hoteliers’ Voice
In this episode, we unpack real-world examples of hotels taking direct action. Discover how Redworth Hall Hotel & Spa generates 86% of its electricity on-site through combined heat and power while using wood pellets for hot water. We also dive into voco Sheffield’s story, where a £50,000 monthly electricity bill prompted an energy assessment that caught excessive water flow rates, putting them on track to save nearly £400,000 next year simply by optimizing facility operations. With margins under pressure across the industry, hoteliers are proving that reducing environmental impact and boosting the bottom line are often two sides of the same coin. Tune in as we discuss why cutting emissions starts with identifying operational waste, how upfront investments pay off, and why profitability and sustainability no longer need to be competing priorities.
In this episode, we sit down with Pete Hurley, founder of Well-Seasoned, to dive deep into the changing landscape of recruitment in the hospitality industry.
In this episode, we sit down with Richard Morris, founder of Hospitality Staffing UK, who brings over two decades of recruitment experience in the hotel and stadia sectors.
Is hospitality just a stepping stone, or can it be a lifelong, fulfilling career? In this episode, we sit down with Marsela Loulai, Hotel Manager at Mercure Kenwood Hall Hotel & Spa, for an insightful, practical conversation on the future of talent in the hospitality industry. Drawing from her personal career journey—spanning past milestones, current leadership challenges, and future ambitions—Marsela shares her direct experience with modern people management and hiring in today's competitive landscape. Together, we explore how leaders can rewrite the industry narrative to transform hospitality from a temporary stint into a rewarding, long-term profession. Plus, Marsela gives us an insider’s look at Kenwood Hall—a historic 4-star country house hotel set in 12 acres of tranquil parkland near Sheffield city centre. She breaks down their target guest profile, marketing focus, tailored event packages, and the distinct advantages of combining boutique charm with the global reach of the Mercure brand. Key Highlights & Takeaways Career Trajectory: Marsela’s personal journey and how early experiences shaped her modern leadership style. The Hiring Reality: Honest insights into modern recruitment, retention, and managing diverse teams in today’s market. From Job to Career: Actionable strategies for hospitality leaders to foster long-term career growth and employee loyalty. Behind the Scenes at Kenwood Hall: Understanding their target guests, custom event offerings, and marketing focus. The Brand Advantage: Balancing the local character of a Sheffield landmark with the global strength and support of Mercure.
Discounting gets heads in beds, but does it drive profitable growth? Does it deliver the right type of guests? What are the risks? In this episode, we sit down with Jon Siberry, Revenue Consultant for Z Hotels and Sarova Hotels, to uncover the real impact of flash sales and impulse buying in today’s hotel landscape. Jon breaks down what actually drives results versus what simply erodes your Average Daily Rate (ADR). Whether you're looking to fill sudden distressed inventory or test new market segments, this conversation provides a practical roadmap for executing flash campaigns without diluting your brand. In this episode, we discuss: What Works vs. What Doesn't: The exact conditions under which a flash campaign succeeds, and the common pitfalls that burn revenue. Impact on Rates & ADR: How to structure deep discounts without destroying your rate integrity or anchor pricing. The "Impulse" Guest Profile: Who actually books these deals, their lead times, and how their behavior differs from direct bookers. Ancillary Spend & RevPAR: Does a discounted rate lead to lower overall spend, or can on-property upselling make up the difference? Reviewing Performance: Key metrics beyond occupancy to evaluate whether a campaign was genuinely incremental or just cannibalized direct bookings.