The challenge
Calder House ran six boutique properties and roughly 70% of their bookings came through platforms at commission rates that consumed most of the margin on those stays. Leadership had decided to delist entirely. The problem with that plan was straightforward: a large share of platform bookings came from travelers who had never heard of Calder House and never would have. Delisting would have removed real discovery, not just commission.
What we did
Modeled contribution by channel, not revenue
Their reporting showed platform bookings at a higher average rate than direct, which looked favorable. Once commission was included, direct bookings at a lower nightly rate contributed far more. That single view changed the strategy from delisting to mix-shifting.
Gave people a reason to book direct that wasn't price
Room choice instead of room type, flexible cancellation, and a late checkout guarantee. Competing on price against platforms they also listed on would have breached parity terms and started a fight they couldn't win.
Captured the post-discovery search
Travelers who found them on a platform and then searched the hotel name directly were the cheapest direct bookings available. Owning that moment, including against platforms bidding on their name, did more than any prospecting campaign.
Paced spend against forward occupancy
Connecting the media plan to the booking system so advertising intensified against soft dates and pulled back on periods already filling. Most operators run flat budgets against wildly non-flat demand.
The result
Direct share rose 68% and blended commission cost fell 22%, with contribution margin up 29%. They remain listed on every platform. The volume those provide turned out to be real, and the goal was never to leave.
What result did Calder House get? +68% in direct booking share over 14 months, completed in 2026.
“We came in wanting to fire the booking platforms. They showed us that a third of those guests had never heard of us, and that leaving would have cost more than the commission did. Then they built the thing we actually needed.”
Figures reflect real engagement outcomes at the time they were measured. This is a demonstration build — the client name and identifying details above are illustrative.