Results / Soka Suites
From 75% OTA-dependent to #1 in its market, with revenue up 37%.
Soka Suites is a hotel near DFW Airport in Irving, Texas, competing against major chains with simple, comfortable rooms. Three quarters of its bookings came through OTAs. Our objective was to cut that dependence without sacrificing revenue, and to make sure a freshly remodeled product was sold at the rate it deserved.
- +37%Revenue, capitalizing on the property's remodel
- +112%Direct bookings
- #1In its STAR report
- #1Most-booked hotel in Irving on OTAs
The problem
Soka Suites was over-dependent on Expedia as its primary booking channel, which meant high commission costs and limited control over demand. The property was out of price parity, often offering lower rates on Expedia than on its own website or other OTAs, which actively discouraged direct bookings.
Incorrect mapping, weak OTA optimization and outdated revenue-management practices reduced visibility, suppressed ADR and weakened STAR performance. With no digital marketing strategy and no structured review generation, the hotel had little control over its reputation or its guest acquisition.
The plan
Revenue management: twice-weekly price optimization, occupancy-driven rate increases, peak-date pricing, and promotions built to lift visibility and ADR. Parity restored across every channel, with deals reserved for website bookers.
Digital marketing: direct demand rebuilt with email marketing, controlled booking incentives, a review-generation system, Google Hotel Ads, metasearch, and PPC focused on visibility and channel-mix improvement.
OTA optimization: mapping errors corrected, listings optimized, and promotions used strategically to support ranking and conversion rather than give margin away.
The results
Direct bookings went from a quarter of reservations to 40% in six months. OTA revenue grew too.
- 17×Return on ad spend, Expedia TravelAds
- 6×Return on ad spend, Google Ads
- +10%ADR
- +12%Occupancy
- +16.2%RevPAR
- 25% to 40%Direct share of reservations
Why it worked
Not because of any single tactic. Parity made the website competitive. Email and incentives gave OTA guests a reason to come back direct. Reviews lifted OTA ranking signals at the same time they lifted guest confidence. Pricing tied to occupancy meant the remodel was sold at the rate it deserved. Each channel supported the same objective, and the numbers all moved in the same direction: ADR, occupancy and RevPAR up together, which is the signature of a property that is aligned rather than discounted.
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