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From OTA dependency to direct booking: hospitality's 12× ROAS playbook.

Ashley Group was paying OTA commissions on revenue they should have owned. Two years later, direct booking is their top-performing channel.

Dikmas Putra

Strategy Lead · Aug 28, 2025 · 14 min read

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From OTA dependency to direct booking: hospitality's 12× ROAS playbook.

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From OTA dependency to direct booking: hospitality's 12× ROAS playbook.

More field notes from the bench.

The Learning Engine — turning ad tests into compounding knowledge.

The Growth Learnings Artifact — the document that runs your team.

Southeast Asia's paid-ads blind spot — why localising creative beats generic scaling.

See what’s hiding in your ad account.