GCP Hospitality drives 15% of direct revenue through metasearch

REVENUE MANAGEMENT

GCP Hospitality runs a diverse portfolio of independent hotels and hostels across Asia-Pacific, from luxury resorts to brand-forward hostels like Haka House in New Zealand. The group takes an analytics-first approach to distribution, balancing OTA visibility with sustainable direct booking growth. For revenue leaders Michaël Bélanger and Leo Fyot, the challenge was turning first-time OTA guests into repeat direct bookers across remote APAC destinations.

Why it matters: Triptease Metasearch now drives 15% of direct revenue at GCP Hospitality with an 18x ROAS, while exit messaging has generated over $170k in additional revenue.

GCP uses Triptease Metasearch to bid smarter in auctions where guests are most likely to convert, including the tricky category of single beds in shared hostel rooms. Triptease Messages adds website personalization, with exit messaging converting over 5% of potential leavers into direct bookers.

Top 3 Core Objectives: GCP Hospitality wanted to reduce over-reliance on OTAs across its APAC portfolio and convert first-time OTA guests into loyal direct bookers for future stays.

Balance channel mix: Grow direct bookings year on year without abandoning the OTA discovery role, targeting 20 to 30% direct share in key leisure markets.
Win rate-aware guests: Capture guests who compare prices across platforms late in the booking journey, ensuring the final booking lands on the direct channel.
Drive team adoption: Equip both corporate and on-property teams with tools they can actually use, regardless of technical or marketing background.

Innovators Mentioned

Triptease

Michaël Bélanger

Vice President of Commercial Strategy

GCP Hospitality

"It's been very easy for us to encourage adoption at the hotel level because the system is intuitive. Even a GM can just look and see how much business they're getting. In many ways it's far better than Google Analytics, which gives too much information for someone not trained in digital marketing. We use it regularly in our performance reviews."

Michaël Bélanger

Vice President of Commercial Strategy

👍 Vice President of Commercial Strategy Michaël Bélanger said that Triptease's intuitive dashboards drove adoption across GCP Hospitality, from corporate revenue teams to on-property GMs.:

"It's been very easy for us to encourage adoption at the hotel level because the system is intuitive. Even a GM can just look and see how much business they're getting. In many ways it's far better than Google Analytics, which gives too much information for someone not trained in digital marketing. We use it regularly in our performance reviews."

⚖️ The selection process: During their research process, Michaël Bélanger evaluated Triptease's product differentiators, customer support, and holistic value as a strategic partner and ultimately decided that Triptease was the best fit solution:

Vice President of Commercial Strategy Michaël Bélanger said, about their decision: "Metasearch for hostels is a bit tricky, and we've been able to work closely with Triptease's product team to make sure that we really get the bang for our buck in the metasearch auction."

📈 The results: Triptease drives 15% of GCP's direct revenue through metasearch at an 18x ROAS, with exit messaging adding over $170k in recovered bookings.

Triptease Metasearch delivers an 18x ROAS across the GCP portfolio.
Exit messaging has generated more than $170k in direct revenue with a 5%+ conversion rate.
Platform adoption extends from corporate teams to property-level GMs, replacing Google Analytics in performance reviews.

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