Case Study

How One Hotel Increased Direct Bookings by 52% and Reduced Predatory OTA Visibility by 95%

Erin

Operto Guest Technologies · September 14, 2026

Alaska Frontier Inn was losing guests who intended to book direct to third-party booking sites appearing in Google search. After implementing Operto ONE, direct bookings increased from 25% to 38% of total bookings in five months, while predatory OTAs appearing at the top of search results dropped by 95%.

Why it matters: Guests searching for a hotel by name already intend to book that property, but third-party booking sites can intercept that demand before guests reach the hotel’s website. For Alaska Frontier Inn, that meant lost direct revenue, added commissions, and frustrated guests who believed they had booked directly with the hotel.

Operto ONE continuously monitors Google searches for Alaska Frontier Inn, detects third-party booking sites competing for the hotel’s branded search traffic, and automatically runs and optimizes branded Google Ads to help direct more guests to the hotel’s official website.

Top 3 Core Objectives: Alaska Frontier Inn wanted to regain control of guests already searching for the hotel and convert more of that existing demand into direct bookings.

Increase Direct Bookings: Shift more guests who are already searching for Alaska Frontier Inn to the hotel’s official booking channel, reducing reliance on third-party sites and unnecessary OTA commissions.
Protect Branded Search: Reduce the presence of predatory OTAs appearing above or alongside Alaska Frontier Inn when travelers search for the hotel by name, making the official website easier to find.
Improve Guest Experience: Reduce bookings made through misleading third-party sites that can provide guests with inaccurate information about hotel policies, pricing or their reservation, leading to confusion and frustration at arrival.

""Not only were the OTAs costing us in revenue, but also reputation. Disgruntled guests would vent their frustration on Google reviews when predatory OTA promises contradicted hotel policy.”"

Evan Gorman

General Manager

👍 General Manager Evan Gorman said that Predatory OTAs weren’t just costing Alaska Frontier Inn direct revenue, they were creating guest confusion that impacted the hotel’s reputation.:

""Not only were the OTAs costing us in revenue, but also reputation. Disgruntled guests would vent their frustration on Google reviews when predatory OTA promises contradicted hotel policy.”"

⚖️ The selection process: During their research process, Evan Gorman evaluated Operto Guest Technologies's product differentiators, customer support, and holistic value as a strategic partner and ultimately decided that Operto Guest Technologies was the best fit solution:

General Manager Evan Gorman said, about their decision: """"

📈 The results: Within five months of implementing Operto ONE, Alaska Frontier Inn increased direct bookings from 25% to 38% of total booking volume and reduced predatory OTAs appearing at the top of Google search results by 95%. The hotel also saw fewer guests arriving with misleading reservation information from third-party booking sites.

Direct bookings increased from 25% to 38% of total booking volume within five months
95% reduction in predatory OTAs appearing at the top of Google search results
Fewer guests arrived with misleading reservation information from third-party booking sites