5-star boutique hotelMallorca · 2025 vs 2024
+68%
Website room revenue, 44% above budget, with total cost of sale near 5%. Google Ads ran at 7.2%, branded search at 2.5%.
Website room revenue at a 5-star boutique hotel in Mallorca, under my marketing lead.
Hotel marketing · Direct revenue
Fewer commissions. More direct bookings.
I'm Leonardo Freitas. For 15 years I've run marketing for hotels in Spain and Portugal. I help independent hotels win guests back from the OTAs, and show the result in the P&L.
Available for select projects · Remote from Mallorca
The gap
The same guest, at a quarter of the cost.
20%
What a typical OTA takes in commission on every room it sells for you.
~5%
What a direct booking cost the hotel I lead marketing for, agency fees included.
Most hotels already have the demand. It just arrives through someone else's checkout. My work is the unglamorous part in between: rate parity, a booking engine that converts, media bought against cost of sale, and a guest list you actually own.
Results
Numbers I can explain, line by line.
Same hotel, peak seasonJune 2025 vs June 2024
+85%
Direct bookings, with revenue up 55% and cost of sale down 30%. Conversion rate tripled in organic and doubled in paid search.
Tourism clientDigital consultancy, Barcelona
+294%
Year-on-year revenue across organic, paid and referral, with conversion rate reaching 10%. Part of €500K+ in managed search spend.
Live-show venueBarcelona · new website
+48%
Direct website revenue after a full site rebuild, delivered with the development team in under a year.
AI searchMultilingual hotel journal · August 2026
~700
Sessions referred by AI assistants in one month, and four bookings, from an SEO and AI-search content plan in three languages.
Figures from roles held in-house and at agency. Details and references on request.
Services
Three ways to work together.
Start small and get proof first. Every engagement is run by me, reports in euros, and works alongside your revenue manager and your agency.
01 · Start here2 weeks
Direct Booking Audit
A clear read on where direct revenue is leaking, ranked by what each fix is worth.
- Rate parity and OTA disparity check
- Booking-engine funnel, step by step
- Google Ads, Hotel Ads and Meta account review
- Tracking and attribution health
02 · OngoingMonthly
Fractional Head of Marketing
Senior marketing leadership for a few days a month, without the full-time hire.
- Annual plan and media budget
- Agency briefing and oversight
- Monthly cost-of-sale reporting for owners
- Press and influencer terms that protect you
03 · Fixed scope4–12 weeks
Projects
One defined outcome, delivered end to end with your team and suppliers.
- Website or booking-engine relaunch
- CRM and guest-journey setup
- SEO and AI-search content plan
- Affiliate or metasearch launch
Google Ads & Hotel AdsMicrosoft AdsMetaMetasearchRate paritySEO & AI searchCRM & lifecycleGA4 & attributionAffiliatePress & influencers
Calculator
What is the OTA share costing you?
An estimate, not a promise. It assumes shifted bookings cost 5% to win directly, which is the level I've run in-house, and that total revenue stays flat. Your mix and market will change the answer.
About
Leonardo FreitasPalma de Mallorca, Spain
I started in hotel operations, on the floor at Reid's Palace and Hotel da Lapa. I still think like someone who has to fill the rooms.
Since then I've led marketing for a hotel group in Barcelona, an international property brand across Spain and Portugal, a Barcelona cultural venue, a digital consultancy and a 5-star design hotel in Mallorca. I sit comfortably between the owner, the revenue manager and the agency, and I translate between all three.
- Languages
- Portuguese, English, Spanish and Catalan. Basic French, German and Italian.
- Markets
- Spain, Portugal, Germany, the UK and the US.
- Hotel tech
- Mews, Opera, SiteMinder, Witbooking, The Hotels Network, Maverick CRM, Zendesk.
- Education
- BA Hotel & Tourism Management, ESHTE Estoril.
- CMO, Head of Marketing & Press5-star design boutique hotel, Mallorca
- Senior Digital Project ManagerSekuenz, digital consultancy, Barcelona
- Chief Marketing OfficerTablao Flamenco Cordobés, Barcelona
- Digital Marketing Manager, InternationalEngel & Völkers Spain & Portugal
- Marketing ManagerEngel & Völkers Ibiza
- eMarketing & Assistant Marketing ManagerMajestic Hotel Group, Barcelona
Contact
Let's take it direct.
Tell me about your hotel and where bookings come from today. I'll reply within two working days with an honest view on whether I can help.