The Paul Gallagher Interview

Paul Gallagher’s direct strategy drives profitability: shifting focus from OTAs to the hotel's own website website increased direct revenue to over 65% of room turnover with a low 7% acquisition cost.

Data transparency fuels growth: Paul’s open sharing of real-time booking data from all segments with Bookassist enabled proactive campaign optimisation and an ultimate 33:1 return on investment.

Independence requires investment: Paul reinvested savings from OTA commissions into aggressive SEO and digital marketing with Bookassist to eventually capture 75% of online business directly for Buswells.

Partnership implies challenge: treating technology provider Bookassist as a true business partner, not just a supplier, allowed Paul to create a collaborative environment where targets were constantly challenged and exceeded.