The Paul Gallagher Interview

25/11/2025

1 Min Read

Direct Bookings

Key Takeaways

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.

After an incredible 27 years, Paul Gallagher stepped down as Buswells Hotel's esteemed General Manager in December 2024. In a comprehensive interview with Dr. Des O'Mahony at the end of his tenure at Buswells, Paul shares insights into the hotel's rich history, his forward-thinking online strategy, and his invaluable partnership with Bookassist.

Paul has since taken up the position of Chief Executive Officer of the Irish Hotels Federation.

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