After talking with dozens of hotels across Thailand over the past few years, I’ve learned a simple but often uncomfortable truth: hotel owners and general managers don’t lack intelligence, ambition, or commitment to AI. What they are missing, through no fault…
Marketing Agency vs. In-House: a Total Cost of Ownership (TCO) analysis
When a hotel owner in Thailand asks me, “Why should I pay an agency when I can hire someone in-house?”, they’re usually thinking in one simple equation: “Monthly retainer vs. monthly salary.” That’s a natural instinct, salary is obvious, neat and…
Hotel Ads Campaigns: Why Running Ads in Isolation Rarely Works
After more than 25 years working at the intersection of digital marketing, hotel commercial strategy, and hospitality tech, and speaking to hundreds of hotel operators, I’ve seen one recurring pattern play out again and again: Hotels lose faith in advertising not…
Direct Bookings vs. OTAs: The Real Cost of Hotel Distribution
Understanding the Real Economics of Hotel Distribution and the Path to Sustainable Profitability After more than 25 years working in digital marketing, hotel commercial strategy, and hospitality technology, one conclusion has become clearer with every passing year: Direct bookings are not…
Hospitality Tech Review 2025 and Vision for 2026
Every December, I spend time reflecting on the year, what we built, what we learned, and how the landscape evolved around us. I’ve kept this habit since before The Percentage Company existed, but this year’s reflection seems to carry a different…
Booking System vs. Booking System + Services: Which is best in 2026?
After more than two decades in hotel digital marketing, revenue management, and hospitality technology, from boutique resorts to international hotel groups, I’ve learned one unshakeable truth: Technology alone often doesn’t grow your revenue. Technology + expertise does. This has never been…