MAp Boutique Consultancy, based in Zurich, goes through your marketing with you: your position, your guests, every channel and what it costs. Eight weeks, five personal calls, all online. You finish with a clear roadmap, a budget and the few numbers that show what works.
Certified B Corporation. Putting award-winning hotels on the MAp since 2014, across four continents.
Every year there’s a new channel, a new agency, another tool on the phone. The budget goes up. The bookings stay where they were, and nobody in the house can say what’s working.
The problem is rarely the size of the budget. It’s spending without a foundation, and without measuring what comes back.
OTAs bring you guests you would never reach on your own, and the reviews that come with them. They also take a share of every booking. Almost a third of hotel bookings in Europe went through OTAs in 2025: 29.9%, up from around a fifth in 2013 (HOTREC, 2026). And OTA bookings are cancelled more than twice as often as direct ones, 21.8% against 10.6% (Cloudbeds, 2026).
Since late 2024, hotels in the EU can offer a better rate on their own website than on Booking.com. In Switzerland, they have been free to do so since December 2022.
You don’t need fewer OTAs. You need a few more points direct, year after year.
Commission never shows up as a loss. It shows up as a cost nobody questions any more. Here’s a real-world scenario, built on realistic figures for a 35-room four-star hotel on a two-season alpine calendar.
We used 15% commission on purpose, on the cautious side: in a market study for the European Commission, independent hotels reported an average basic commission of 10 to 20%, and effective rates were higher still. The figures are before the cost of your own booking channel, and the arithmetic is here so you can run it with your own numbers. Move 3.5 points to direct and the Core programme has paid for itself in the first year.
Most marketing reviews start with channels. We start one step earlier, with who you are and who you’re for. Then we follow the money through every channel and check what comes back.
Foundation
Your position, your ideal guest and the one message that matters to them. Everything else builds on it.
Owned
Your website, booking path, direct rate, emails and guest data. The channels you control yourself.
Partners
Booking.com, Expedia, metasearch and cooperations: what they bring, what they cost, and the right balance for your hotel.
Earned
Reviews, press and mentions. What others say about you, and whether it matches what you say.
Paid
Search, social and campaigns, measured in bookings rather than clicks.
Measurement runs through all five: a few clear goals, the KPIs that show them, and a simple way to track them.
Eight weeks, five personal calls, all online. You bring your numbers, we bring the structure, wherever your hotel is.
A short prep guide and a checklist of the numbers we’ll need: what you spend, where your bookings come from, what each channel costs. You walk into the first call ready.
We get to know your hotel, your goals and what isn’t moving. Together we agree the one question these eight weeks will answer.
The core of the programme, across two calls. First your foundation, then every channel and what it costs. We build your budget file together and set the KPIs you’ll track.
Your next steps, sorted by priority: what, who and by when. Short enough to use every week, clear enough that nobody has to guess.
The MAp Decision Framework for every new channel, agency or tool that comes calling. You decide with your own numbers, not someone else’s pitch.
We answer every open question, set your tracking rhythm and a 90-day checkpoint. You leave knowing exactly what comes next.
Not, if: You want an agency to run your channels for you. You have your own marketing department. Or nobody has capacity to act on the roadmap in the next six months.
MAp Boutique Consultancy has worked with hotels from Zurich since 2014 and has been a certified B Corporation since 2022. The Marketing Coaching is run in house, and you speak to the same people from the first call to the last.
Every package includes the onboarding kit and call, the Full Marketing Audit, your Marketing Roadmap and your Personal Marketing Navigator, across five personal calls in eight weeks.
What we look at:
You get:
One-off. No subscription.
What we look at:
You get everything in Basic, plus:
One-off. No subscription.
What we look at:
You get everything in Core, plus:
Get your personal offer.
Tell us about your hotel and what isn’t moving. We listen, ask the questions that matter and tell you whether the coaching fits. No questionnaire, no obligation. Then you decide, in your own time.
Pick a time below.
Cendyn, Hotel Digital Marketing Performance Index, January to June 2025, September 2025 → LINK
HEDNA, RateGain and NYU SPS, The State of Distribution 2026, September 2026 → LINK
Lodging Magazine on The State of Distribution 2026, 15 September 2026 → LINK
HSMAI, Top 10 Challenges Marketing Leaders Will Need to Navigate in 2025, January 2025 → LINK
HOTREC, European Hotel Distribution Study 2026, 2,713 properties, via PhocusWire, September 2026 → LINK
Cloudbeds, 2026 State of Independent Hotels Report, March 2026 → LINK
European Commission, Market study on the distribution of hotel accommodation in the EU, final report, 2022 (data 2021) → LINK
European Commission, Booking must comply with all relevant obligations under the Digital Markets Act, 14 November 2024 → LINK
Switzerland, Art. 8a of the Unfair Competition Act (UWG), in force since 1 December 2022 → LINK
Gartner, 2026 CMO Spend Survey, May 2026 → LINK
Max Starkov, How much should hoteliers be spending on marketing?, Hospitality Net, 12 August 2025, citing STR → LINK
Last updated: 28 October 2026
