Peer case
Nine points of mix, occupancy held
How and who for the hotel job—verified when attested.
Job: Shift mix off OTAs toward brand.com
Mix move
Verified+9 pts direct
Occupancy
Verified±2 pts
Path time
Verified54s mobile
Claim
Nine points of mix with occupancy held.
Evidence
Contribution after commission; occupancy ±2; mobile path time.
Caveat
OTAs stayed. Darkening a channel was refused.
Situation
Commission had become a monthly surprise. Brand.com was a brochure. The owner wanted '50% direct' in a year. Oakridge said no to the slogan and yes to a band.
Approach
Contribution was rebuilt after commission. Wayfind (demo) fixed the mobile path. HarborStack (demo CRS) stopped a double-write. Mix moved in two 4–5 point steps with occupancy held inside 2 points. OTAs stayed as a valve.
Outcome
Nine points of mix in two quarters. Occupancy within 2 points. Contribution after commission up even on a flat occupancy year. The 50% slogan is gone from IC decks.
“They would not let me darken an OTA to feel brave.”
Who did the work
- 8.4
- 7.8
- 7.9