With labour costs rising faster than revenue in Europe, margin protection now depends on flow-through, not just top line. 
This article shows how Sales, Marketing and Revenue can align to turn the right demand into profit.

Franchising has surged since 2023, driven by conversions that are reshaping growth pipelines and owner economics. While the model delivers scale and brand reach, profitability is decided on the ground by the on-property team.
This latest blog explores the commercial levers – demand selection, pricing discipline and channel mix – that determine whether topline revenue truly flows-through to GOP.

Direct bookings are more profitable, give hotels control of distribution costs and unlock valuable guest data. But in 2025, winning more direct share isn’t a quick fix – it’s a process.
In this article, we unpack:

• The latest traveller behaviour and OTA dominance stats

• Why direct growth is so difficult today

• Quick-wins and growth-initiative strategy to shift share

Read the full article to learn what works now – and how Unfold Consulting can help hoteliers reduce OTA reliance and grow profitable demand.