Direct bookings · Digital systems
2026
Caravella Backpackers
A third-generation family hostel in Cairns increased direct bookings by 160% in 90 days by giving guests a reason to book direct.
Client
Caravella Backpackers, Cairns QLD
scope
Direct bookings · Digital systems
year
2026
duration
Ongoing (results measured over the first 90 days)
Overview
The brief.
Zenon asked for help with the side of the business he knew least about: driving direct bookings to the website and getting the digital systems working. He knew it mattered, but had no idea where to start.
The Challenge
A great product, losing margin to booking sites.
The hostel was strong on the ground, with 8.6/10 on Booking.com and consistently glowing reviews. Online, it was weak: social channels untouched for five years, a dormant Google Business Profile, and no clear brand, so it blended in with generic party hostels. Direct bookings had fallen to about 4.4% of revenue, and most guests came through online travel agencies charging 13% commission. Zenon avoided digital tools and knew agencies would be expensive. Digital marketing felt too hard to even begin.
the solution
A reason to book direct that booking sites couldn’t copy.
Rather than outspend the booking sites, I audited the business’s digital footprint and explained the findings in plain terms. We moved away from the budget party market to a new “Secret Garden” identity that honours the family’s long history with the property. I created the Caravella VIP Guest Hub and Cairns Insider Guide, a digital concierge available only to direct-booking guests, and secured a partnership with Muddy’s Cafe offering free coffee vouchers to every direct booker. I redesigned the website so the book-direct offer is visible everywhere, overhauled the Google Business Profile, restarted social media with AI-generated reels, and automated pre-arrival and in-stay emails.
The results
Direct bookings up 160% (about 140 extra bookings)
Direct channel share of revenue: 4.4% → 9.1%
Google Business Profile interactions up 55%
Search visibility up 36%, averaging 1,800+ profile views a month
Website clicks from Google up 41%
Requests for directions up 44%
February–April, compared with the same months a year earlier.
testimonial
“I’ve been working with Marianne for about six months, and she’s been helping me with a side of the business that I know nothing about, but I know how important it is for us. In our case, that’s driving direct bookings to our website and working on digital systems. Seeing the growth that’s happened in such a short period of time, it’s been amazing what Marianne has been able to do with us. I highly recommend her services for anyone else out there looking for this kind of development in their business.”
Zenon Caravella
Owner, Caravella Backpackers
