New3 founding partner places open
Get more guests booking direct, and pay the OTAs less
Codero is a strategy partner for owner-run hotels. I find where your bookings are leaking, plan the fixes with you, then put them into action, from your website to Google and AI search.
Free, no sales call, and the report is yours to keep.
- Free
- website audit
- From £395
- a month for ongoing support
- 10 to 40
- rooms: the size of hotel I work with
Founder and head of moraleSay hi!
What are OTAs costing you?
Booking.com's base commission in the UK is around 15%, and more if you join its visibility programmes. Set the sliders to match your hotel for a rough yearly figure. Nothing is saved or sent.
Estimated commission per year
£43,782
That's roughly 313 room nights a year at your average rate.
Moving 10% of bookings from OTAs to your own site would keep about £10,946.
Get your real figuresAn estimate only. Your audit uses your real booking mix.
63.4%
of bookings at independent hotels worldwide now come through OTAs, and in some markets it's close to 80%.
Half as often
Direct bookings are cancelled half as often as OTA bookings: 10.6% compared with 21.8%. Guests who book with you are more likely to turn up.
Source: Cloudbeds, State of Independent Hotels Report 2026, based on 90 million bookings in 180 countries.
Strategy first, then the work
Anyone can get a website built now, often in an afternoon. What makes the difference is knowing what to fix first, why, and sticking with it. That's the part Codero does with you.
1DiagnoseFind the leaks
A free audit of your website, Google profile, reviews, rates and AI search visibility, showing where bookings slip away and what it's costing you.
2PlanAgree the plan
We set targets together: how much business to win back from OTAs, which guests to go after, and the order to fix things in. Nothing gets built without a reason.
3BuildPut it into action
A new website if you need one, or fixes to the one you have. Google, reviews, rates and AI search are set up to support the plan.
4GrowKeep improving
Monthly reports and a quarterly strategy review: what's working, what isn't and what to try next. You get a partner who knows your hotel, not a report you never read.
AI search strategy
Guests are asking AI where to stay
Plenty of people are wary of AI, and that's fair. But more and more guests now ask ChatGPT, Gemini or Google's AI answers for a shortlist before they open a booking site.
You don't need to love it. You do need a plan, so that when guests ask, the answer is accurate and your hotel is in it.
Get your facts straight everywhere
AI pieces your hotel together from your website, Google profile, OTA listings and reviews. When they disagree, you're harder to recommend.
Give AI something to quote
Detailed hotel and room data, an accurate Google hotel listing, and plain answers to the questions your guests actually ask.
Measure it every month
I ask the main AI tools the questions your guests ask, and track whether you're mentioned and how you compare with hotels nearby.
Nobody can guarantee an AI recommendation. A hotel that's clear, consistent and well reviewed everywhere gives itself the best chance, and that's what the strategy builds.
Check your AI visibilityCan you recommend a quiet, dog-friendly boutique hotel in the Lake District?
1. [Your hotel]: 14 rooms, dog-friendly, known for its breakfasts and lake views.
2. [Nearby hotel]
3. [Nearby hotel]
The goal: when guests ask, your hotel is in the answer.
Pricing
Every price is on this page, so you know where you stand before we talk. The audit is always free.
Plan
Direct Booking Strategy
One-off
£495
- A 90-minute working session, in person or on a call
- Targets for how much business to win back from OTAs
- A written 90-day plan, in priority order, covering your website, Google, reviews, rates and AI search
- Yours to keep, whoever does the work
The full £495 comes off Performance Grow or a website if you go ahead within 30 days.
Start with a free auditGrow
Performance Grow
Monthly, priced by room count
£595 per month
- A quarterly strategy review, with your plan updated as things change
- Reviews monitored, with replies for you to approve
- Weekly rate parity checks and a review request after every stay
- Monthly SEO and AI search checks
- A monthly report led by commission saved
New website included when you commit to 12 months. Otherwise rolling monthly after the first three.
See what it would fixBuild
Website, bought outright
One-off, no ongoing commitment
£1,997 to £2,500
- A booking-focused website, linked to your booking engine
- Technical SEO and AI search groundwork before launch
- Google Business Profile set up, with free booking links
- A results report at 90 days
Best if you'd rather run things yourself after launch.
Start with a free audit
In development: Back of House, for staff SOPs and compliance logs. Coming soon: Hospitality Growth Partner, for guest emails and campaigns.
The weekly jobs, done for you
Answering reviews, checking rates and chasing feedback are easy to put off. On Performance Grow they happen every week, and nothing is sent without your approval.
“Lovely room, but we waited 20 minutes at check-in.”
Thank you, and sorry about the wait. We've changed how we handle late arrivals.
Drafted in your tone, sent once you approve.
Spot OTAs undercutting your own website.
Commission saved: £640
Reviews to approve: 3
Rate alerts: 1
One short email, or a Telegram message if you prefer.
Hello, I'm Graeme
I started Codero after seeing how much of their room revenue small hotels hand over to booking sites, and how few affordable options they had to win it back. Big agencies are set up for big hotels, and website builders leave you to work it out alone.
With Codero, the person who builds your website is the person who looks after it and answers the phone. That's me. Cubby comes along to most calls.
I also give free talks to tourism groups and business networks on how small hotels get found in AI search. Ask about a talk.
Independent hotels across the UK and Europe
Codero works with owner-run hotels from the Highlands to Cornwall, and across Europe. Choose an area to see more.
The whole of the UK
Owner-run hotels of 10 to 40 rooms, from Highland retreats to London townhouses.
See all locations
Become a founding partner hotel
I'm working with a small number of owner-run hotels at a reduced rate while Codero builds its first case studies.
- You getThe Direct Booking Strategy and a new website for £399, instead of up to £2,995.
- I ask forSix months of Performance Grow at the normal monthly rate, and permission to share your before-and-after results. After that, you're free to stop.
Common questions
Something else on your mind? Email me and I'll reply within a working day.
No. I work with the system you already have, whether that’s Freetobook, Little Hotelier, Cloudbeds, SiteMinder or something else, and make the route to it quicker and clearer.
Usually not. OTAs are useful for nights you wouldn’t otherwise fill. The aim is to stop paying commission on guests who were already looking for you.
Yes. Performance Grow works with any hotel website, not only ones I’ve built.
You get a short monthly report that starts with direct bookings and commission saved.
Codero is set up for owner-run hotels of around 10 to 40 rooms, anywhere in the UK.
Yes. I work with independent hotels across Europe as well as the UK. Most of the work is done remotely, so where your hotel is makes little difference.
Yes. If your audit shows they’re worth doing for your hotel, they go into your plan and I can set them up, with the ongoing work covered by Performance Grow. You only do what makes sense for you.
AI helps with the first draft. I check every reply, and nothing is posted until you approve it. Your guests hear from you, not a robot.
Nobody can promise that. What I can do is make sure AI tools find clear, consistent information about your hotel everywhere they look, and check every month whether you’re being mentioned.
Find out what your website could be doing
A free audit of your booking journey, Google profile and reliance on OTAs, with the fixes you can make yourself this week.
