Digital diagnostic · Hotel Dann Combeima

Diagnostic summary

A well-liked mall-side hotel that pays to be the priciest place to book it.

A comfortable business hotel attached to a shopping centre in Ibagué, with warm reviews for its breakfast and location. The commercial setup works against it: Booking takes the featured panel slot, the official site is the most expensive option, and a reseller undercuts it by nearly a third.

The numbers at a glance · estimated from public sources

Annual room revenue · potential at 75% benchmark ≈ USD 0.75M

USD 0.75M

potential / year

Kept by the hotel · 71% ≈ USD 0.53M Lost to OTA commissions · 16% ≈ USD 0.12M Lost to low occupancy · 13% ≈ USD 0.10M

Occupancy (assumed)

65%

Orange mark: 75% market benchmark

Paid to OTAs every year

≈ USD 0.12M

20% commission on the 90% of revenue booked through OTAs. Profit leaving the business, not marketing spend.

Revenue lost to low occupancy

≈ USD 0.10M

~2,230 unsold room-nights a year vs. the 75% market benchmark.

Assumptions: 61 rooms × 365 nights · 65% occupancy vs. 75% market benchmark · ADR USD 45 from public rate research (~COP 152K) · 90% of bookings via OTAs at 20% average commission, per chain-level client input. Figures to be replaced with actuals during onboarding.

What's behind these numbers, and where we start

Make booking direct the best deal

Measured live: Booking holds the featured panel slot, the official site is the most expensive option (ARS 99,279), and rehlat.co undercuts it ~32%. Parity repair comes first.

OTA optimization · rate parity

Fix measurement and consolidate the engine

Frozen Analytics parameters and a two-domain booking engine mean direct bookings cannot be attributed. Repair cross-domain tracking and consolidate one engine.

Direct booking media · tracking & attribution

Reclaim the brand search

No official ad defends the name, while Booking bids on it and a scraper clone (hoteldanncombeima.com-website.com) sits in the results. Coverage plus a takedown recover demand.

Direct booking media · Google Paid Search

Turn Google's panel into a direct channel

The official site is listed but priced highest. With a competitive rate it becomes the cheapest visible option, and Booking loses the featured slot it currently owns.

Direct booking media · Google Hotel Ads

Fill the empty rooms

61 rooms below the 75% benchmark. Discount campaigns, seasonal promotions and OTA CPC (Expedia TravelAds, Booking CPC), leaning on the mall-access convenience, attack the ~USD 0.10M occupancy gap.

OTA optimization + demand generation

Full report

The complete diagnostic, vertical by vertical

Every check behind the scores. Open each vertical for the detailed findings, live measurements and Rank recommendations.

Organic positioning

Is the hotel visible when the traveler searches for it, before paying for the click?

3.0/5Moderate

Brand SERP

3 / 5

Working

Official site (hotelesdann.com/dann-combeima) ranks organically
Indexed in ES and EN

Needs work

No official paid ad defends the brand name
A scraper clone (hoteldanncombeima.com-website.com) appears in results
Booking bids on the brand name

Scraper clone detected: hoteldanncombeima.com-website.com, a generic template site impersonating the hotel.

Measured live · Jul 9, 2026 · AR IP

Technical site health

2.5 / 5

Working

Canonical and robots correct
hreflang ES/EN via WPML
HTTPS behind Cloudflare, WP Rocket cache
Meta domain verification present

Needs work

Frozen, expired _ga parameters on the booking-engine links
Booking split across two engine domains
Slider Revolution promo carousel; Hotel schema not detected

Pending

Core Web Vitals (PageSpeed Insights)
Search Console health (requires access)

Medium confidence · validate with GSC

Website content: text and visuals

Requires access

Working

Room photography and mall-access convenience shown
Content structured by service

Needs work

Generic copy with no destination keywords (Ibagué, Tolima)
No blog or destination content for non-brand demand

Booking engine · walked through live

Rate plans and taxes shown
Direct incentives present: WhatsApp and Dann Club loyalty

Engine needs work

No room photos at the rate-selection step
Mixed English strings in the Spanish funnel

Measured live · Jul 9, 2026 · AR IP

Google Business Profile & local SEO

3 / 5

Working

Active Google entity: 4.4 · 1,400 reviews
Map embedded on the site

Pending

Profile ownership and photo freshness
Local pack position
Apple Maps (usually unclaimed in LatAm)

Provisional · manual check pending

Online reputation

4 / 5

Working

Booking 590 reviews, warm scores for breakfast and location
Guests highlight the mall access and safety

Needs work

Lower review volume; reputation not leveraged in ads

Comp set Ibagué: Sonesta Ibagué, ESTELAR Altamira. Convenience and value are the hooks.

High confidence · public data

Rank recommendations · organic

Run and label the official brand-search ad
Take down the scraper clone; set up brand monitoring
Implement Hotel + FAQ schema; fix alt text and naming
Add destination content (Ibagué, Tolima, mall access)
Optimize GBP + Apple Maps with current photos

Direct booking media

Does high-intent demand reach the hotel's own engine, or do OTAs keep it?

2.4/5Low performance

Google Paid Search

2 / 5

Working

Hotel appears in Google's price panel as an option

Needs work

No official ad defends the brand name
Booking.com takes the FEATURED sponsored slot, not the hotel
The clone site intercepts demand upstream

Pending

Non-brand campaigns (requires account access)
Re-check from a Colombia IP (this check ran from Argentina)

Measured live · Jul 9, 2026 · AR IP

Meta Ads · Facebook & Instagram

3 / 5

Working

Active Facebook and Instagram accounts

Pending

Ad Library inventory: active ads, formats, run time
Landing pages: engine vs. homepage vs. promos
Retargeting: pixel events and dynamic ads for visitors
Whether review scores and real photos are used in creative

Provisional · Ad Library pending

Google Hotel Ads & Metasearch

Requires access

Working

The official site IS listed in Google's panel, labeled 'Sitio web oficial'

Needs work

Booking holds the featured slot (ARS 83,814); the official site is the HIGHEST at ARS 99,279
rehlat.co undercuts the official rate ~32% (ARS 67,411)

Booking owns the featured slot and the official rate is the priciest: both are fixable with feed and parity work.

Measured live · Jul 9, 2026 · AR IP

Measurement & tracking

2 / 5

Working

Google Analytics and Meta pixel present

Needs work

Cross-domain attribution likely broken (frozen _ga)
Engine on two domains: sessions split

Medium confidence · GA4 audit requires access

Booking funnel & direct value proposition

3 / 5

Working

'Best rate' positioning
Dann Club loyalty program
Active WhatsApp channel

Needs work

Booking links split across two engine domains
Direct-booking benefit not explicit vs. Booking

High confidence · funnel walkthrough

Other demand channels

Requires access

To audit with account access

Performance Max with hotel feed and per-property goals
Display retargeting on the ~97% who leave without booking
Google Maps promoted pins for local hotel searches
YouTube / Demand Gen for events and seasonality

Why it matters

These channels reuse the same feed, pixel and audiences: cheap to activate once measurement works

Client data · Google Ads and Meta account access

Rank recommendations · direct media

Fix cross-domain tracking and consolidate one engine
Repair parity and reclaim the featured panel slot
Run and label the official brand-search ad
Visible direct-benefits table + Dann Club member rate
Structured Meta/Display retargeting on engine traffic

OTA presence

Use OTAs for visibility, without giving away the guest relationship.

3.1/5Moderate

Channel coverage

4 / 5

Working

Booking, Expedia, Hotels.com
Despegar, Trip.com, momondo
GDS for corporate and agencies

Needs work

No clear channel prioritization by source market

High confidence · public data

Reputation by OTA

4 / 5

Working

Booking 590 reviews with warm scores
Consistent value perception

Needs work

Lower review volume: velocity to build

High confidence · public data

Destination search ranking

Requires access

Measured · clean AR session

Booking's infinite-scroll throttled a deep positional count in this session

Context

Value and convenience scores are a ranking asset
Comp set: Sonesta Ibagué, ESTELAR Altamira

OTAs personalize results: to be re-measured from Colombia and tracked monthly.

Measured live · Jul 9, 2026 · deep position pending

Booking / Expedia profiles: content & programs

3.5 / 5

Working

Correct photos and complete amenities
Consistent descriptions across platforms

Pending

Profile completeness vs. comp set
Genius / Preferred participation and cost
Photo count and quality vs. comp set

Partial · structured review pending

Rate parity

1.5 / 5

Measured · same night, Google panel

Official site: the most expensive option (ARS 99,279)
Booking featured at ARS 83,814
rehlat.co: ~32% below official

What it means

With direct priced above an OTA, no direct-booking campaign converts cleanly
Wholesaler contract audit needed to stop the leakage

The single biggest blocker: booking direct is currently the worst deal available.

Measured live · Jul 9, 2026 · AR IP

Hotel Dann Combeima

A well-liked mall-side hotel that pays to be the priciest place to book it.

What's behind these numbers, and where we start

Make booking direct the best deal

Fix measurement and consolidate the engine

Reclaim the brand search

Turn Google's panel into a direct channel

Fill the empty rooms

The complete diagnostic, vertical by vertical

Organic positioning

Brand SERP

Technical site health

Website content: text and visuals

Google Business Profile & local SEO

Online reputation

Direct booking media

Google Paid Search

Meta Ads · Facebook & Instagram

Google Hotel Ads & Metasearch

Measurement & tracking

Booking funnel & direct value proposition

Other demand channels

OTA presence

Channel coverage

Reputation by OTA

Destination search ranking

Booking / Expedia profiles: content & programs

Rate parity

Sponsored listings