The South EST Blog
Practical thinking on guest retention, direct bookings, and loyalty programs for independent hotels. Written by people who have run hotels, not just written about them.
The Independent Hotelier's Guide to Guest Retention
Everything you need to know about building guest loyalty, reducing OTA dependency, and turning one-time visitors into lifelong direct bookers. A practical guide built from real experience running independent coastal hotels.
You Don't Have a Commission Problem — You Have a Retention Problem
Every hotel owner complains about OTA commissions. But the real issue is that guests leave and never come back direct. The commission is just the symptom — retention is the cure.
Why Independent Hotels Need a Loyalty Program in 2026
Marriott Bonvoy has 200 million members. Hilton Honors has 180 million. Those guests book direct because they have a reason to. Independent hotels have no equivalent — until now.
The Guest Database Is the Most Valuable Thing Your Hotel Owns
Your building has value. Your location has value. But in 2026, your guest list might be worth more than both. Every guest you enroll is an asset that pays you back for years to come.
The Real Cost of Waiting: Why Every Month Without a Loyalty Program Costs You Guests
Most hotel owners think about the cost of starting a loyalty program. The smarter question is: what is the cost of not having one? The math is sobering.