Hotel ad management, run by AI
Your slow nights, filled and booked direct.
Ads aimed at the nights that need them, the guests most likely to book, and your own channel. For a fraction of an agency fee.
No agency yet? Koers is the media team you couldn’t justify hiring.
Slow nights
Filled
Nights that would have stayed empty
Bookings
Direct
The commission stays with you
Cost
A fraction
Of an agency fee, because you aren’t paying for hours
How it works
From booking data to booked nights, every day.
Koers recommends the offer. You decide what runs. In your first months, someone who has run hotel accounts checks every campaign before it goes live. See a full example campaign →
The problem
November isn’t behind. Six nights are.
Weekends fill anyway. Two weeks are carried by events. A monthly report can’t see that, so your agency spreads spend across all thirty.
November, one property
SellingWeekendEvent weekNeeds attention
And budget never moves between your hotels.
Riverside will fill on its own. The Larkin won’t. An agency paid per property never moves the budget.
Busy nights keep a floor of spend that defends your name on Google, so booking sites can’t take those bookings. Everything above the floor moves to the soft nights.
What it learns
Right night. Right time. Right people.
Koers learns three things from your own booking history. A monthly report shows none of them.
Right night
Each date against its own normal pace. Not “November is behind”, but these six nights.
Right time
Every date books on its own schedule. Ads start when that date’s guests start searching.
Right people
Ads go where your guests actually come from, weighted by how many.
Google’s own bidding chases bookings it can see, including nights that were going to sell anyway. Koers goes after the nights that wouldn’t.
Filling the night
Two ways to fill a soft Tuesday.
Drop the rate
- Public, on every channel
- Trains guests to wait for the deal
- Booked through an OTA, commission paid
- The guest belongs to the booking site
Still costing you in March.
Make it worth choosing
- Breakfast or late checkout, at your usual rate
- Offer sent by email, rate unchanged
- Booked direct, no OTA commission
- You keep the guest’s address
Where the margin goes
Booking sites take 15 to 30% of every night they sell.
What reaches you from a $140 night
Yours Commission
Shown at 22%. Unlike your ad budget, commission rises every time your rate does.
3
empty nights filled a month cover Koers at the founding price. After that, 5% of stayed revenue, with a $399 minimum.
Based on a $140 night.
Where Koers pays for itself
Getting started
Live in week one. No integration project.
Day one
Your booking system emails us a scheduled pace report.
Week one
Campaigns are live on your soft nights.
Then
We build your direct integration while campaigns keep running.
Pricing
$399 a property a month to start. Then 5% of stayed revenue, $399 minimum.
Never a percentage of ad spend. No setup fee. 90-day term.
Fit
We would rather tell you now.
A good fit
- Independent hotels and groups up to 10 properties
- $1,000 to $10,000 per property per month on ads
- Someone who owns the occupancy number
- Able to start within a month
Not a fit
- Groups with an in-house media team
- Anyone wanting a brand or creative agency
- Portfolios above 20 properties, for now
Who is behind it
Ankit Modak
Four years running operations for boutique hotels. Ten years building software. Koers is what we wanted for the properties we ran and could not buy.
Founding partners
We are taking on 10 founding properties.
Founding partners get Koers early and cheaply, and in return they help shape it. Here is exactly what that exchange looks like.
What you get
- $399 a property for your first six months.
- First in the queue for your direct integration.
- A named account manager who has run hotel accounts. They check every campaign before it goes live while the system learns your properties, and turn your feedback into what we build next.
- Priority access to every new capability, because the models behind them learn from your performance first.
What we ask in return
- Your performance data. Permission to use your campaign and booking performance to train our models.
- A case study with real numbers.
- A reference call, once there are results worth talking about.
We would rather be straight about that up front.
Start with a free soft-night report: send us a pace report and we’ll show you which nights need help.
Free soft-night report
Send us a pace report. We’ll show you which nights need help.
1. Export
A pace or forecast report from your booking system for the next 90 days, night by night. Add last year’s reservations if you have them.
2. Send
Upload it with your property names. Takes a minute.
Upload your reportOpens our upload form. It asks you to sign in with a Google account.
No Google account? Email it to info@getkoers.com instead.
3. Get it back
Within 48 hours: your soft nights, when their guests usually start booking, and what we would run. Free, no commitment.
Prefer to talk first? Book a 20-minute call.
Example campaign
What Koers builds when a date goes soft.
One property. Six soft nights. Three angles.
Illustrative example using a fictional property. Not a client campaign, and not a performance claim.
The trigger
The Larkin, Saratoga Springs
Nights flagged
Tue to Thu, Nov 10 to 19
Pace vs last year
18% behind
Rooms to sell
61
Days to arrival
24 to 33
Usual booking window
10 to 21 days out
Ads go live
Oct 20, night by night
Guests come from
Weekends are on pace and a conference carries the first week. Only six midweek nights need help, and their guests book about three weeks out, so ads start on Oct 20, not today.
The difference
Same budget, different campaign.
What usually runs
- All of November, from the 1st
- 10% off, published to everyone
- One creative, reused from last year
- Spend spread evenly
- Sold-out weekends still bid on
- Same audience everywhere
What Koers runs
- Six nights, live from Oct 20 as they start to book
- Breakfast and late checkout, rate untouched
- Three angles, rebuilt against what books
- Busy nights cut back to a floor that defends your name
- Offer sent by email, public rate unchanged
- Weighted to NY, NJ and MA, where 90% of guests come from
The angles
Three arguments. The one that books wins.
Angle A
The town, quieter
November is Saratoga without the season.
Tests: is quiet a benefit
Angle B
The long morning
Sell the slow Wednesday, not the room.
Tests: is the inclusion the hook
Angle C
Not the weekend
Same town as Saturday. None of the crowd.
Tests: does comparison win
Losers are cut, winners are rebuilt. None of it survives into December, because December is a different problem.
The creatives
Written for six nights in one town.
Sponsoredthelarkin.com/midweek-november
Saratoga Without The Season, Nov 10 to 19
Tuesday to Thursday nights. Broadway with a table free, the Spa State Park to yourself, and breakfast for two. Checkout at 2pm. Offer by email, direct only.
Headline assets in rotation, by angle and market
The Larkin, Saratoga Springs
Sponsored
Nobody’s idea of high season. That is rather the point.
Tuesday to Thursday, November 10 to 19. Broadway with a table free at seven, the Spa State Park with nobody on the paths, and the mineral baths without a three-week wait.
Breakfast for two and a 2pm checkout, included. Send us your email and we will send you the offer.
The quiet weeks
November 10 to 19
Tuesday to Thursday, with the morning included.
Six nights between November 10 and 19. Breakfast for two, checkout at 2pm, and a town that is not busy.
This offer is only available when you book direct.
And then
The address is the second return.
Subject Saratoga, Tuesday to Thursday
Thanks for asking. Book Tuesday to Thursday nights between November 10 and 19 direct at our usual $138, and breakfast for two and a 2pm checkout are on us.
Use this code when you book to claim the offer:
MIDWEEK-NOV
Valid until November 9. This offer isn’t available through booking sites.
Founding partners
This is what week one looks like.
Send us a pace report and we will show you which of your nights are the Larkin nights, before you sign anything.
Pricing
A flat fee to start. Then we earn when you do.
Founding partners pay a flat $399 a property a month for six months. After that, Koers takes 5% of the stayed revenue from its campaigns, with a $399 minimum. Never a percentage of your ad spend.
The price
Founding partner
$399per property, per month
First 10 properties. Includes a named account manager.
Standard
5%of stayed revenue from Koers campaigns
$399 minimum per property, per month. After your first six months.
No setup feeNo minimum ad budgetNo percentage of spendYou own your accounts90-day term
Each currency has its own set price. It is not converted at today’s rate.
How the fee works
Flat while we prove it. Then paid on stays.
Months 1 to 6
$399 per property, per month. Flat, for founding partners.
From month 7
5% of stayed revenue from Koers campaigns, with a $399 minimum per property, per month.
Stayed revenue
Bookings from Koers campaigns, counted once the guest has stayed. Cancellations never count.
What the fee covers
Everything an agency would do on your account.
Reads
Your pace, booking window and guest origin, every day.
Moves budget
Across dates, channels and properties, toward the nights running behind.
Runs
Your campaigns, timed to when each night’s guests book.
Recommends offers
Offers for soft nights, sent by email, at your usual rate. You decide what runs.
Reports weekly
Nights filled, direct share and cost per booking, against the same dates last year.
Stays yours
Your ad accounts and their history. If you leave, they stay with you.
Questions
The short answers.
Is there a setup fee?
No. And the first soft-night report is free, before you commit to anything.
How long is the term?
90 days. The founding price applies for your first six months. After that, the fee is 5% of stayed revenue from Koers campaigns.
What counts as stayed revenue?
Revenue from bookings made through Koers campaigns, counted once the guest has stayed. Cancelled bookings don’t count.
What if a month is quiet?
The fee never drops below $399 per property, per month. If 5% of stayed revenue comes to more, you pay the 5%.
Does the fee change with my ad budget?
No. Your ad budget never sets our fee. Founding partners pay a flat fee per property; after that, the fee follows stayed revenue from our campaigns, not what you spend. There is no minimum ad budget. Koers fits best at $1,000 to $10,000 a property a month on ads.
What happens to my accounts if I leave?
Nothing. They are your accounts, with their history, and they stay with you.
What do founding partners give in return?
Permission to use performance data to train our models, a case study, and a reference call once there are results. See the full exchange →
Start here
See your soft nights before you pay anything.
Send us a pace report and we’ll show you which nights need help, when their guests usually book, and what we would run.
About
Koers is what we wanted for the properties we ran, and could not buy.
Four years running operations for boutique hotels, watching agency fees eat a big share of the budget they managed.
The operator years
Eight properties, and the same problem in every one.
From 2022 we ran operations for eight boutique hotels in small US leisure markets: property managers, a remote portfolio GM, a 24/7 guest-support team, payroll, vendors, the booking system, revenue management and paid media. Independent properties, seasonal demand, tight margins, and no marketing department of their own.
Every one of them had the same commercial shape. A few weeks a year sold themselves. The rest had to be sold, and selling them cost twice: an agency fee on the way out, and a booking site taking up to 30% of the rate on the way in. Raising direct contribution was on every quarterly agenda. The ads paid back; the budget just never reached the nights that needed it most.
Markets operated
Gatlinburg
TennesseeWatkins Glen
New YorkSaratoga Springs
New YorkLake Placid
New YorkGeneva-on-the-Lake
OhioManitou Springs
ColoradoSouth Lake Tahoe
California8 properties operated
2022 to 2026Up to 12x
Return on ad spend at the best-performing properties we ran. Paid media works for independent hotels. Most of them just can’t afford to run it properly.
Small leisure markets with sharp seasonality. Exactly the properties where a soft midweek night is the difference between a good month and a flat one.
What we kept running into
The fee was the product.
Agencies price on human hours. On a property spending a few thousand a month, those hours cost close to what the advertising cost. Nobody was being overcharged. The economics simply did not work at that size.
And because the fee was per property, the work was per property. Nobody was looking across all eight properties, so budget never moved from the hotel that was already going to fill to the one that was not.
On the way out
Hours
Agency fees, priced on human hours, on top of the ad budget
On the way in
15 to 30%
Of the rate, taken by booking sites as commission
One property was heading for a full June. Another was twenty per cent behind on the same nights. The budget sat where it was, because there was no one whose job it was to move it.
That is the whole reason Koers exists. Not a better agency. A system that makes the decision an agency is not structurally able to make.
The other half
Ten years building software, four years running hotel operations.
Before hospitality there were three companies over a decade, one of them through to a successful exit. Koers needs both halves of that. Plenty of people can build an allocation engine. Fewer have sat with the pace report at eight in the morning wondering which nights to worry about.
Now we are building it.
10
Years building companies
3
Startups founded, one exit
4
Years operating hotels
How we price it
A fraction of an agency, and not as a favour.
Koers costs less because the system makes the decisions, not a team billing hours. People check its work while it learns your properties, but the hours don’t grow with your account. That is the only reason. It is published: a flat fee while we prove it, then 5% of stayed revenue, never a percentage of your ad spend, because the alternative is the pricing model that made this problem in the first place.
You own your ad accounts throughout. If you ever leave, the accounts and the history stay with you.
Founding partners
We are taking on 10 founding properties.
If you run independent hotels and you have ever looked at an agency invoice next to your ad spend and done the arithmetic, we would like to talk to you.
Team
Small, and that is the point.
An agency needs a person on every account. That is why it costs what it costs. We need a system, and a few people who know what to tell it.
Founder
Founder
Ankit Modak
Ten years building software companies, three founded, one through to a successful exit. Four years running operations for eight boutique hotels in small US leisure markets, which is where much of the inspiration for Koers came from, and where most of the arguments on this site were learned the hard way.
Based in the Netherlands. Builds the product, and will be on your first call.
The team
Three people, and a system that does the rest.
Performance media
Nibha J
5 years buying paid media for hotels and travel brands. Ran the kind of accounts Koers is built to replace, which is the most useful possible background for teaching a system what a good decision looks like.
Campaigns and accounts
Ashish M
5 years in hotel campaign management and client-side marketing. Works with founding partners directly on what the product is missing.
Lead AI engineer
Upanishadh P
Builds the part of Koers that makes the decisions. The models that read pace, the logic that moves budget between dates and properties, and the generation that writes campaigns against specific nights. The reason the team stays this size.
And the part that is not a person
Does the work an agency would staff
The system
Every account at an agency has a person reading a report once a month and adjusting from a playbook. Koers reads every property and every date, every day, and moves the budget accordingly.
That is the whole reason we can charge a fraction of an agency fee. Not a leaner team doing the same job for less. A different job entirely.
How we intend to stay this way
Headcount is a cost you would pay for.
Every agency starts by promising attention and ends up charging you for the people who provide it. We measure the hours of human decision-making each property takes and we expect that number to keep falling.
If it does not, we have built an agency with better software, and you should buy from someone else.
Founding partners
You will get a named person anyway.
Every founding partner has a named account manager. They check every campaign before it goes live while the system learns your properties, and turn what you tell us into what we build next.
Ten founding properties, and then the price goes up.