How ERGON Beach House Nikiti grew direct to 65%

ERGON Beach House Nikiti closed its second season with RevPAR up 33%. Underneath this sits the number that matters most going into 2026: direct bookings went from 45% of room nights to 65% in a single year.

In its first year of operation, the house sold roughly one direct room night for every room night that came through Booking.com. In 2025 it sold nearly three.

• Direct room nights +75%

• Booking.com room nights −34%

• Booking.com fell from 42% of room nights to 23%: nineteen points of the property's volume that no longer carries commission

Direct did not simply ride a good season. It grew by more than one and a half times the property's entire increase in volume, which means it absorbed business that used to arrive through the OTA as well as taking the new demand.

Direct is not a single channel. It has a website and it has a telephone or email, and in 2025 both moved.

Bookings by email and phone nearly doubled and now make up a quarter of everything the house sells — two of every five direct room nights, up from about a third. Nor is it a cheap channel: a conversation is the only place an upsell genuinely happens, provided you know how to have one, and its average rate finished above the largest OTA's before commission.

Direct share is usually filed under marketing. At this level it stops being a marketing number. Two thirds of the room nights at ERGON Beach House Nikiti now arrive through channels where we set the price, hold the relationship with the guest and keep the margin.

Three months into the third season, direct share is holding; and holding without a rate concession. That makes 2025 a step change rather than a good year, and it moves the target instead of settling it: 65% is the floor now, not the result. A property that owns two thirds of its demand sets its own terms.

What could your direct share be? We'd love to find out.