It’s like starting the year’s work off without a strategy – what you’re producing might be great but with such a key piece of the puzzle missing, the results won’t manifest.

It could be that your site was set up years ago when you mightn’t have had an insight into how it could be optimised for direct bookings? Or maybe it was designed by a creative specialist who made sure it was visually teeming with bells and whistles, without as much regard for activity behind the scenes.