Hotel performance marketing aims to win direct bookings that would otherwise pay OTA commission. Google captures people searching for the hotel and destination, while Meta inspires travellers before they have chosen. Compare ad cost to the commission saved, and measure real booking value rather than clicks.
How Google and Meta work together for hotels and travel businesses
| Job | Meta | |
|---|---|---|
| Protect the brand | Brand search so OTAs do not take your own name | Not the lead channel here |
| Capture travellers | Search and hotel campaigns on destination and dates | Destination video and offers to source markets |
| Recover bookings | Remarketing for people who checked dates | Reminders with dates or room types they viewed |
What makes this industry different
Booking engines often sit on another domain, which breaks tracking unless it is set up carefully. Demand also moves with the season and source market, so a flat budget misses both peak demand and the booking window ahead of it.
What to track
- Set up cross-domain tracking with your booking engine, and pass booking value
- Report by source market and stay date as well as booking date
- Exclude cancellations when you can
The numbers we report on: Direct booking revenue, ROAS after cancellations, cost per booking compared with OTA commission, and direct share of revenue.
Platform and legal rules to plan for
Show prices and fees honestly on the landing page, including any taxes added at checkout. Rate parity terms in OTA contracts may affect the offers you can show. Check your agreements first.
Common mistakes
- Not bidding on your own hotel name, leaving it to OTAs
- Tracking that stops at the booking engine
- Advertising peak season only when it has already sold out
From our work with hotels and travel businesses
Common questions
Should hotels bid on their own name?
Usually yes. OTAs and competitors can appear on your name, and those guests would otherwise pay commission. Check the numbers for your own hotel, as this varies.
How do you measure direct booking ads?
Connect the booking engine so value is passed back to Google and Meta, then compare cost per booking against the OTA commission on the same revenue.
When should hotels advertise for peak season?
Ahead of the booking window for each source market. Your own booking data shows how far in advance guests from each market reserve.