Best Practices for Hotel Advertising: A Complete Guide for Hoteliers

In the competitive hospitality industry, helpful hotel advertising is important for attracting guests and building brand loyalty. With the rise of digital platforms and online travel agencies (OTAs), hotels have more channels than ever to reach potential customers, but with so many options, preparing the perfect ad movement can be difficult.

This guide covers best practices for hotel advertising, including channel selection, creative strategies, audience targeting, and optimisation. We will also explore real examples from guiding hotels to encourage your marketing process.

Understanding the Hotel Advertising Landscape

It is very important to learn about the audience in order to advertise the hotel according to the landscape. Let us explore more:

Current Trends in Hotel Advertising

Hotel advertising now includes various platforms and techniques, focusing on creating personalised and wonderful experiences for possible guests:

• Video Marketing: Video is nowadays very useful for hotels, allowing them to show their rooms, comforts, and adventures in a visually attractive way.
• Mobile-First Approach: As most travellers study and book on their phones, hotels are increasingly accepting mobile-friendly ads.
• Social Proof and Reviews: Highlighting guest reviews builds trust and authenticity, especially on social media and websites.
• Personalisation: Hotels highlight customer data to personalise ads, from targeting loyal guests with complete deals to offering first-time discounts.

Hotel Advertisement on Digital Platforms 

With digital tools like Google Ads, Facebook, Instagram, and OTAs, hotels can:

• Target by Location and Interests: Platforms allow for targeting based on the traveler’s geographic location, interests, and past travel behaviours.
• Force Retargeting: Retargeting ads can reach out to users who visited the hotel’s website but did not book, and help remind them of their interest in that location.
• Achieve Customer Understandings: Ad platforms show analytics, allowing hotels to see metrics like CTR, conversions, and demographic data.

Choosing the Correct Platforms for Hotel Advertising

Every platform shows a different advantage. This is how you select and use the most useful ones for your hotel.

Google Ads and Search Advertising

Google Ads is very important for hotels, mainly when reaching out to users who are actively searching for accommodations.

• Search Ads: Target beautiful keywords like “boutique hotels in Miami” or “family-friendly resorts near Orlando”. Hotels can also use clear comforts in keywords (e.g., “pet-friendly hotels” or “hotels with free breakfast”) in order to attract niche audiences.
• Display Network: Display ads always work well for retargeting visitors who have viewed specific hotel rooms or pages. Visual ads show images of rooms, pools, or dining areas, enticing users to return.

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Social Media Platforms (Facebook, Instagram, LinkedIn)

Social media is positively useful for visually rich hotel ads:

• Instagram Stories and Reels: Short videos and Stories work well to show occasions, such as dining, rooftop views, and spa benefits. Reels can highlight guest testimonials or influencer partnerships for genuineness.
• Facebook Ads: Facebook’s targeting allows hotels to reach out to possible guests by their location, age, travel behaviour, and also interests.
• LinkedIn for Business Travel: Hotels can also use LinkedIn to target corporate travellers, encouraging meeting spaces, corporate rates, and loyalty programs.

Online Travel Agencies (OTAs)

Online Travel Agencies, such as Expedia, Booking.com, and TripAdvisor, have a large audience and also they allow many hotels to reach out to travellers directly:

• Listing on OTAs: OTAs show high visibility and often bundle options (e.g., flights, cars, and hotels) to increase bookings. It is important to have a supported presence on OTAs in order to attract a large audience.
• Invested Listings: Many OTAs allow a lot of hotels to inform about their listings as “featured” or “sponsored,” giving them a high position in their search results.

Crafting Effective Visuals and Copy for Hotel Ads

Good-quality visuals and clear copy are important to attract possible guests.

Photography and Imagery

• Show Unique Selling Points (USPs): Images should underline the hotel’s best features, like scenic views, modern decor, luxurious comforts, or family-friendly rooms.
• Use Lifestyle Photography: People enjoying the hotel’s luxuries, such as couples at dinner or families by the pool, help possible guests imagine enjoying themselves there.
• Video Tours and Virtual Walkthroughs: Video ads that show a tour of the property or show daily life at the hotel entertain users and help them imagine their stay.

Creating Engaging Ad Copy

Hotel ad copy should be clear and inviting. Here is how to make it useful:

• Highlight Unique Comforts: “Relax by our rooftop infinity pool”, “Enjoy a complimentary breakfast buffet”, or “Book now for exclusive spa access” can draw visitors who are interested in clear comforts.
• Create a Sense of Quickness: Use terms like “Limited Time Offer” or “Only a Few Rooms Left!” to motivate quick action.
• Attraction to Different Audiences: For example, “Pet-Friendly Getaway for the Whole Family” or “Romantic Escape for Couples”.

Real Example of Marriott’s “Travel Brilliantly” Movement

Marriott’s “Travel Brilliantly” movement is concentrated on experiential travel, which shows unique incidents in its hotel properties. The movement used good-quality visuals of modern rooms, unique dining choices, and huge travel experiences, demanding millennials and younger travellers who are looking for unique and amazing stays.

• Key Takeaway: Highlighting experiential and lifestyle elements helps Marriott entertain travellers who are interested in more than just a place to sleep.

Targeting and Personalization in Hotel Advertising

Clear targeting is important to provide ads that reach out to the right audience, from business travellers to families and also honeymooners.

Audience Segmentation by Travel Type

Dividing audiences based on their travel choices allows for highly attractive ads:

• Business Travellers: Ads should underline comforts like meeting rooms, high-speed Wi-Fi, and closeness to business sections.
• Families: Underline family-friendly comforts like pools, play areas, and nearby attractions.
• Couples and Honeymooners: Feature romantic settings, spa packages, and room updates.

Retargeting Movements

Retargeting helps many hotels grab bookings from users who earlier visited their website:

• Left Booking Reminders: If a user starts but does not complete a booking, an email or retargeting ad reminding them of their stay facts can enable completion.
• Dynamic Retargeting: Show users the actual rooms or offers they viewed, along with a CTA like “Come Back and Book Your Dream Stay”.

Real Example of Hilton’s Retargeting Strategy

Hilton used an active retargeting strategy to remind website visitors based on their bookings in progress or earlier searches. The ads featured personalised room images, comforts suitable to the user’s search, and special offers, such as late checkout or free breakfast, to encourage users to complete their booking.

• Key Takeaway: Personalised retargeting ads help to convert possible guests who are already aware of the hotel and increase the likelihood of booking.

Using Discounts, Loyalty Programs, and Packages to Drive Bookings

Special offers can push bookings and create customer loyalty, especially when paired with loyalty programs.

Loyalty Programs

Many hotel chains, like Hilton Honors and Marriott Bonvoy, use loyalty programs to attract and control guests:

• Member Discounts: Offer entire member rates to encourage loyalty program sign-ups.
• Points Redemption: Allow guests to earn and save points on future stays, in order to repeat bookings.

Packages and Add-Ons

Offering packages to entertain guests’ needs can increase booking appeal:

• Family Packages: Including bonuses like complimentary breakfast, free Wi-Fi, and tickets to local attractions.
• Romantic Getaways: These packages can highlight complimentary champagne, late checkout, and room upgrades.
• Business Travel Rates: Include benefits like discounted meeting space or airport transfer services.

Real Example of IHG’s Rewards Program and Targeted Offers

InterContinental Hotels Group (IHG) uses its IHG Rewards Club to supply premier member-only rates and targeted requests based on past stays. For example, business travellers often receive personal emails that offer discounts on weekday stays, while peace travellers receive deals on weekends and holiday packages.

• Key Takeaway: Highlighting offers to customer choices and past behaviours makes loyalty programs more attractive and also increases retention.

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Researching and Optimizing Hotel Ad Performance

Continuous research and optimization are important for improving the company’s ad performance and ROI.

Key Metrics to Monitor

• Click-Through Rate (CTR): High CTRs mean that the ad is grabbing viewers’ attention in a good way.
• Conversion Rate: Track how many clicks result in bookings, which indicates the ad’s significance.
• Booking Abandonment Rate: High desertion rates may indicate conflict in the booking process, which can lead to changes in the ad or booking interface of the company.

A/B Type Testing

A/B type testing helps hotels purify their ads and improve arrangements.

• Testing Visuals: Test different images, such as room views versus lobby shots, to see what relates to the viewers.
• Testing CTAs: Experiment with CTAs like “Book Now” vs. “Check Availability” to identify what causes more clicks.

Real Example of  AccorHotels’ Data-Driven Optimization

AccorHotels used A/B type testing to optimize its ad creatives and copy for different demographics. The brand found that young travellers replied much better to visual ads showing experiences, while business travellers preferred direct CTAs and clear pricing.

• Key Takeaway: Data-driven A/B type testing allows for fine adjustments that can greatly improve ad attention and modifications.

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Real Examples of Successful Hotel Advertising Movements

Below are a few successful hotel ad movements that show some best practices and provide motivation.

Marriott’s “#LoveTravels” Movement

Platform: Instagram, YouTube, Facebook
Details: Marriott founded the “#LoveTravels” movement to show inclusivity and celebrate variety among travellers. The ads entertain diverse guests, including LGBTQ+ couples and families, enjoying Marriott properties and comforts. The hashtag encouraged social media engagement and sharing of personal travel experiences.

• Results: The movement improved Marriott’s brand point of view and placed it as an inclusive, welcoming brand.
• Key Takeaway: Highlighting inclusivity and social arrangement can improve brand perception and build loyalty.

Airbnb’s “Go Near” Movement 

Platform: Email Marketing, Social Media, YouTube
Details: In reaction to COVID-19, Airbnb launched the “Go Near” movement to encourage local stays and nearby travel adventures. The ads motivated users to book within driving distance, featuring scenic stays, family cabins, and nature withdrawals.

• Results: Airbnb saw an increase in local bookings and higher attention from users who were searching for nearby escapes.
• Key Takeaway: Adjusting messaging to current travel trends (e.g., local and safe travel during a pandemic) can increase attention and help meet customer needs.

Hilton’s “Stop Clicking Around” Movement

Platform: Google Search, YouTube, Facebook, OTAs
Details: Hilton’s “Stop Clicking Around” movement is targeted to encourage direct bookings by underlining the benefits of booking directly on Hilton’s website, such as free Wi-Fi and loyalty facts. Ads across Google Search, YouTube, and OTAs compared booking directly with Hilton to using third-party platforms.

• Results: The movement increased direct bookings, which reduced Hilton’s dependence on OTAs.
• Key Takeaway: Underlining exclusive benefits for immediate bookings helps to reduce OTA charges and motivates loyalty.

Ritz-Carlton’s “Let Us Stay with You” Movement

Platform: YouTube, Instagram, Facebook
Details: Ritz-Carlton’s movement entertains satisfying stories of guests and employees, with a focus on memorable, personalised knowledge. The tagline “Let Us Stay with You” highlighted the idea that the memories and knowledge would stay long even after the guests left.

• Results: The movement increased brand relationships and loyalty among luxury travellers.
• Key Takeaway: Highlighting personalised knowledge relates to luxury audiences, creating an emotional connection to the brand.

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Conclusion

Hotel advertising is multifaceted, which blends the power of digital platforms, personalised messaging, and targeted offers to attract and keep guests. By using good-quality visuals, highlighting unique adventures, and entertaining multi-channel plans, hotels can effectively entertain coming guests and push bookings.

From Marriott’s experiential #LoveTravels movement to Airbnb’s local travel push with “Go Near”, successful hotel movements provide useful understandings for hoteliers who are looking forward to creating impactful ads. Implement these best practices to build a strong advertising plan that relates to your perfect guests, increases bookings, and supports your hotel’s brand presence.