Choosing a marketing agency for a hotel or resort
What to ask a marketing agency before hiring them for a hotel or resort, and why understanding the OTA-versus-direct dynamic matters more than general creative flair.
4 min read
Every booking that goes through an OTA instead of a hotel's own site carries a commission cost, often 15-25% of the booking value. Google Ads focused on driving direct bookings, even at a modest cost per click, can still be far cheaper than the commission avoided.
Structuring campaigns for direct booking
- Branded search campaigns, bidding on your own property name to keep OTA listings from capturing that traffic entirely.
- Direct-booking incentive messaging (best rate guarantee, free breakfast) in ad copy.
- Seasonal and event-specific campaigns for local attractions, weddings or festivals near your property.
The price transparency advantage
OTAs often add taxes and fees only at a late step, which can frustrate a guest. Showing the full, final price early on your own booking engine, and stating this clearly in ad copy, is a genuine and honest advantage worth using directly.
A guest surprised by late-added fees on an OTA is primed to appreciate a direct booking that showed the real price upfront.
Seasonal budget planning
Increase spend ahead of known seasonal demand periods and open wedding dates, and shift toward off-peak promotional messaging during monsoon or low-occupancy months when direct bookings are hardest to win but most valuable to secure.
The takeaway
Retarget visitors who checked your OTA listing but did not book — where tracking allows — with a direct-booking offer showing the full, all-inclusive price upfront.
Written by Fibvo — Bengaluru and Erode, India — working with clients in other time zones. Questions, or think we have it wrong? Tell us.
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