Paid advertising can be one of the most profitable ways to drive direct bookings – yet many hotels avoid it, citing bad experiences, misconceptions, or stories they’ve heard from other hoteliers.
NB: This is an article from Userguest, one of our Expert Partners
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The problem? Most of these “truths” are actually myths. And believing them could be costing your hotel tens of thousands in lost revenue every year.
Let’s set the record straight.
Myth 1: “Google Ads is too expensive for small hotels.”
Reality: Google Ads only gets expensive when campaigns are set up incorrectly.
Hotels often waste budget targeting the wrong markets, bidding on low-intent keywords, or running ads when demand is low.
With AI-powered optimisation, spend is constantly shifted towards the most profitable audiences and periods. This means even boutique hotels can see a 5–15x return on investment when campaigns are managed well.
Myth 2: “I can just boost posts on Facebook and get the same results.”
Reality: Boosting posts is like throwing confetti in the air and hoping the right people catch it.
Boosted posts lack the advanced targeting, conversion tracking, and bidding strategies of proper ad campaigns on Meta.
If your goal is bookings (not just likes), you need structured campaigns designed to reach travellers actively looking for accommodation — not just scrolling through their feed.
Myth 3: “Paid ads don’t work in low season.”
Reality: Low season is exactly when smart advertising matters most.
By targeting high-intent travellers in specific feeder markets and highlighting tailored offers, you can attract guests who otherwise might not have considered your property.
AI can even predict which markets will perform best during quieter months, allowing hotels to proactively fill rooms instead of discounting last-minute.
Myth 4: “I can manage ads myself in my spare time.”
Reality: Successful hotel ad campaigns require daily monitoring, performance analysis, and creative testing.
Manual management means you’ll always be reacting to changes — often too late.
AI tools can adjust bids, budgets, and targeting in real time, something no human can do at scale. This keeps your ads competitive 24/7 without eating up your time.
