As Black Friday approaches, the competition in the travel industry is heating up. Last year, OTAs (Online Travel Agencies) like Booking.com and Expedia invested an enormous $5.5 billion in Google Ads, and for Black Friday 2024, they’re expected to more than double that, with an estimated $12 billion in total marketing spend.
NB: This is an article from Userguest, one of our Expert Partners
Subscribe to our weekly newsletter and stay up to date
These figures may seem intimidating, and many independent hoteliers might feel discouraged, often thinking, “We can’t outspend the OTAs, so why even try?”
However, the reality is you don’t need to match their marketing spend to win direct bookings. With a smart, guest-focused strategy, even a modest marketing budget can make a significant difference.
Here’s how you can take advantage of the Black Friday travel surge and outperform the OTAs without needing to spend like them.
1. Understand the Real Numbers: $200 Per Month
While $12 billion in marketing spend sounds daunting, when you break it down, OTAs are spending around $200 per month per hotel listed on their platform.
Now, the real question is: Can your hotel invest $200 a month to boost your online visibility and drive more direct bookings? The answer is an absolute yes! Independent hotels, no matter the size, can easily make this investment and see meaningful results.
2. Leverage Your Strengths Over Discounts
One key advantage you have over OTAs is that you know your destination, location, and product better than they do. Instead of offering deep discounts, like OTAs tend to do, focus on showcasing what makes your property unique – things that big booking platforms simply can’t offer.
Guests don’t just book rooms, they seek experiences. Highlight the value your hotel offers by building packages that emphasise:
- Personalised services
- Exclusive experiences, such as private tours or bespoke dining
- Insider knowledge of the local area that only you can provide
Example: Rather than offering a standard discount, create a “Local Secrets Weekend Package” that includes a curated guide to hidden gems, free parking, and a welcome hamper with local products. This package offers added value that OTAs can’t replicate.
3. Differentiate With a Unique, One-Time Offer
Travellers’ inboxes will be flooded with Black Friday deals from OTAs, hotels, and travel companies. To cut through the clutter, you need to create something unique – something that’s only available on Black Friday and can’t be found elsewhere.
