words spelling out pay per click illustrating importance to hotels of optimising their ppc campaigns for seasonal trends

Ireland, like many other countries, has tourism as one of its significant economic drivers. Thus, Pay-Per-Click (PPC) stands as a cornerstone for businesses aiming to bolster their online presence and drive revenue.

NB: This is an article from ARO Digital

Subscribe to our weekly newsletter and stay up to date

For hotels and businesses in the hospitality industry, it’s crucial to recognize that every month is not the same. Business and footfall can differ dramatically.

How can we cope with that?


Just like the changing hues of Ireland’s countryside, seasonal trends in the hospitality industry paint a vivid landscape of consumer behavior and travel patterns.

Analyzing these trends is as essential as finding a four-leaf clover in a field of shamrocks.

By diving into historical data and market trends, hoteliers can uncover hidden pots of gold and tailor their PPC strategies to match the ever-shifting seasons.

Example: Analyzing a generic keyword like “Hotel deals Ireland” reveals fluctuations throughout the year.

It’s like watching a rollercoaster ride of searches – up, up, up in July and August, when Ireland’s as sunny as a smiley face emoji, then down, down, down in the quieter months.

It’s like a game of musical chairs, but instead of chairs, we’re chasing after bookings.

Similarly, there’s another surge during the winter months, characterized by festive charm, dictating varying demand levels for accommodation.


Crafting ad copy that resonates with seasonal themes and activities is essential for capturing the attention of potential guests.

During the summer season, emphasize features like outdoor attractions, scenic landscapes, and recreational activities to appeal to travellers seeking adventure and relaxation.

For instance, consider an ad headline like “Escape to Ireland’s Stunning Beaches – Book Your Summer Getaway Today!”

Conversely, during the winter season, highlight cosy accommodations, festive events, and indoor amenities to attract visitors in search of warmth and holiday cheer.

An example of a winter-themed ad copy could be “Cosy Up in Ireland’s Best Winter Retreats – Limited Availability, Book Now!”

By aligning messaging with seasonal themes, hotels can create a compelling narrative that resonates with target audiences and drives engagement.

Read the full article at ARO Digital