The Hospitality Industry Has Changed – Have You?
The UK hospitality sector has faced a rollercoaster of changes in recent years. From economic shifts to evolving traveller behaviour, the landscape is more competitive than ever. Yet, many hotels and B&Bs are still relying on outdated marketing strategies, hoping that organic traffic and word-of-mouth will keep bookings flowing.
The reality? That approach is no longer enough. If you’re not running paid ads, you’re missing out on direct bookings, higher occupancy rates, and increased revenue. Here’s why paid advertising should be a non-negotiable part of your marketing strategy right now.
1. OTAs Are Eating Into Your Profits
Online Travel Agencies (OTAs) like Booking.com and Expedia take a significant cut of your revenue. Sure, they bring in bookings, but at what cost? With commission fees ranging from 15% to 30%, your margins shrink fast. Paid ads, on the other hand, give you full control over your marketing spend and allow you to drive direct bookings, bypassing the middleman.
Imagine reallocating just a fraction of your OTA budget into Google Ads or Meta Ads. You could target high-intent travellers, showcase your best offers, and keep more revenue in your pocket.
2. Your Competitors Are Already Doing It
Search for “hotels in [your city]” on Google. Chances are, the top results are all paid ads. If you’re not running ads, you’re giving your competitors an open field to capture your potential guests before they even consider your property.
Paid ads ensure your hotel or B&B appears at the top of search results when potential guests are actively looking. Even better, you can outbid competitors on high-converting keywords, ensuring your property stands out when it matters most.
3. Seasonal Demand Requires Instant Visibility
The UK hospitality sector is heavily influenced by seasonality. Whether it’s summer holidays, bank weekends, or Christmas getaways, demand fluctuates throughout the year. Paid ads allow you to ramp up visibility exactly when you need it most.
Instead of waiting for organic SEO to kick in (which can take months), PPC ads can place your hotel in front of thousands of potential guests overnight. This is especially crucial for last-minute bookings, where travellers are searching for accommodations just days before their trip.
4. Hyper-Targeted Advertising Maximises ROI
Unlike traditional advertising methods, digital paid ads allow laser-focused targeting. You can reach potential guests based on location, travel intent, interests, and even past website visits.
For example, if someone visited your site but didn’t complete a booking, retargeting ads can remind them why your property is the perfect choice. You can also target travellers searching for “hotels near [landmark]” or “pet-friendly B&Bs,” ensuring your ads reach the right audience at the right time.
5. Google Hotel Ads Give You an Unfair Advantage
Google Hotel Ads are a game-changer for UK hotels and B&Bs. These ads integrate directly with your booking engine, showing real-time availability and pricing in Google search results.
The best part? You only pay when a user books directly through your site. This performance-based model means you’re investing in actual bookings, not just clicks. If you’re not leveraging this yet, you’re leaving serious money on the table.
6. Paid Social Ads Drive High-Intent Traffic
While Google Ads capture active searchers, social media ads introduce your property to potential guests who may not have considered a stay yet. Platforms like Facebook and Instagram allow you to showcase your property with stunning visuals, special promotions, and compelling storytelling.
A well-structured social media campaign can target:
- Couples looking for romantic getaways
- Families searching for kid-friendly stays
- Business travellers needing weekday accommodation
By combining Meta Ads with compelling content and exclusive deals, you can drive bookings and build brand loyalty at the same time.
7. Data-Driven Decisions Mean More Profit
One of the biggest advantages of paid advertising is the ability to track performance in real time. Unlike traditional marketing methods, where you rely on gut feeling, digital ads provide concrete data on what’s working and what’s not.
You can measure:
- Cost per booking
- Conversion rates
- ROI on ad spend
This data allows you to optimise campaigns, cut ineffective spending, and double down on what delivers the best results.
Final Thoughts: The Time for Paid Ads is Now
Running a UK hotel or B&B in today’s market without paid ads is like trying to fill rooms with a “vacancies” sign and hoping people walk in. It’s outdated, ineffective, and leaves money on the table.
Investing in paid advertising isn’t an expense – it’s an opportunity to take back control, drive more direct bookings, and increase profitability. If you’re ready to move beyond OTAs and take charge of your marketing, now is the time to act.
Need expert help setting up high-performing paid campaigns? Let’s chat. At HOC-Digital, we specialise in helping UK hotels and B&Bs scale their revenue with results-driven digital marketing.
