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.
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.
Myth 5: “It’s impossible to track which bookings came from ads.”
Reality: With the right tracking setup, you can see exactly which campaigns, keywords, and creatives drive confirmed bookings — including the booking value.
Modern ad platforms, combined with hotel-specific conversion tracking, make it clear where every pound, euro, or dollar is going.
When you know your exact Return on Ad Spend (ROAS), advertising decisions become data-driven, not guesswork.
Myth 6: “Paying OTA commissions is better than running my own paid ads.”
Reality: OTAs give visibility, but they also take a hefty cut — often 15–25% of every booking. That’s money straight out of your revenue.
With paid ads, every pound, euro, or dollar you spend is an investment in your own direct channel. Instead of paying perpetual commissions, you’re building long-term visibility, capturing guest data, and strengthening loyalty.
Hotels using smart, AI-optimised campaigns often achieve a Return on Ad Spend (ROAS) of 10:1 or higher — meaning for every £1 spent, you see £10+ in bookings. Compare that to giving away 20% of every OTA reservation indefinitely.
Direct advertising doesn’t just reduce costs — it increases control. You own the booking, the guest relationship, and the upsell opportunities, instead of handing them to an intermediary.
Paid advertising isn’t about spending more — it’s about spending smarter. The hotels winning in 2025 aren’t throwing bigger budgets at ads; they’re using AI and data to make every penny count.
Where AdsPlus Fits In
At Userguest, we created AdsPlus to eliminate the waste and guesswork in hotel advertising.
- AI analyses and optimises campaigns in real time.
- Budgets are allocated to the best markets.
- ROI is fully tracked and reported, so you know exactly what’s working.
Hotels using AdsPlus often see a 40%+ increase in direct bookings and ROI above 15:1 — without adding to their team’s workload.
Stop believing the myths.
Book a Demo of AdsPlus and see how your hotel can attract more direct bookings, in every season, at a fraction of OTA commission costs.