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.
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.
Consider offering:
- One-time-only packages that include exclusive amenities or experiences
- Special access to activities or local events that guests can’t book through an OTA
- Offers tailored specifically to direct bookings, enhancing guest loyalty
Example: Launch a “Black Friday Exclusive: Winter Retreat Package,” offering an intimate stay with spa treatments, private tours, and gourmet dinners, available only for bookings made directly through your website.
4. Capitalise on Your Local Expertise
Another major advantage you have over OTAs is your in-depth knowledge of your location. Use this to your advantage by creating targeted marketing campaigns that appeal directly to travellers interested in your specific destination. OTAs cast a wide net, but you can offer more personalised, location-focused marketing.
Here’s how to use your local expertise effectively:
- Focus your Google Ads and social media campaigns on location-based keywords
- Highlight seasonal events, festivals, or local attractions tied to your Black Friday offer
- Use geo-targeting on platforms like Facebook and Instagram to reach potential guests who are more likely to travel to your region
By honing in on your destination, you can attract guests looking for a more authentic and tailored experience.
5. Maximise Your $200 a Month: Go Multi-Channel
While OTAs dominate Google Ads, you don’t need to rely solely on paid search to capture attention. By blending organic social media, strategic email marketing, and targeted paid ads, you can create a multi-channel approach that maximises your reach without exceeding your budget.
Here’s how to spread your $200 marketing budget effectively:
- Email Marketing: Send teaser emails leading up to Black Friday, followed by countdown emails and limited-time offers to build excitement.
- Social Media Ads: Use platforms like Facebook and Instagram to run targeted ads promoting your Black Friday deals, particularly to past guests and website visitors.
- Retargeting Ads: If potential guests visit your website but don’t book, use retargeting ads to re-engage them and remind them of your exclusive offers.
By ensuring your hotel is visible across multiple channels, you increase your chances of capturing direct bookings before guests turn to an OTA.
Final Thoughts
While OTAs may have massive marketing budgets, they don’t have your local expertise, your unique offerings, or the ability to build direct relationships with guests. By focusing on your strengths, investing in location-specific marketing, and creating guest-centric campaigns, even smaller hotels can compete during Black Friday without breaking the bank.
The OTAs are spending $200 per month per hotel. Can you match that? Absolutely. The key is to spend wisely and focus on what makes your property special.