3 Google Search Ads Tips for Boosting Off-Season Hotel Bookings

Maximizing bookings during the slow season can be a significant challenge for small hotels and resorts. However, if you’re already using Google Search Ads, there are things you can do within your account to more effectively reach potential guests and encourage bookings when demand is low. Apply the three Google Search Ads tips outlined below to enhance your current advertising strategy and boost off-season bookings:

1. Leverage Local SEO and Geotargeting

One of the most effective strategies for small hotels and resorts is to focus on local SEO and geotargeting in your Google Search Ads. This approach ensures that your ads reach potential customers more likely to book a stay during the off-season, such as those in nearby cities or regions looking for a quick getaway.

• Create location-specific ads: Tailor your ad copy to highlight your area’s local attractions, upcoming events, and other unique features worth exploring and experiencing during the off-season. These might include fun cultural celebrations, seasonal wildlife tours, or other natural phenomena (such as hatching sea turtles and bioluminescence) that make visiting during the off-season a unique experience for last-minute travellers.
• Use location assets: Enhance your ads with Google Ads’ location assets that provide your address, phone number, and directions. This feature helps potential guests easily find your property and increases the likelihood of direct bookings.

Learn more about geotargeting specifics in this outline from Google Ads Help on how to target ads to geographic locations.

2. Implement Seasonal Promotions and Special Offers

Everyone loves a good deal! During the slow season, attracting guests with special promotions and offers can significantly boost your bookings by incentivizing off-season travel and last-minute bookings. Use Google Search Ads to highlight deals and make them stand out to potential guests.

• Create compelling ad copy: Use ad copy to emphasize limited-time offers, such as discounted rates, last-minute specials, package deals, or complimentary amenities like breakfast or spa services. Use persuasive language to create appeal and a sense of urgency that encourages immediate bookings.
• Utilize promotion assets: Add promotion assets to your ads to showcase your special deals directly in Google search results. This will increase the visibility of your offers and attract more clicks from potential guests.

Check out this outline from Google Ads Help about promotion assets, including how they show, when to use and how to create promotion assets for your Google campaigns.

3. Optimize Your Ads With Audience Targeting and Remarketing

Audience targeting and remarketing are powerful tools that, if done well, help ensure your ads reach the right people at the right time, maximizing your advertising budget’s efficiency.

• Identify your target audience: Use Google Ads’ audience targeting features to identify and reach potential guests who have shown interest in your location or similar destinations. This can include users who have previously visited your website, searched for related keywords, or interacted with similar businesses.
• Set up remarketing campaigns: Implement remarketing campaigns to re-engage users who have previously visited your website but have yet to make a booking. Tailor your ads to remind them of the benefits of staying at your hotel or resort and offer exclusive discounts to encourage them to return and complete their booking.

This comprehensive 2024 guide to remarketing in Google Ads describes how Google Ads’ remarketing works in more detail.

By implementing these top three Google Search Ads tips, small hotels and resorts can effectively increase bookings during the slow season and maintain steady bookings throughout the year.

Do You Have Questions?

Do you operate a hotel or other hospitality and tourism-related business and have questions about boosting bookings and where to focus your marketing resources? Or do you have questions about Google Ads and how to optimize what you’re already doing? We’d love to hear from you. Contact us online today or click here to schedule a call with us.

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