In the COVID-19 pandemic era, the tourism and hospitality sector faced a severe downturn; however, the post-pandemic landscape presents a markedly different scenario. As highlighted in a recent official report by the Ministry of Tourism, Government of India, the Indian tourism sector recorded a notable growth rate of approximately 10–12% by the end of 2024. This resurgence is not limited to India alone; it echoes globally. According to the United Nations World Tourism Organisation, international tourist arrivals nearly returned to pre-pandemic levels in 2024, with projections indicating continued growth of 3–5% in 2025, showcasing the sector’s strong global recovery.
While significant growth has been reported in this sector, the role of online booking tools has evolved notably. Bringing with it new-age marketing challenges for hotel owners striving to enhance their online sales. One vital concern remains: Which is more effective in generating hotel bookings, Google Ads or Social Media Ads?
With growing pressure to reduce dependence on OTAs [Online Travel Agencies] and their commissions, hotels must allocate their ad budgets wisely. In this blog, we will explore how each platform operates and performs, where they excel, and who is the better value provider.
Google Ads: The Power of High Intent and Direct Conversions
Typically, Google users have a specific goal, whether it’s looking up a hotel in a particular location, checking its pricing, or making a reservation. This is exactly the reason why Google Ads (in particular Google Hotel Ads) works so well in capturing users at the decision-making level.
Key Advantages:
- High Booking Intent: Users searching on Google are often ready to book. For example, “luxury hotel in Kolkata” indicates strong booking intent.
- Direct Booking Linkage: Google Hotel Ads displays your hotel rates across various platforms, including OTAs and your official website (If available), allowing guests to book directly with you.
- Strong ROAS: Hotels often report returns of 7x to 14x on Google Ads campaigns.
With precise targeting options, location extensions, and ad formats tailored for mobile users, Google Ads remains a top-performing channel for revenue-driven hotel campaigns.
“Since introducing Travel Feeds in Search Ads to a small set of hotel advertisers last year, we’ve seen up to a 20% increase in click-through rates when advertisers participate in our full range of formats.” – Melany Kwak [Group Product Manager, Travel Ads]
As a leading PPC agency in Kolkata, Avira Digital Studios works with travel agencies and large hotels alike to optimise their Google Ads strategy, ensuring ad spend is aligned with high-intent traffic that converts.
Social Media Advertising: Building Brand Recall and Guest Loyalty
Although Social Media Advertising may not lead to direct bookings right away, it unquestionably affects the customer journey. Social media platforms such as Facebook and Instagram have a significant impact on brand narrative and guest engagements and can alter travel plans long before the travel date.
Why Social Media Ads Matter:
- Discovery and Visual Appeal: Eye-catching photos, videos, and stories showcase your hotel’s ambiance, amenities, and guest experiences.
- Targeted Audience Segmentation: With Facebook Advertising, hotels can create detailed personas and target users based on interests, travel behaviour, demographics, and custom lookalike audiences.
- Retargeting Capabilities: Social platforms allow you to stay connected with users who visited your website or engaged with your content but didn’t book, keeping your hotel top-of-mind.
According to travel industry studies, over 50% of travellers use social media for inspiration during trip planning. A strong presence on these platforms can subtly guide them to your website when they’re ready to book.
At Avira Digital Studios, we create top-to-bottom social media marketing funnels for hotels — from awareness to remarketing. Incorporating tailored imagery, keyword-driven copy, and precise advertising to foster enduring brand recognition.
Which Platform Drives More Direct Reservations?
If we’re measuring based strictly on conversions and short-term ROI, Google Ads comes out ahead. They target users already in the booking phase, making them ideal for immediate direct reservations.
But it would be short-sighted to discount the value of social media. The customer journey is rarely linear; a potential guest may first discover your hotel through an Instagram reel, follow you for weeks, and then search for your hotel on Google to book. Both platforms contribute to the final result.
In summary:
| Platform | Strength | Role in Booking Funnel |
| Google Ads | High-intent conversions | Final conversion stage |
| Facebook/Instagram Ads | Brand awareness, retargeting | Discovery & decision-making |
The Optimal Strategy: A Unified Approach
The most effective hotel marketing strategies don’t rely on a single channel; they blend the strengths of both. Here’s how:
- Social Media Ads: Inspire travel decisions and nurture long-term relationships. Use retargeting advertising to recover abandoned bookings.
- Google Ads: Capture users ready to book. Bid on high-intent keywords and optimise for mobile.
For example:
- A traveller sees a Facebook ad showcasing your property’s spa.
- They browse your site but don’t book.
- Days later, they search for hotels in your city.
- Your Google Ad appears, and they book directly.
This type of cross-channel synergy ensures your hotel is visible throughout the traveller’s decision-making process.
Final Thoughts: Choose Smarter, Not Singular
Both social media advertising and Google Ads have specific, occasionally complementary uses in the hotel industry. With the right audience, ad copy, and conversion monitoring in mind, both platforms can be used successfully if your company wants to increase direct reservations while decreasing its dependency on OTAs.
And you don’t need to do it alone.
As an experienced PPC agency in Kolkata, Avira Digital Studios helps hotels develop and execute integrated ad strategies that increase direct revenue, reduce dependency on third-party platforms, and elevate brand presence across digital channels.
Want to maximise your ad spend and drive more direct reservations for your hotel?
Let’s talk. Contact Avira Digital Studios today to get started with a strategy tailored to your business.