Get ahead of the competition with data-driven insights and proven strategies for Black Friday and Cyber Monday 2025. Whether you're a seasoned marketer or just getting started, this session will equip you with what you need to win big.
What we’ll cover:
🕵️ Black Friday & Cyber Monday 2024 recap Get the inside scoop on what performed best last year—and what fell short. Use real data and campaign insights to guide your strategy for 2025.
📈 Proven strategies for 2025 success We’ll break down the must-have tactics for this year’s Cyber Week: from campaign timing and creative to offer structure and budget tips that convert.
🚀 Expert-backed tactics you haven’t tried yet Hear directly from digital marketing pros who’ve helped hotels and resorts crush their Cyber Week goals. Expect actionable, insider advice.
🔄 Winning with an omnichannel approach Explore how to align your paid media, organic content, email, and metasearch efforts for a seamless and high-performing Cyber campaign.
As conversations around AI in hotel marketing grow louder, so do questions about how it’s been leveraged to enhance campaigns and performance.
One question that’s been brought up frequently is: “How are we powering Google Ads campaigns with AI?”
The truth is: we’ve been leveraging AI for years in Google Ads campaigns through bid strategies, audience targeting, campaign types, and a lot of other Google ad settings—The emergence of generative AI platforms like ChatGPT, Perplexity and Google’s own AI Mode continue to change how AI is perceived as well as where it is showcased. There’s nothing wrong with how AI is viewed today, thanks to tools like ChatGPT and Gemini—it’s just applied a bit differently within Google Ads.
Google Ads has been integrating AI and machine learning into campaign strategies long before AI became a buzzword. And with growing interest and evolving tools, it’s more important than ever to understand how this technology works in practice.
In this article, we’ll break down:
What “AI” means in Google Ads
What AI components are used in Google Ads to build or optimize campaigns
What’s on the horizon for Google Ads and AI
At GCommerce, we use AI tools with purpose, leveraging automation where it makes sense, while keeping strategic control in our expert, human hands.
Here’s how it all comes together.
What “AI” means in Google Ads
Before diving in, let’s define AI in the context of paid search.
No, we’re not handing over full control to a “robot” that runs your campaigns end-to-end (though Google does offer options that lean heavily on automation). In practice, AI in Google Ads typically refers to machine learning models running behind the scenes to:
Predict outcomes, like the likelihood of a conversion
Optimize ad delivery across channels
Adjust bids in real time
Assemble the best-performing creative combinations
If you’re using certain features—like Smart Bidding, broad match, or Performance Max you’re already tapping into AI. But the key isn’t just using AI. It’s using it strategically. These tools work best when paired with the right inputs and oversight so you’re getting smarter performance, not just automation for automation’s sake.
What AI components are used to build & optimize campaigns
AI-powered search campaign types & features we deploy
Several tools and campaign types can strategically be used on Google’s machine learning. Here are some examples where AI is already at work in Google campaigns:
Performance Max uses AI to target users across Search, Display, YouTube, Gmail, and Discover. You provide the audience signals, keywords, and other data input, and Performance Max takes that data and uses it through machine learning to optimize and target towards the most relevant audiences based on what you’ve provided. Performance Max also allows for you to opt in with automated video asset creations. This works optimally with the best image assets. To learn more about Pmax, view our Pmax best practices guide here.
Responsive Search Ads (RSAs): Google’s AI & machine learning dynamically tests and serves combinations of up to 15 headlines and four descriptions that you provide. Google then takes those and makes an exponential number of combinations, serving up variations of ads based on what Google thinks will match best for your users.
Smart bidding strategies: Algorithms determine the optimal bid for each auction. Strategies like Max Clicks, Maximize Conversions, or Target ROAS use real-time data to automatically adjust bids based on user signals. Common bid strategies include:
Target CPA. Optimizes campaigns at a target cost per acquisition.
Target ROAS. Optimizes campaigns at a target return on ad spend.
Maximize Conversions. Optimizes campaigns for producing the most amount of conversions
Maximize Conversion Value. Optimizes campaigns for producing the most amount of revenue or conversion value.
If you’re familiar with these tools, then you’ve likely been using AI all along—just with less fanfare.
What control do we have over these AI-paid search campaign types & features?
AI in Google Ads isn’t “set-it-and-forget-it.” While automation handles the heavy lifting, we control the inputs that train and guide it:
AI System
What Google controls
What we control
Performance Max
Ad placement, creative combinations, targeting
Creative assets, audience signals, goals
RSAs
Ad rotation & matching
Headlines, descriptions, images, CTAs
Smart Bidding
Bid adjustments per auction
Strategy selection, goal setting, exclusions
Audience Targeting
Predictive modeling
Audience lists, exclusions, remarketing inputs
AI works best when it’s fed the right information. That’s where we come in, structuring, optimizing, and guiding campaigns to ensure AI works in your favor.
Other AI-enhanced tools we leverage for Paid Search:
Automatically Created Assets (ACA): Google’s AI can generate headlines and descriptions (optional; we often override with brand voice).
AI-powered recommendations: Google’s interface uses AI to suggest optimizations. We selectively apply them when they make sense.
Conversational AI (beta features): Tools that let us generate ads from landing page content or business descriptions, such as Dynamic Search Ads (DSAs).
What’s on the horizon for Google Ads and AI
As we look ahead, AI is going to play a bigger role in how ads show up in search results, especially with the rollout of Google’s new AI-powered search experience, often referred to as “AI Overviews” or “AI Mode.”
Google is planning on testing ads in AI Mode
Google has confirmed it’s pitching the idea of displaying ads within AI-generated search results. Instead of just showing traditional search ads as a list of blue links, Google is experimenting with blending ads directly into AI Mode-generated responses.
Google is getting ready to roll out AI Mode ads widely (before Q4): AI-curated search results with ads woven into the experience.
What will ads in Google AI Mode look like?
From what we’ve seen and heard so far, this is what ads in AI mode will look like:
Ads will still be text-based, much like current search ads. The format is likely to remain simple for now—more like standard ads than conversational answers. Here is a visual that Google has provided (image credit to theverge.com):
What about advertiser control for how ads appear in AI Mode?
At this stage, there’s still a lot we don’t know:
It’s unclear how much control advertisers will have over how or where their ads appear in AI answers.
Google has not yet shared whether we’ll have visibility into performance, specifically within AI results.
We’ll be watching this closely to understand where optimization and strategy can still play a role.
What do we know so far?
To be eligible for these new ad placements, advertisers must already be using one or more of these tools, which include:
Broad Match Keywords (on Search campaigns)
AI Max for Search (currently in beta)
Performance Max
In short, the more AI-driven your campaigns are now, the more likely your ads will be eligible to appear in Google’s AI Mode and search experiences as it continues to roll out.
Staying ahead of what’s next for AI in Paid Search
While much of this is still evolving, one thing is clear: Google is reshaping how search results and ads work together—and AI is at the center of it. At GCommerce, we’ll continue to test, adapt, and share what we learn to make sure your hotel campaigns stay ahead of the curve.
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[Webinar recording] Breaking the ROAS trap: premium hotel market share with smarter marketing
In the rapidly evolving landscape of hotel digital marketing, Connected TV (CTV) advertising has emerged as a powerful tool for hotels aiming to enhance their brand visibility and attract discerning travelers. By leveraging CTV ads, hotels can deliver personalized, engaging content directly to potential guests through internet-connected television devices–think about the ads you see while streaming Hulu or other ad-powered streaming platforms.
So - what are some of the benefits of using CTV ads for hotels, and how do you know if it’s right for your brand? Let’s get into it.
What is Connected TV (CTV) advertising for hotels?
To start with the basics, Connected TV simply refers to television sets that are connected to the internet, enabling viewers to stream content via applications on smart TVs, gaming consoles, or external devices like Roku, Amazon Fire TV, and Apple TV. Unlike traditional linear TV, where content is broadcast according to a set schedule, CTV allows users to access on-demand content at their convenience. This shift in viewing habits has opened new avenues for advertisers to reach audiences in a more targeted and interactive manner than ever before.
Benefits of CTV advertising for hotels
Running CTV ads programmatically will require the use of a Demand-Side Platform, or DSP for short. DSPs are software systems that allow advertisers to buy and manage automated digital ad inventory across multiple exchanges through real-time bidding. While there are many DSPs out there that specialize in CTV, we partner with Google Marketing Platform to run CTV ads through Display & Video 360. With this outlet, we are able to offer a variety of benefits for hoteliers when it comes to running CTV ads through the vast available inventory options.
1. Precise audience targeting
CTV advertising enables hotels to utilize advanced data analytics to target specific demographics, interests, and behaviors. This precision ensures that marketing messages reach potential guests who are most likely to be interested in the hotel's offerings, thereby increasing the efficiency of advertising spending. For instance, we can tailor your ads towards inventory more specific to your brand, whether it be on specific streaming channels or utilizing specific household incomes and buying behaviors. Hotels using specific travel-intent data through Adara or leveraging their comp set’s data with Azira will also enjoy additional targeting layers to hit even more precise and qualified audiences.
2. Enhanced engagement through visual storytelling
CTV advertising provides a dynamic platform for hotels to weave compelling narratives and showcase their unique offerings through captivating visuals that resonate with viewers on a visceral level. It’s important to note that your visual assets are designed with commercial aspects in mind; think professionally shot and edited. By immersing guests in a visual journey, hotels can evoke emotions, stir desires, and inspire travelers to explore more on their adventures.
3. Integration with your hotel’s digital marketing strategies
CTV advertising can be seamlessly integrated with your hotel's broader digital marketing efforts, creating a cohesive brand presence. For example, viewers who see a CTV hotel ad can be retargeted with related content through programmatic display banner ads, reinforcing the message and guiding potential guests through the booking funnel.
4. Access to premium TV content platforms
Recent CTV technology advancements have expanded opportunities for hotels to advertise on premium TV streaming content platforms. For instance, integrations with services like Netflix allow marketers to reach highly engaged audiences within a premium streaming environment. This access enhances the credibility and appeal of your hotel's advertising efforts.
What are the latest advancements in CTV advertising for hotels?
Recently, Google Marketing Platform (GMP) has introduced several innovations that enhance CTV advertising capabilities for hotels:
CM360 + Netflix Ads integration: This integration streamlines ad serving and reporting, enabling marketers to reach Netflix's extensive subscriber base with contextual ads that align with viewer preferences.
Cross-media reach reporting: Campaign Manager 360 now offers reports that provide a unified view of reach across digital video and linear TV campaigns. This feature helps us better understand audience overlap and optimize our media strategies accordingly.
DV360 + Disney live sports and entertainment: Display & Video 360's certification with Disney allows for real-time bidding on live sports inventory, offering access to highly engaged audiences during major events.
Is Connected TV advertising right for your hotel?
While CTV is an incredibly beneficial tool for building brand engagement and awareness, it might not be right for all hotels. First and foremost, you must have the right creative assets. You’ll need professionally edited videos that are 15-30 seconds in length (think TV commercials). For many, this cost alone can be a barrier to entry.
Another thing to consider is the overall cost to run CTV advertising media. CTV ad types are much more expensive than regular display advertising, with CPMs averaging anywhere from $25-35. For this reason, GCommerce requires a $5K per month per campaign minimum to run CTV ads, but strongly recommends at least $10K per month to increase visibility and open the door to more targeting options and A/B test opportunities.
However, if your hotel has the opportunity to fund this initiative, the payoff is worth it. CTV is an ideal outlet for those looking to expand their brand into new markets and directly into the homes of prospective guests. It’s an incredibly powerful brand awareness tool and offers an easy entrance into a previously unattainable linear TV ad inventory type. On average, clients see a 98-99% video completion rate, with one current client seeing nearly 1 million users watch their video in full during a 90-day period.
Moving forward with CTV hotel ads
As the hospitality industry becomes increasingly competitive, hotels must adopt innovative marketing strategies to stand out. By leveraging the latest advancements in CTV technology and integrating these efforts with broader digital marketing initiatives, hotels can create compelling campaigns that resonate with modern travelers and drive bookings. Connect with the experts at GCommerce to get started today.
Top 10 hotel marketing companies driving direct bookings in 2025
Independent hotels, resorts, and management groups that rely too heavily on online travel agencies (OTAs) often see shrinking profit margins. With OTA commissions averaging 16%, every booking made through a third-party platform cuts directly into profitability. The right hospitality marketing agency helps reduce OTA dependence and strengthen direct booking strategies.
This guide highlights the top hotel marketing companies of 2025, each specializing in strategies designed to improve occupancy, ADR, RevPAR, and overall revenue performance. Whether you manage a boutique property or a multi-property portfolio, these companies provide solutions that maximize direct booking revenue and long-term profitability.
The top 10 hotel marketing companies
1. Preferred Hotels and Resorts – Global reach with direct booking support Preferred Hotels and Resorts offers independent hotels the strength of a global brand paired with direct booking strategies.
As both a marketing partner and a distribution platform, offerings that increase visibility and revenue include:
The I Prefer Hotel Rewards program
Global partnerships
Brand marketing resources
2. Historic Hotels of America – Storytelling for landmark properties Historic Hotels of America specializes in marketing for heritage and cultural properties. By highlighting authenticity and history-driven travel experiences, they help properties connect with culture-focused travelers and capture more direct bookings through their global collection.
3. GCommerce – Hospitality data platform powering hotel marketing GCommerce is a pioneering digital marketing agency for hotels and resorts, shaping how properties connect with travelers and setting the standard as a thought leader in hospitality marketing. We deliver measurable results through services including:
Paid search
Hotel metasearch and Google Hotel Ads
Social Media advertising on Facebook, Instagram, and more
Display advertising
SEO and AI SEO
Award-winning web design
Our proprietary Metadesk platform enhances metasearch performance with automation and insights, and they are evolving into a hospitality intelligence company that integrates media, technology, and data to drive deeper revenue growth for hotels and resorts.
4. Metadesk – Specialists in hotel metasearch marketing Metadesk focuses on hotel metasearch advertising. Our ROI-driven campaigns help properties capture more direct bookings through Google Hotel Ads, TripAdvisor, and Trivago. Metadesk gives properties a competitive advantage in metasearch marketing. Key features and benefits include:
Transparency and performance are at the core of our approach
Easy setup
Ongoing strategy and hotel metasearch optimization
Variable commission and flexible pricing options
Reporting on-demand
5. The Hotels Network – Personalization and conversion optimization The Hotels Network equips properties with website personalization and conversion tools designed to increase direct bookings. Their solutions include:
Predictive analytics
Custom and AI-powered audience and messaging features
Guest journey insights that help hotels and resorts maximize website performance
Voice and website AI-powered chat solutions
6. Azira – Data-driven creativity for hospitality marketing Azira blends valuable mobile device data with performance-focused digital strategies. It’s leading location intelligence platform powers marketing campaigns with advanced targeting solutions. Their audience and media solutions include:
Ability to access the traveler insights you need to target, attract, and serve your visitors with on-demand reporting pulled from Azira’s wealth of mobile-based location visitation data
Strategic selection of audiences curated by the Azira team to reach audiences and demographics that match your property’s target audience and buyer personas
Use of audiences within Facebook, DV360 and TikTok ad accounts
Advanced strategies and testing of audiences within prospecting campaigns across Tiktok, Facebook and Display
7. Revinate – Guest data and CRM solutions Revinate enables hotels and resorts to drive direct bookings with guest data and CRM tools. Their platform powers personalized email marketing, loyalty programs, and reputation management, helping properties build long-term guest relationships. Hotel marketing olutions include:
Reservation sales voice reservation channel
Revinate hotel email marketing and CRM platform
Revinate Ivy guest messaging
Guest feedback for hotel reputation management and surveys
8. Flip.to – Guest advocacy marketing Flip.to helps properties turn travelers into storytellers. By leveraging guest advocacy, properties extend their reach through authentic, word-of-mouth marketing that builds trust and captures direct bookings from new audiences. Hotel marketing solutions include:
9. Inntopia – Centralized reservation and distribution solutions Inntopia integrates marketing, commerce, and guest data into a unified central reservation system. Their tools streamline operations while improving direct booking performance, making them a valuable technology and marketing partner.
10. Curacity – Demand generation through premium content Curacity connects hotels and resorts with premium media opportunities to build awareness and drive direct bookings. By securing placements in trusted publications, they generate demand from highly engaged audiences. Their PR platform offers:
Ability to craft and share your key messaging points
Automated distribution via top publications, including Travel + Leisure, Food and Wine and Conde Nast
Choosing the right hospitality marketing agency
The top hotel marketing companies of 2025 give properties more control over their revenue channels. From data-driven digital strategies to guest advocacy and personalization, these companies help hotels and resorts increase direct bookings, improve profitability, and reduce OTA dependence.
If you are ready to take control of your direct booking strategy, GCommerce delivers the expertise, technology, and data-driven insights to grow long-term performance. Connect with our team today to start building a stronger direct booking channel for your property.
Key takeaways from Google I/O 2025 for hotel marketers
It was a busy week for Google. Along with Google Marketing Live on Wednesday, Google I/O took place this week, and between the two, they announced an incredible list of updates (100+ between the two events!). While Google Marketing Live centered around product updates associated with its ad campaigns and platforms, Google I/O focused on updates more applicable to organic search marketing.
It’s such an incredible moment in history for organic search. Generative AI platforms are pushing change across the industry, and it has big implications for hotel organic search marketing. Here are our top takeaways for hotels from Google’s I/O 2025.
AI Mode rolling out to everyone in the US
As of May 20th, 2025, Google announced that its AI Mode search experience is rolling out to everyone in the US. It was previously just available to those who opted in via Search Labs. Our team has been deep in testing mode with this new search experience and will be releasing a study soon. Unfortunately, it has been discovered that there is currently no referral tracking in analytics from AI Mode, and this traffic is being tracked as direct traffic. This means AI Mode traffic is currently untrackable. Google recently announced that AI Mode reporting will be coming to Search Console, although we still don’t know how it will show. As usage of this search experience increases, it will most likely mean a continued decline in organic search traffic to hotel websites. We’re having to let go of even more data as it’s taken away from us and lean into AI, as well as a deeper understanding, to ensure our ads are visible where our audience spends their time. Also noteworthy is that Google announced ads are coming to AI Mode and AI overviews during Google Marketing Live.
Agentic capabilities in AI Mode
Google announced it’s bringing agentic capabilities to AI Mode, starting with the ability to let the agent search out, compare shop between sites, and present site options to book your event ticket. How? They are partnering with top ticket broker sites like StubHub to provide a seamless experience. They are starting with event tickets but plan to roll this out to restaurant reservations and local appointments. It’s only a matter of time before it hits the hotel industry. History shows that Google leans into partnerships with top industry companies that can support the tech. Alexa partnered with Kayak early on for voice search. Recently, Selfbook and Perplexity announced a partnership to enable booking directly on the platform - it’s available for hotels using the Selfbook booking engine. This gave us hope for independent hotels and the battle for direct bookings. We can only hope that other booking engine providers will lead this charge. Chances are, sites like Kayak or OTAs will step up to be the first.
Pushing boundaries of Google Search with Google Lens
Google Lens now offers live search capabilities. Examples shown? Being mid-project and need guidance on what the next steps should be in the process. Google returns multi-modal results from video, forms, blogs, and more. In Google Marketing Live they hinted at how much image-based search shows purchase intent. Hoteliers need to be thinking about expanding content and topical relevance, from enhancing blogs to including video and continuing to produce stunning visual assets. Additionally, focusing on structured markup of all site components will help ensure they are more easily found in Google’s entity mapping.
AI Mode shopping experience
Shopping/ecommerce always tends to be a step ahead with search features. Google announced a new AI-driven shopping experience that allows shoppers to virtually try on clothes, engage with AI to filter and find the best items, and even check out and purchase them using Google Pay. It’s pretty wild that many booking engine providers still don’t accept mobile wallets like Google and Apple Pay. The future is hinting towards a world where AI agents book our hotel rooms for us, but right now it seems like only via platforms that integrate into this type of ecommerce technology space.
AI Mode gets even more personal with results
Google’s algorithm has incorporated AI for years with its RankBrain technology. Coupled with its algorithm, it’s focused on incorporating your search history, location and more into providing personalized results. AI Mode takes this a step further. It allows you to opt in to connect it to other Google apps, like Gmail. Using structured data, it can view your email content and make personalized results using the data. Google’s example, “you can get suggestions for events while you’re in town….based on your flight and hotel confirmations” in your inbox. Mind blown. The breadth of 1st party data that Google will be able to tap into will be monumental in helping you reach an even more targeted audience using AI. We’ve seen the power of leaning into Meta (Facebook/Instagram)’s AI audiences over the years, now it looks like Google is stepping up the game to provide even more relevant, personalized, and qualified results for each user.
These are just a handful of takeaways from an incredibly packed Google I/O 2025. They also announced a huge roll out of product features from some mind-bending AI video and image capabilities, Google Meet live translation (English/Spanish only to start), and so much more. You can check out the full keynote recordings here. It’s truly an exciting time for the world of digital marketing. It’s rapidly changing and we’re excited to explore the new frontier for digital marketing for hotels.
