#OverIt: Why hashtags aren’t what they used to be

We’ve all seen those social media posts crammed with every hashtag under the sun, desperately trying to get noticed. But do hashtags actually work anymore? 

Once a staple of social media strategy, hashtags have lost much of their former power. Instagram no longer allows users to follow hashtags, TikTok’s algorithm prioritizes user behavior over metadata, and most platforms are moving toward AI-driven content discovery rather than hashtag reliance. 

So what’s actually moving the needle now?

What matters more than hashtags in 2025?

• Strong hooks: If your content doesn’t grab attention immediately, no hashtag will save it.
• Engagement-driven content: Comments, shares, and saves hold more weight than a trending hashtag.
• Algorithmic recommendations: Social platforms now surface content based on user preferences and interactions, not just hashtag metadata.

How to use hashtags in 2025

While hashtags can still serve a purpose, overusing them can make your social media posts look cluttered and unprofessional.

• Messy captions: A wall of hashtags can overwhelm your message and distract from the actual content.
• Spammy appearance: Excessive or irrelevant hashtags can make your brand seem desperate for attention rather than engaging organically.
• Diminishing returns: Algorithms now prioritize valuable content over metadata, so stuffing posts with hashtags will not necessarily improve reach.

Should you ditch hashtags completely?

Not necessarily. While hashtags no longer guarantee reach, they still serve a purpose in niche targeting and paid media. Here’s how to use hashtags effectively:

• Be strategic: Use niche, relevant hashtags to connect with specific communities rather than broad, generic ones.
• Campaign-specific tags: Create unique hashtags for paid campaigns to track engagement and build a community.
• Platform-specific approach: Adapt your strategy based on where you are posting. LinkedIn still benefits from hashtags, while Instagram relies more on SEO-friendly captions.
• Quality over quantity: Stuffing posts with hashtags can look spammy. Stick to three to five well-chosen ones.

The future of social discovery

With AI-driven recommendations and keyword-focused searches, hashtags have shifted from being essential to optional. Instead of relying on them, focus on creating valuable, engaging content that naturally attracts attention.

Bottom line? In 2025, hashtags are no longer the key to social media success. They are just one small piece of the puzzle. Prioritize compelling content, audience engagement, and smart keyword usage to stay ahead.

Need a refreshed social media strategy? Let’s talk. Contact GCommerce Solutions today.

Summer travel trends 2025: Road trips, family time, and why closer is better

This summer, travelers are skipping the airport hustle and hitting the road instead. And honestly, we get it. With flexibility, affordability, and the freedom to explore on your own schedule, road trips are making a serious comeback in 2025. Hotels and resorts have a big opportunity to lean into this trend.

Discover how your property can leverage these 2025 summer travel trends.

Road trips are having a moment

Air travel is not going anywhere, but it is not winning any popularity contests either. Between high prices and unpredictable delays, more people are choosing to drive. Families are especially planning relaxed, personal trips where the journey is just as meaningful as the destination.

Local travel is the new luxury

Travelers are realizing they do not need to go far to feel refreshed. No-passport vacations are trending, and guests are exploring nearby towns, mountain hideaways, and unexpected gems just a short drive away. Staycations are trending, too, as travelers look for ways to recharge close to home. For hotels, that means putting extra focus on your drive market audience.

This is the season to launch campaigns that speak directly to locals and nearby guests. Think messaging like your next stay is closer than you think, or plan a getaway without going far. These are the kinds of ideas that make spontaneous bookings feel easy and attainable.

It is all about family vibes

Summer break is prime time for multigenerational travel. With kids out of school and everyone craving more quality time, families are choosing slower trips where they can really reconnect. Think campfires, ice cream, and long conversations under the stars. Those small but unforgettable moments matter.

How hotels can tap into the trends

Refresh your look for summer
Give your website and social platforms a summer glow-up. Highlight poolside scenes, shady patios, and anything that feels bright, breezy, and inviting.

Speak to the drive market
Use regional targeting in ads and email. Highlight ease of access, last-minute booking perks, and pet-friendly stays. Make it easy for nearby guests to say yes to a quick trip.

Seasonal menus matter
Light, refreshing options like smoothies, chilled drinks, and fresh local bites go a long way in helping guests feel cared for on a warm day.

Lean into nostalgia
Road trips bring out the sentimental side in all of us. Craft campaigns around memory-making, spontaneous detours, and the joy of unplugging together.

The bottom line

In 2025, guests are not just looking for a place to stay. They are looking for moments that feel meaningful and easy to reach. Hotels that create space for connection and comfort, and that speak to the power of a local adventure, will be right where travelers want to be. 

Need a refreshed social media strategy? Let’s talk. Contact GCommerce Solutions today.

Google hotel ads’ sunsets commission-based bidding, now what?

On February 20th, Google officially sunset its commission-based bidding strategy for Google Hotel Ads, leaving properties across the globe faced with the difficult decision of whether or not to fund their own Google Hotel Ads program or go dark and let the OTAs gobble up revenue share. What if there were a better option?

Our team dives into what hoteliers can do now that this bidding model is no longer available. Learn what this means for your property below. 

Shift from commission-based to PPC models

Previously, Google Hotel Ads operated on a commission-based framework, allowing hotels to pay a percentage of bookings generated through the platform. This model was advantageous for independent hotels with limited marketing budgets, as costs were directly tied to actual bookings.

However, Google's move to a PPC model means hotels running these campaigns via Google now incur costs based on ad clicks, regardless of whether these clicks convert into bookings. This shift necessitates a more strategic approach to bidding and budget management, as ineffective campaigns can lead to increased expenses without guaranteed returns.

What to do if your property lost its commission-based hotel ads model

If your hotel recently lost the ability to utilize a pay-per-stay commission-based hotel ads campaign model, there are still options you can consider. 

Option 1. Shift to budget and CPC based hotel ad campaign management

One option is shifting towards a media spend and cost-per-click campaign strategy. With this option, hoteliers are now left to fund and their campaign media budgets and shift to a cost-per-click bid strategy. This shift demands a more sophisticated and data-driven approach to ensure marketing spend translates into actual bookings. Compared to commission-based hotel ads campaign models, this option translates into more risk of spending on clicks that don’t convert if not managed properly.

Option 2: Continue to run a pay-per-stay commission model

Despite Google’s policy change, there is still an option for independent hotels looking for a hotel ads commission-based model approach. Metadesk still offers a pay-per-stay commission model, which means hotels can avoid the risks associated with PPC spending. Metadesk takes care of all the startup costs, media spend, and campaign management, ensuring that hoteliers only pay a variable commission based on actualized revenue.

For those looking for a more cost-effective solution, Metadesk’s pay-per-stay model – Metadesk Pro – offers a smart alternative that aligns marketing expenses directly with bookings.

Google's shift to a PPC model in hotel advertising presents both challenges and opportunities. Independent hotels must proactively adjust their marketing strategies to effectively navigate this new landscape. 

Hoteliers can mitigate risks by adopting targeted bidding strategies, diversifying distribution channels, and enhancing direct booking capabilities and continue to thrive in an increasingly competitive environment. Solutions like Metadesk Pro provide a viable alternative for those seeking a commission-based approach, keeping marketing costs aligned with revenue.

The good news – A CPA model is still available

Regardless of which option you choose moving forward, Metadesk can help. Ready to take action on a commission-based or pay-per-stay model? Contact the hotel metasearch management experts.

How to respond to Google reviews

Responding to Google reviews is a critical part of any effective strategy for Local Search Engine Optimization (Local SEO). The way you respond to reviews can impact your hotel’s visibility, affect your credibility among potential guests, and even influence bookings. Here are a few tips for responding to Google reviews to ensure that your Local SEO is as effective as possible.

Respond to all reviews, both positive and negative

This shows that your hotel is engaged with your guests and takes feedback seriously. This can also improve brand loyalty, as it allows guests to form a more personal connection with your hotel.

On Google Business Profile, hotel listings with a high percentage of review responses are also more likely to be shown in search results.

If your hotel does not have the time to reply to reviews, companies such as our partner Widewail can assist with the workload by responding on your hotel’s behalf.

Respond within 2 weeks of the review being posted

1 week is even better, and within a few days is best. If your hotel can keep this pace consistently, it shows potential guests that you put effort and thought into every aspect of the guest experience.

Timely replies to reviews can also have a positive effect on Google Business Profile visibility.

For negative reviews, make sure to include a potential solution

Even if you contact a guest privately about a negative review, it is a good idea to mention this in your public reply as well. For example, you can respond with “Hello Guest Name, we will be reaching out about your experience.” This shows potential future guests that you care about the guest experience, and reduces the perceived risk of staying at your hotel for the first time.

Do not try to remove negative reviews

If a review counts as spam or otherwise breaks platform guidelines, it’s a good idea to remove it. However, leaving genuine negative reviews on your Google Business Profile provides a more accurate representation of your hotel, and creates trust with potential guests who may be suspicious of an overly positive response.

Leaving negative reviews visible also gives your hotel a chance to flex your problem-solving and customer service skills, with thoughtfully crafted replies.

Remove illegitimate positive reviews

If a positive review counts as spam or otherwise breaks platform guidelines, you should try to remove it. This creates a more accurate representation of your hotel, and creates trust with potential guests who may be suspicious of spammy positive reviews.

Listen to your guests

If a particular theme continues to reappear in negative reviews, take this feedback seriously and consider addressing the root of the problem. This will improve the guest experience, leading to more repeat guests and fewer negative reviews in the future. 

In summary

Responding to Google reviews can improve both your hotel’s visibility and your relationship with guests. If you respond to reviews with honesty and maintain an authentic presence on your Google Business Profile, this will positively impact your hotel in both the present and future. 

If you want to learn more about responding to Google reviews or improving your Local SEO strategy, don’t hesitate to reach out.

Leverage first, second & third party data for your property's success

Data is a pivotal point in digital marketing. It's the driving force behind tailoring campaigns, honing targeting precision, and ultimately achieving results. For a digital marketing agency like ours specializing in luxury hotels and resorts, data holds the key to success.

Among the various data types, three stand out: first, second, and third-party data. In this blog post, we'll explore these data categories and their significance in your property's marketing strategy.

What is first-party data?

At the core of your digital marketing strategy lies first-party data. It comprises information collected directly from your customers or website visitors. As a digital marketing agency serving luxury hotels and resorts, your first-party data may encompass guest details, booking history, and website interactions.

Key attributes of first-party data

1. Ownership: As the owner of this data, you have complete control over how it is collected, stored, and used. This autonomy makes first-party data an invaluable resource for creating highly personalized marketing strategies.
2. Accuracy: First-party data is collected directly from your customers and website visitors, ensuring its reliability and accuracy. This dependable information helps you make informed decisions and refine your marketing efforts.
3. Customization: With detailed insights into individual customer behaviors and preferences, you can create tailored marketing campaigns that resonate with your audience. This level of customization enhances customer engagement and drives better results.

Ways to capture first-party data 

1. Website analytics: Owning and accessing your hotel website is crucial for capturing first-party data. It allows you to gather insights directly from user interactions, such as page views, click-through rates, conversion rates, and more. Understanding visitor behavior and preferences helps in refining marketing strategies and improving user experience.
2. Metasearch channels: Optimizing metasearch channels not only boost direct bookings but also provides an opportunity to capture valuable first-party data. By encouraging users to book directly through your website or a branded booking engine, you can collect data such as booking preferences, stay durations, and guest demographics. This data is essential for personalized marketing campaigns and enhancing guest satisfaction. Learn more about this and our metasearch management tool, here. 

What is second-party data?

Second-party data, on the other hand, is essentially someone else's first-party data that you access through partnerships or data exchanges. In your line of work, this could mean collaborating with businesses that complement your services and sharing data for mutual gain, such as partnering with airlines to target travelers seeking luxury accommodations.

Key characteristics of second-party data

1. Relevance: Second-party data helps you reach a broader yet still relevant audience, extending your marketing efforts beyond your existing customer base.
2. Trust: Second-party data acquired through trusted partnerships ensures a higher level of confidence in its quality and reliability.
3. Extended reach: This data allows you to connect with potential guests who may not have previously engaged with your brand, expanding your market reach and potential customer base.

Ways to capture second-party data 

1. Partnerships with complementary brands: Collaborate with brands that offer complementary products or services. For instance, a hotel might partner with a travel agency, tour operator, or local attraction. Through these partnerships, you can exchange data about customers who have shown interest in travel or related activities, providing valuable insights to both parties.
2. Data-sharing agreements: Establish data-sharing agreements with trusted partners within the hospitality industry. For example, collaborating with other hotels within a chain or group allows for the exchange of guest data. This can include information about guest preferences, booking behaviors, and stay patterns, helping you better understand and target your ideal customer profile.

What is third-party data?

Then there's 3rd-party data, collected and aggregated by data providers unrelated to your business. This data can be acquired to enhance your understanding of your audience. For your luxury hotel and resort clients, it might include broader demographic information, interests, and online behaviors.

Key features of third-party data

1. Scale: Third-party data offers access to an extensive pool of information, enabling you to target a much larger audience than first- or second-party data alone.
2. Efficiency: Leveraging third-party data saves significant time and effort in data collection, allowing you to focus on campaign execution. However, it’s crucial to carefully scrutinize this data for accuracy and relevance.
3. Segmentation: This data allows for the creation of highly targeted campaigns by providing insights into general interests and behaviors of potential guests. With effective segmentation, you can tailor your marketing efforts to resonate with specific audience segments.

Ways to capture third-party data 

1. Data providers and marketplaces: Partner with reputable data providers or purchase data from online marketplaces that specialize in third-party data. These sources offer comprehensive datasets that include demographic information, online behaviors, and purchasing patterns. Ensure you choose providers with a proven track record of accuracy and compliance with data privacy regulations.
2. Advertising platforms and analytics tools: Utilize advertising platforms like Google Ads, Facebook Ads, or other digital advertising networks that offer third-party data integration. These platforms often provide detailed audience insights and segmentation options based on third-party data, helping you target potential guests more effectively. Additionally, analytics tools can aggregate third-party data to enhance your understanding of market trends and consumer behaviors.

In summary, first, second, and third-party data each play a distinct role in your hotel’s digital marketing strategy. 

• First-party data offers profound insights into your existing customers, paving the way for personalized marketing.

• Second-party data widens your horizons through strategic partnerships with complementary businesses.

• Third-party data broadens your audience but may require extra scrutiny for precision and relevance.

To thrive in promoting luxury hotels and resorts, you should harness all three data types. However, always place first-party data at the forefront of your strategy for personalized and highly effective marketing campaigns. Furthermore, consider partnerships and thoughtfully curated third-party data to extend your reach and deepen your understanding of potential guests. Striking the right balance between these data categories will keep you ahead in the digital marketing game within the luxury hospitality sector.

Want to make the most of gathering your first-party data? Let the experts at GCommerce Solutions enhance your data strategy.