[E-book] Your complete 10-step guide to 2026 marketing & budget success

As 2026 approaches, hotel digital marketing is rapidly evolving, driven by AI, economic shifts, and new consumer behaviors. Staying ahead requires strategic planning, smart budgeting, and targeting channels that maximize direct bookings. 💸

This ebook explores key trends and practical tips to help you align your digital investments with your property’s goals. Plan effectively, invest wisely, and set your hotel up for success in 2026. 🚀

Download the ebook now 👇

GCommerce named one of the top marketing agencies by Mediaboom

We’re proud to share that GCommerce has been recognized by Mediaboom as one of the best hotel marketing agencies! 

In their recent roundup, Mediaboom highlights agencies that deliver measurable results for hotels by boosting direct bookings, optimizing digital strategies, and helping properties stand out in an increasingly competitive market.

GCommerce was featured for our expertise in paid search, metasearch, social advertising, display, and web design, as well as our proprietary metasearch tool, Metadesk, which drives stronger performance for our hospitality partners.

Check out the full list and see why GCommerce continues to be a trusted partner for hotels.

View the full article on Mediaboom.

Up your email game this cyber season

As the cyber sale season draws near, hoteliers have a major opportunity to drive bookings and build momentum heading into the new year. Based on last year’s data and emerging trends for 2025, here are our top tips for getting the most out of your cyber season email campaigns. 

Start early and end late

Don’t wait for Black Friday to start promoting your sale! Data from last year shows that starting cyber season efforts on the Friday or Saturday before Thanksgiving and extending sale efforts up to five days after Cyber Monday yields stronger results. 

As more importance is placed on the cyber season, we’re seeing searches for sales on Cyber Monday grow year-over-year. Travel Tuesday is also showing upward growth, so make sure to take advantage of the entire cyber season. 

Pro tip: Start building anticipation in the weeks leading up to the sale with sneak peeks, countdowns, and teaser content. 

Double down on early access and last chance emails

Based on our 2024 campaign data, we found that early access emails had the highest click rates and drove the most revenue amongst our email clients that ran cyber sales. We also noted that last chance emails had the highest open rates. Include messaging like “exclusive” and “just for our subscribers” to encourage purchases on early access emails. In last-chance emails, instill a sense of urgency by using messaging like “limited time” and “this sale won’t last much longer.” 

Our recommendation: Send early access emails 3-5 days before the general sale to reward loyal subscribers and drive early momentum. 

Use smart subject lines

Subject line testing from last season revealed two key insights. First, subject lines that mixed lowercase and all caps performed best. Second, subject lines that did not include the exact offer percentage generated more purchases. Mystery and formatting both matter! 

Try subject line trigger words like:

• Priority Access STARTS NOW
• VIP Perks Expiring SOON
• An Important Update JUST FOR YOU

Optimize send times

According to recent trends, the best times to send emails are mid-week morning, particularly Tuesday through Thursday, between 9-11 AM (local time). These trends suggest users are more likely to engage after they’ve tackled Monday’s chaos, but before mid-week meetings and emails clutter their inboxes. 

Reminder: Always A/B test timing with your specific audience to learn their behaviors and get the best results. 

Use high-impact content

With more users choosing to shop exclusively online, cyber season emails compete for attention. To stand out, keep messaging short and skimmable. Too much content could risk losing attention. Use stunning images or subtle animation to encourage engagement. Include multiple clear call-to-action buttons for more opportunities for conversion. Build urgency through copy like “limited time only,” “only X days left,” or “ending soon”. 

Capitalize on peak email engagement

Between October 15th and December 16th, inbox engagement is at its peak. Opt-in rates are 230% higher than other times of the year, and open rates are 24% higher. Use this window to grow your list and send high-converting content, including offers tied to next year, which perform better than standard deals. 

Some ideas to capitalize on this time period include positioning offers as “2026 Pre-Sale,” “Plan Ahead & Save,” or “Book Now, Travel Later.” 

Include key email types

With inbox competition at an all-time high during the cyber sale season, it’s important to make the most of your email marketing efforts. These email types can benefit your cyber sale campaign flow. 

• Pre-Sale/Early Access Emails to encourage subscribers to take advantage of the sale before the general public. 
• Abandoned Cart Reminders are a great way to encourage bookings when a user was very close to converting. 
• Gift Guides with themed experiences or packages can be personalized and target specific segments. 
• Last Chance/Final Hours Emails have been shown to encourage engagement and can entice users to book their trip. 

Plan now, and win big this cyber season

The cyber season is no longer a one-day event. It’s a multi-week strategy that, when executed well, can drive significant revenue for hotels and resorts. The key? Get ahead, test everything, and make your guests feel like VIPs every step of the way.

If you’re ready to elevate your email strategy, GCommerce Solutions has the tools and insights to make this cyber season the best yet.

Meta-morph your ads: A guide to smarter Facebook advertising for hotels

If you’re running Meta (Facebook and Instagram) ad campaigns for your hotel or resort, you know the landscape is constantly changing. From evolving ad formats to the limits of customization, it can be tough to stay ahead. 

That’s why we’ve broken down everything you need to know from our latest Meta Ads training—so you can build stronger, smarter campaigns with confidence.

Anatomy of a Facebook ad

Let’s start with the basics. Every Facebook ad is made up of:

• Primary Text: Your main message (aka the body copy).
  
• Headline: Short and punchy, appears under the image.
  
• Description (optional): Adds context or urgency.
  
• CTA Button: Tells users what to do next (Book Now, Learn More, etc.).
  
• Display Link: Shows the destination domain.
  
• Creative: A strong visual—image or video—is key.
  

Understanding how these parts work together is critical for conversions.

Know your ad types: Static, Video, Carousel & More

Meta offers a range of ad types, each with its own strengths. Here’s a quick rundown:

1. Static Ads

• Use one strong image and a clear CTA.
  
• Best for brand awareness or limited-time offers.
  

2. Image Video Ads

• Turns still images into lightweight video formats.
  
• Adds subtle motion, text, or music for more engagement.
  

3. Video Ads

• Ideal for storytelling and emotional appeal.
  
• Great for property fly-throughs, guest moments, or local attractions.
  

4. Carousel Ads

• Swipeable experience with 2–10 images/videos.
  
• Perfect for showing off room types, dining, amenities, or step-by-step narratives.
  

5. Collection Ads (Mobile Only)

• Combines a cover image/video with scrollable product cards.
  
• Great for dynamic mobile experiences, but limited customization.
  

6. Flex Ads

• Upload multiple assets and let Meta auto-optimize combinations.
  
• Delivers dynamic formats tailored to user behavior.
  

Pro tip: Always test a mix of formats to let the Meta algorithm find what works best for your audience.

The "Cans": What you can customize in Meta Ads

Meta offers surprising flexibility when it comes to ad creation. Here’s what’s within your control:

• Ad image sizes:
  
  • Square (1080x1080): Great for feeds and carousels
    
  • Vertical (1080x1920): Used for Stories and Reels
    
  • Horizontal (1200x628): For right-column or desktop placements
    
• Advantage+ Placements:
  Meta will optimize where your ad shows—Feed, Reels, Stories, or Right Column—based on performance.
  
• Other editable features:
  
  • Order of carousel cards
    
  • Promo codes
    
  • Sitelinks
    
  • Countdown timers
    
  • Event promotion
    
  • Multiple headlines and primary text for A/B testing
    
  • Brand safety measures (e.g., hiding negative comments)
    

 The "Cannots": What Meta won’t let you customize

While Meta offers flexibility, some things are off-limits:

• Story CTA Buttons: You can’t change location, color, or wording.
  
• Optimization Features: Meta may enable new features without notice. Always check your ads post-launch.
  
• Ad Descriptions: Even if you write one, Meta might override it—or skip showing it entirely.
  
• Collection Ad Placements: Facebook controls layout across placements automatically.
  
• Image Size Glitches: Sometimes Meta will resize your ad incorrectly. It’s a known issue, and easily fixable.
  

GCommerce tips for Meta Ad success

Our final takeaways for a more effective Meta strategy:

1. Test different ad types. Don’t rely on just one format—mix it up to discover what clicks.
   
2. Give Meta room to optimize. Your best-performing ads might not follow strict brand rules.
   
3. Customize Story placements. Stories need tailored visuals, not recycled square content.
   
4. Experiment with copy length. Short doesn’t always win. Test long, medium, and short-form text.
   

Ready to Meta-morph your ads?

Running Meta campaigns is both an art and a science. With the right mix of ad types, a clear creative structure, and some room for testing, you’ll be set up to drive stronger engagement and direct bookings.

Need help crafting your next high-performing Meta campaign? Contact us to discover how we help hotels and resorts maximize their return on every ad dollar.

How GCommerce powers Google Ads using AI

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:

1. What “AI” means in Google Ads
2. What AI components are used in Google Ads to build or optimize campaigns
3. 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 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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