In the highly competitive hospitality market, independent hotels face an ongoing challenge: converting website visitors into paying guests. Research shows that over 84% of visitors to hotel websites leave without making a booking (Travel Outlook). For independent hoteliers striving to reduce reliance on Online Travel Agents (OTAs) and increase direct bookings, this represents both a challenge and an opportunity.

The solution? Combining strong brand awareness with strategic retargeting.

This article explains why brand awareness is the cornerstone of the booking journey, how retargeting can bring back lost website visitors, and how you can leverage both to drive more direct revenue for your hotel.

Why Brand Awareness is the Foundation of Direct Bookings

Whether your guests find you online, through social media, or offline via word-of-mouth, brand awareness is the first step in their decision-making process. In the hotel market, staying top-of-mind with your target audience is critical.

When guests recognise and trust your brand:

• They are more likely to book directly rather than through an OTA.
• They become repeat customers, increasing lifetime value.
• They are more likely to recommend your hotel to others.

Brand awareness directly influences key business objectives such as customer retention, website traffic, brand affinity, lead generation, and conversions. Simply put, if your ideal guests are not familiar with your hotel, you are missing opportunities before they even reach the booking stage.

Retargeting: Converting Interest into Direct Bookings

Even with a well-designed website and compelling offers, many visitors abandon the booking process. They may have been distracted, wanted to compare prices, or simply weren’t ready to decide. Retargeting gives you a second chance to convert these visitors. Here’s how it works:

1. Tracking website visitors – When someone visits your hotel’s website, a small piece of code, known as a cookie or a Facebook Pixel, is stored in their browser.
2. Serving personalised ads – Later, as they browse social media or other websites, they’ll see ads for your hotel, reminding them of your rooms, packages, or special offers.
3. Boosting conversion rates – This gentle reminder keeps your hotel top-of-mind and encourages the visitor to return and complete their booking.

Studies show that retargeting can increase conversions by up to 128% (Forms.app), making it one of the most cost-effective strategies for independent hotels to reclaim lost bookings and reduce dependence on OTAs.

The Power of Precision: Why Retargeting Works for Hotels

Unlike broad advertising, retargeting is highly targeted and cost-efficient. You are not paying to reach an entirely new audience, you’re focusing on people who have already shown interest in your property.

For example:

• If your analytics show that most bookings come from mobile devices, you can run ads exclusively for mobile users.
• If a guest browsed your deluxe suites, you can dynamically retarget them with room-specific ads and personalised offers.

This level of precision ensures your advertising budget is spent more effectively, delivering a higher return on investment (ROI) than traditional advertising.

Brand Awareness + Retargeting = A Winning Formula

Retargeting not only drives bookings but also builds stronger brand recognition. Every time a guest sees your hotel’s name, logo, or imagery, it reinforces your presence in their mind.

The next time they’re ready to book a hotel, your property is more likely to be their first choice.

In fact, combining visual storytelling with strategic targeting can have a compounding effect. Research shows that 70% of people prefer to learn visually, making retargeting ads that are rich in imagery a powerful way to keep your brand front and centre.

How Independent Hotels Can Maximise Retargeting

Here are practical steps to implement an effective retargeting strategy:

1. Install Tracking Tools – Add a Facebook Pixel and Google Ads tracking code to your website to capture visitor data.
2. Segment Your Audience – Target by geography, demographics, device usage, and browsing behaviour to ensure ads are relevant.
3. Use Dynamic Retargeting – Show personalised ads featuring rooms, packages, or offers based on the pages guests viewed.
4. Run Cross-Platform Campaigns – Reach your audience on Google, Facebook, Instagram, and other channels they use daily.
5. Showcase Offers & Social Proof – Highlight special promotions, guest reviews, or unique experiences that make your hotel irresistible.

Beyond Bookings: Long-Term Benefits for Your Hotel

When implemented effectively, retargeting:

• Increases direct bookings, reducing OTA commissions.
• Builds brand loyalty by keeping your hotel top-of-mind.
• Improves marketing efficiency, as you spend less to convert warm leads compared to cold audiences.

Most importantly, it allows independent hotels to compete on a level playing field with larger hotel groups, using cost-effective digital tools.

How Aró Digital Strategy Can Help

At Aró Digital Strategy, we specialise in tailored retargeting strategies for independent hotel and resorts. From dynamic ads featuring specific rooms and seasonal packages to abandoned booking recovery campaigns, we craft personalised, cross-platform campaigns that drive measurable results.

Our approach ensures that:

• Your marketing spend delivers maximum ROI
• You increase direct bookings while reducing reliance on OTAs
• You build a stronger, more recognisable hotel brand

Ready to Transform Browsers into Bookers?

Independent hotels don’t need the biggest budgets, they need the smartest strategies. By combining brand awareness and retargeting, you can:

• Reach the right audience
• Re-engage visitors who are already interested
• Drive more direct bookings

Let’s work together to ensure your hotel is not just seen, but remembered, and ultimately booked.

Contact Aró Digital Strategy today to start your journey towards smarter, more effective digital marketing.

Contact details

Alan Rowe
Managing Director

 086 803 2173 / 091 597 200
 alan.rowe@aro.ie
Web www.arodigitalstrategy.com