Start with the revenue problem
Low midweek occupancy, weak direct bookings, wedding enquiries, spa demand and restaurant covers require different acquisition plans. Ask providers to identify the commercial priority before they recommend a channel mix.
Understand how direct booking attribution works
Your booking engine, analytics and consent setup determine what can be measured. Ask the agency to explain how it will track movement from campaign or organic landing page into booking, and where attribution becomes incomplete.
Compare OTA strategy with owned demand
| Area | Question |
|---|---|
| OTA visibility | How does paid or organic activity complement marketplace demand? |
| Direct website | Who improves booking UX and landing pages? |
| Search | Which branded and non-branded terms deserve investment? |
| Social | Who captures fresh room, food, event and experience content? |
| How is first-party audience value used appropriately? |
Ask how seasonality changes the media plan
A static monthly plan can waste budget. The agency should understand booking windows, peak dates, events and need periods, then explain how spend and creative will change as demand changes.
Include ancillary revenue where relevant
Hotels may have restaurants, weddings, meetings, spa or leisure facilities. These can require separate landing pages, campaigns and conversion events. Make sure the proposal states whether they are included or outside scope.
Check website implementation
If the provider identifies poor mobile booking flow or slow pages, who fixes them? Hotel websites can involve booking-engine vendors and multiple systems, so responsibility should be agreed before the retainer begins.
Shortlisting a hotel marketing provider?
Compare Kydos services and current pricing with your proposals.
View Kydos pricingFrequently asked questions
Should hotel marketing focus on direct bookings?
Direct booking can be important, but the right objective depends on your distribution mix and commercial priorities.
Can booking-engine conversions be tracked?
Often yes to varying degrees, depending on the technology and analytics setup.
Should the agency manage social content?
Clarify capture, editing, posting and approval responsibilities.
How should seasonality affect spend?
Budget and creative should respond to demand periods and booking windows rather than remain static by default.
Are weddings and events included?
Only if the scope says so. Treat each major revenue stream as a distinct journey.
Who implements website fixes?
Agree whether the agency, hotel team or technology supplier is responsible.