If you want to compete with Online Travel Agencies, paid advertising isn’t optional. OTAs spend billions of dollars on search engines and digital ads to capture customer traffic. As an independent or boutique brand, your goal isn’t to outbid them. It’s to outsmart them.
O’Rourke is a hotel advertising agency exclusively for the hospitality industry. We design and implement full-funnel internet advertising and search engine marketing campaigns across Google Ads and other paid search, metasearch, social media, display, and AI-powered platforms. With over 25 years of experience exclusively dedicated to hospitality clients, we find your unique strengths to win over travelers without blowing your online advertising budget.
16:1
Average Return on Ad Spend (ROAS)
25+
Years in Hospitality Advertising
95%
Client Retention Rate
We work with independent hotels and management companies throughout North America, Mexico, and the Caribbean. Our consultative approach means every advertising recommendation is tailored to your property’s goals and guest profile.
AI-powered search experiences from Google, ChatGPT, Gemini, and Perplexity are changing how travelers discover and evaluate hotels. Sponsored placements in AI overviews and AI-assisted search results are an emerging channel where early movers gain a significant edge. We monitor your hotel’s presence in AI-generated answers and position your paid listings to capture travelers who begin their search in a conversational AI interface rather than a traditional search box.
Our paid search campaigns target branded and non-branded keywords across Google and Microsoft Bing, with smart bidding, tailored ad copy, and direct integration with your booking engine. We protect your brand terms, capture high-intent destination searches, and continuously optimize to keep your cost per booking in check.
Google’s Performance Max lets a single campaign reach travelers across Search, Display, YouTube, Discover, Gmail, and Maps simultaneously. We configure and optimize your Performance Max campaigns with hospitality-specific audience signals, custom creative assets, and booking engine conversion tracking, so the machine learning works in your favor from day one rather than spending months calibrating.
Google Hotel Ads, TripAdvisor, Trivago, and Kayak are where guests compare your rate against OTAs in real time. Our metasearch programs manage bid strategy, rate accuracy, and creative to keep your direct booking engine competitive on every comparison page. We integrate with your property management system to ensure pricing is always accurate and your commission-free rate wins the click.
Reach travelers while they browse travel content, read reviews, and research destinations. Our display campaigns use hospitality-focused platforms alongside the Google Display Network to place visually compelling ads in front of qualified audiences at every stage of the planning journey. Cross-portfolio display is also available for hotel management companies looking to promote multiple properties from a single campaign architecture.
We don’t run campaigns in isolation. Every program is tied to your booking engine, your revenue targets, and your guest profile, with monthly reporting that connects ad spend to actual room revenue.
We start with a consultative call to understand your property, competitive set, feeder markets, seasonality, and revenue objectives. You’re paired with a dedicated account manager who stays with your account.
Not every hotel needs every channel. We recommend a channel mix based on your budget, audience, and where the highest ROAS opportunity exists for your specific market and property type.
We build campaigns across all approved channels, integrate conversion tracking with your booking engine, and launch with creative assets aligned to your brand standards. Most campaigns deliver measurable data within the first 30 days.
Monthly reviews cover performance against KPIs, budget pacing, seasonal adjustments, and competitive shifts. We move spend to what’s working and pull back on what isn’t, so your ROAS improves over time.
Today’s customer journeys are complex and require multiple touchpoints across channels before a purchase decision. That’s why a paid advertising strategy works best alongside great hotel SEO and a high-converting hotel website.
At O’Rourke, we help you reach your target audience wherever they are and make every click count.
Because we work exclusively with hotel brands, our campaigns are built on hospitality-specific data, not adapted from another industry.
Reliability and quick response time, even on short-notice questions. - How willing they are to walk us through processes when something isn’t clear or isn’t working. -They’re receptive to feedback and always return with helpful recommendations or solutions.
It depends on your budget, property type, and competitive landscape. Most independent hotels benefit from a combination of Google PPC, Performance Max, and metasearch as a foundation. Social media and display advertising add reach for properties with a strong visual story or event business. We recommend a channel mix during the kickoff process based on where we see the strongest ROAS opportunity for your specific market.
Most clients begin to see measurable booking data within the first 30 days of launch. Metasearch tends to show results fastest, followed by paid search. Performance Max and display campaigns typically take 60 to 90 days to fully optimize as the machine learning models accumulate conversion data.
Yes. We integrate tracking with your booking engine and property management system so every campaign is tied to actual revenue, not just clicks or website visits. This gives us clean ROAS data and lets us optimize campaigns toward the outcomes that matter most to your business.
Absolutely. We work with single-property independents and multi-property management companies. For portfolios, we build campaigns that balance brand-level awareness with property-specific direct booking goals, and we can run cross-property retargeting to increase occupancy across the portfolio during soft periods.
AI-powered search experiences, including Google AI Overviews, Gemini, ChatGPT, and Perplexity, are becoming a meaningful part of how travelers research hotels. We monitor how your property appears in AI-generated results and help position your paid presence to capture travelers who start their search in these environments. This is an evolving channel, and staying early in it is a competitive advantage.
Tell us about your property and we’ll put together a channel recommendation tailored to your goals.
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Social Media Advertising
Facebook and Instagram remain the most powerful platforms for putting your property in front of travelers who haven’t searched for you yet. We build audience segments based on travel intent, demographics, and past interactions, then run creative campaigns that stop the scroll and drive to your booking engine. Seasonal promotions, packages, and event-based ads are timed to your revenue calendar. We also provide organic social media services.