I’ve worked inside hotels, so I understand how they actually trade commercially — seasonality, occupancy pressure, and the constant tension between OTAs and direct bookings.
Paid social designed to generate direct bookings for Independent Hotels.
“Before working for myself, I was Digital Marketing Manager at The Montenotte in Cork.
I work with a small number of hotels at any one time so campaigns stay connected to what is actually happening at the property.
Campaigns are structured around the hotel’s commercial calendar – key weekends, events, seasonal demand and quieter periods that need filling.
When something changes, the response is fast.“
THE OPPORTUNITY IN IRELAND
Advertising costs on Meta in Ireland are lower than most hotel marketers realise. Across hospitality accounts CPM typically runs around €4–6, roughly half what equivalent campaigns cost in the UK.
That gap matters particularly for domestic demand. Irish travellers are already in the market. Paid social simply provides the prompt that captures that booking directly rather than through an OTA.
Most hotels running paid social in Ireland aren’t getting the full value from the channel. The creative often doesn’t reflect the property. Campaigns run quietly in the background disconnected from what is actually happening commercially. And the agency managing the account isn’t close enough to respond when timing matters.
The difference between average and strong performance on Meta isn’t dramatic. It comes from marginal gains: campaigns adjusted for quieter periods, creative refreshed before key weekends, offers pushed at the right moment.
Those gains only happen when someone is paying attention to what is happening at the property week to week.
This Is A Good Fit If:
You’re an Independent Hotel where bookings directly drive revenue.
Bookings matter more than vanity metrics.
You’re already investing in paid ads (or ready to seriously)
Ads “work”, but performance feels fragile or inconsistent across seasons.
You want a hands-on partner, not a junior account manager.
You value stability, accountability, and clean scale.
Book a call below:
Frequently Asked Questions
Paid social works best for independent hotels where a single booking carries meaningful value.
In most cases, properties with room rates above €120 per night see the strongest results, because the margin allows campaigns to operate comfortably below OTA commission levels.
Yes. In most cases I work alongside an internal team. My role is to ensure the paid campaigns align with the hotel’s commercial priorities.
I manage everything personally. I work with a small number of hotels at a time so campaigns stay closely aligned with what’s happening commercially at the property.
Booking engine providers often manage ads as part of their service.
In practice, many of the meaningful improvements tend to happen outside the ad account — aligning creative with the property, adjusting campaigns around occupancy patterns and commercial periods, and ensuring the channel is supporting the hotel’s wider commercial strategy.
I’m comfortable working alongside booking engine providers where needed, while focusing specifically on the paid social side of the channel.
Paid social creates demand earlier in the decision process, bringing potential guests to the property before they actively begin searching and helping shift more bookings onto the hotel’s own booking engine.