PAID SOCIAL FOR INDEPENDENT HOTELS & PREMIUM STAYS

A hands-on paid social partner for independent hotels and premium stays.

Paid social that drives direct bookings for hotels, chalets, villas and holiday homes that want someone embedded in the business, not an agency they hear from once a month.

Evan

Before founding Better Connected I led digital marketing in-house at an Irish hotel, so I understand both the channel and the property side of the desk.

What interests me most is the psychology behind why people book. The properties that do well are the ones that understand what their guest actually wants, and put it in front of them at the right moment.

Paid social is how I do that. It puts your property in front of the right people and creates demand for the stay, rather than waiting for it to appear.

Better connected to you, your team, and your guests.

Watch

How are you generating demand?

A straightforward look at how I'd set up paid social to drive direct bookings, and why most properties aren't yet getting the most from the channel.

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The Opportunity

Why Paid Social Works in Hospitality

Hospitality is naturally suited to paid social.

Compared to most industries, advertising costs are relatively favourable. More importantly, the content fits the platform. You're selling a place people want to be, and that is exactly what performs in a feed. A room with a view, a fire lit in a cottage, a terrace in the evening sun. It's visual, aspirational and easy to engage with, which makes efficient reach and attention easier to achieve than in less natural categories.

Paid social doesn’t only capture demand. It creates it.

A guest scrolling through their feed wasn’t necessarily planning a trip. The right creative changes that. They see your property, connect with the experience, and you’re part of the decision before a search ever happens.

Most properties running paid social aren't getting the most from it.

It isn't being used intentionally to generate demand and drive direct bookings. The creative is often on-brand but not built to stop the scroll. Campaigns run as an afterthought rather than a considered revenue asset. And when timing matters, there's no one close enough to respond.

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 close attention to what is happening at the property, week to week.

      When paid social is intentional and tied to your commercial calendar, it becomes a system that creates demand early and turns it into direct bookings. 
    

The Real Value

Direct bookings compound in a way OTA bookings don't.

A guest who books direct is worth more than the booking itself.

You have their details. You can reach them before they arrive, stay in touch after they leave, and bring them back without paying to reach them again.

Over time that builds an audience that belongs to the property. A booking through an OTA or listing platform rarely gives you that. The stay happens, the commission is paid, and the relationship stays with the platform.

Shifting even a portion of your demand to direct compounds.

Paid social, done well, is how that shift happens.

Results

Numbers from a live hospitality account.

13.28x

Average return on ad spend

€0.21

Average cost per click

1.9M+

Impressions delivered

€5.4k

Total spend managed

Meta Ads Manager data. Oct–Dec 2025.

Who it's for

The hotels I work with tend to have a few things in common.

Your campaigns are running, but they're ticking over in the background rather than actively driving bookings.
You want a hands-on partner who understands the commercial side of running a property, not a junior account manager.
You're already investing in paid social, but performance feels inconsistent across the seasons.
Your rates leave room for a strong return on guest acquisition — €120+ per night, or stays booked by the week.
You want someone embedded in the business for the long term, not an agency you hear from once a month.
You measure success by direct revenue, not clicks and impressions.

How it works

Simple from the start.

A conversation first

We speak and see if it is a good fit for both of us.

I get to know the property

I get familiar with your commercial calendar, your peak periods, your quieter stretches, and what a strong month looks like for you.

I take care of the channel

Creative, strategy, setup, targeting. You stay informed without being across every detail.

Creative that fits the property

We align on creative direction early so campaigns launch without back and forth.

Ongoing and attentive

Regular reviews, straightforward reporting, and I flag things before you have to ask.

If any of that resonates, let's talk.

30 minutes. No agenda.

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Frequently Asked

Paid social works best where each booking carries enough value to support acquisition. In most cases, properties with room rates above €120 per night see the strongest results, because the margin allows campaigns to perform well.

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.

Paid social creates demand earlier in the decision process, bringing potential guests to the property before they begin actively searching and shifting more bookings onto the hotel's own booking engine. The clearest measure of success is growth in direct revenue over time, not just clicks or impressions.

Hotels are where I come from and they're still the core of the roster. I also work with premium independent stays — chalets, villas, lodges and holiday homes — where the same logic applies: high-value bookings, real seasonality, and too much of the demand arriving through platforms that charge for it. If a single booking at your property is worth serious money and you can take it directly, then there is opportunity.