The Ultimate Guide to Facebook Ads for Hotels & Resorts

How to Drive Bookings, Grow Your Brand, and Outperform OTAs in 2025

The digital marketing world changes constantly — but one thing has stayed consistent: Facebook Ads remain one of the most powerful tools for hotels and resorts to drive direct bookings, fill shoulder seasons, and build long-term brand loyalty.

Facebook (and Instagram, via Meta Ads Manager) allows accommodation providers to target people based on interests, travel behaviour, income level, location, and past engagement — and then follow them through the full decision journey. From first-time discovery to final confirmation, the best hotel brands are using Meta campaigns not just to sell rooms, but to build brands that people come back to.

At David Hannah Marketing, we specialise in Facebook ad campaigns that drive revenue. Whether you're a boutique retreat, a family-friendly resort, or a premium stay destination, here's everything you need to know to build a high-performance Facebook campaign — and what to avoid along the way.

Want to learn more? Book a strategy session here 

Why Facebook Ads Still Work in 2025

Despite constant changes to the algorithm and new platforms emerging, Facebook and Instagram remain unmatched for two key reasons: scale and targeting.

With Meta Ads, you can:
Reach travellers currently in your region with mobile-only promos
Target people researching travel to your area from other cities or countries
Run remarketing ads for people who visited your site but didn’t book
Launch brand awareness campaigns tied to events, seasons, or offers
Build email-based lookalike audiences from past guests or subscribers

And unlike OTA listings, where you pay a commission per booking, Facebook Ads let you own the customer relationship — at a far lower cost per acquisition.

Is Facebook Advertising Worth It for Hotels? (Yes — With the Right Structure)

Facebook Ads only work if they’re built on strategy and supported by proper tracking.

A well-structured Facebook campaign for hotels can produce:

• Cost-per-click (CPC) as low as $0.15–$0.60
• Click-through rates (CTR) of 3%–6% on well-targeted campaigns
• Cost per enquiry or booking under $15–$30, depending on your audience
• ROAS (return on ad spend) from 3x to 10x depending on seasonality and offer quality

In other words, a $2,000 ad budget could deliver $6,000–$20,000 in bookings — provided your funnel is working and your site is optimised to convert.

For comparison, OTAs typically take 15%–25% of the booking value. Facebook lets you control your message, build your email list, and scale visibility — all while keeping your margin.

What Types of Campaigns Should Hotels Run on Facebook?

We structure campaigns around your goals and audience stage. Here’s what works best for hotels and resorts:

Top of Funnel (Awareness)
Video ads, reels, and image carousels to showcase the property, region, and experience. Designed to engage future travellers and get them onto your site.

Mid-Funnel (Engagement and Remarketing)
Ads targeted to warm audiences — people who’ve visited your site, engaged with your posts, or saved past ads. Often feature offers, reviews, or package highlights.

Bottom of Funnel (Conversion Campaigns)
Direct calls to action for bookings, with limited-time offers or seasonal promotions. Often includes lead forms, booking engine retargeting, or last-minute incentives.

Retention & Loyalty Campaigns
Target past guests or email lists with VIP rates, rebooking incentives, or gift card offers — especially useful for shoulder seasons.

What Budget Should You Expect to Spend?

Facebook is flexible, but results follow budget + audience size + offer quality. Here’s a realistic breakdown:

Small to Mid-Size Hotels (One Property, Local Market)
Recommended budget: $1,500–$3,500/month
Goal: Increase visibility, engagement, and off-OTA bookings with targeted promos.

Multi-Property Brands or Resorts (Full Funnel Strategy)
Recommended budget: $3,500–$8,000/month
Goal: Drive direct bookings through seasonal campaigns, retargeting, and lookalike audiences.

High-End or Destination Resorts (Broad Market + International)
Recommended budget: $8,000–$20,000+/month
Goal: Scale into multiple cities/countries with multilingual creative, video content, and advanced funnel segmentation.

Larger campaigns involving video production, user-generated content strategy, and full-funnel buildout may exceed this range — especially for multi-market targeting.

Common Mistakes Hotels Make With Facebook Ads

No clear strategy or campaign structure
Many hotels run one-off boosted posts with no tracking or testing. This doesn’t scale and doesn’t convert.

Relying on social media talent, not ad specialists
Having someone good at Instagram posts doesn’t mean they know how to run Meta campaigns. Without proper audience segmentation, tracking, and optimisation, even beautiful ads can fail.

Sending traffic to generic pages
If your ad sends people to the homepage or a cluttered booking portal, you’re likely losing the sale. Conversion-optimised landing pages are essential.

No retargeting in place
If 90% of your traffic doesn’t book on the first visit, and you’re not retargeting them, you’re wasting your budget.

Focusing on likes instead of leads
Engagement is great — but without tracking conversions and cost per result, you’re only measuring surface-level performance.

Why You Should Hire an Agency or Manager

Facebook Ads are deceptively easy to start — and very easy to waste money on. Running successful campaigns requires:

• Precise audience building and testing
• Conversion-focused creative (that performs, not just looks good)
• Real tracking: Meta Pixel + Conversion API + event optimisation
• Bid strategy, budget pacing, and frequency control
• Performance analysis and weekly optimisation

A good agency won’t just run ads. They’ll build a growth system.

At David Hannah Marketing, we’ve worked with hotels and resorts across Australia and New Zealand to reduce reliance on OTAs, boost direct bookings, and build full-funnel campaigns that scale. We structure, test, and report on every part of your ad journey — so you get clear visibility, not just hope.

What to Look for in a Facebook Ads Specialist for Hotels

When evaluating an agency or freelancer, look for:

• Experience with hotels, resorts, or high-ticket experiences
• Real performance benchmarks (CTR, ROAS, CPC, etc.)
• Server-side tracking and proper Meta setup
• Full-funnel capability — not just “boosting”
• Clear communication, monthly reporting, and strategy sessions

The right partner won’t just generate clicks. They’ll generate bookings.

Let’s Make Facebook Your Most Profitable Channel

Facebook Ads offer a powerful opportunity for hotels to scale bookings, build brand loyalty, and take control away from third-party platforms — but only when they’re run properly.

At David Hannah Marketing, we help accommodation providers create and manage campaigns that deliver measurable growth. Whether you want to fill weekends, launch new packages, or scale a multi-property brand — we’ll help you do it with precision.

Book your strategy session today here, and let’s turn your Facebook presence into a full-funnel revenue engine.