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High-end guests don’t just book a room. They’re buying privacy, service, and a story they can trust.
If your luxury hotel is showing up below OTAs, competing on price instead of experience, or getting clicks that don’t turn into profitable stays, your Google Ads strategy is leaving money on the table.
At AGR Technology, we help luxury and boutique properties use Google Ads to attract the right guests, those who value service over discounts, and drive more direct, high-margin bookings.
Here’s how we structure Google Ads for luxury hotels to win premium demand, protect your brand, and grow revenue, not just traffic.
Book a free consultation call with AGR Technology to see how we can help scale your brand with proven online marketing strategies
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Justine Brummans
Alessio is both incredibly knowledgeable and personable! He gave me great advice that was catered to me and my situation. Thank you Alessio! Super helpful!
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Alessio is amazing! I can not speak highly enough of how helpful and knowledgeable he is, my website he created far exceeded my expectations, he is so accomodating and I can only wish him every success with his business. I rate AGR technology 10 out of 10.
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We used AGR Technology and dealt with Alessio to design and build our website as well as host our emails. Alessio was a pleasure to deal with and had plenty of ideas that we could implement into our site. He has a great attention to detail, he is also very polite in understanding our goals and what we wanted to achieve with our website.
Thanks mate,
Alex & Rob
Excellent Service
Alessio developed our website for our business and has done a wonderful job. He is very personable and knowledgeable. We have enjoyed working with him. We will be referring others to him and highly recommend him to those who need Tech advice.
MRC Performance
I have been in business for over 10 Years and recently moved to AGR Technology for all our IT needs. They are able to fix nearly anything remotely and always very helpful in recommending appropriate hardware upgrades that do the job as required but not costing more than needed.
Alessio provided an excellent service. He was very dedicated in his method of finding solutions to problems. He continued to try different avenues until he found the reason as to why a particular application was not working. He was very knowledgeable in his understanding of the internet and of applications and how they work, and he was able to apply this knowledge in understanding how to resolve the obstacles that continued to appear. He is understanding towards his client's needs and goals and he is willing to work with his client in achieving those goals. He is a very polite and well mannered person and very calm and gentle in his approach. I would highly recommend Alessio's services to anyone.
Palmira Rigoli
Great work ethics Alessio! We at Totally Gluten Free Products are very happy to have you on board as our IT and SEO master. Very reliable, trustworthy and knowledgeable in the field.
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Nat's Custom Designs
Alessio from AGR Technology has recently helped me create a website for my business.
Throughout the whole process from start to finish Alessio made the process easy for me, by calling me and explaining each step of the way. I'm not very computer savvy, but with Alessio taking the time to explain in detail everything I needed to know from putting inventory in to having it shipped. He even remotely joined my computer to help guide me through everything.
He's very knowledgeable and is experienced in everything I needed and if there was anything else I needed to know that wasn't something he was familiar with, he researched it.
I would HIGHLY recommend Alessio to anyone. He has not only helped me for now but I know that if I ever needed help with anything else he would definitely go above and beyond to help. Thank you so much for everything you have done. It's been a long process but well worth it 🙂
Byron Macumber
AGR Technology is amazing. not only do they stick with you through out the process, they also accommodate to your wants and needs. They are efficient in their work and they have high integrity. Their capabilities are shown through their website design, and appropriate knowledge of utilities regarding software. over the many years of working with them they have been fantastic. I would recommend to everyone
Very helpful
Alessio was thorough, diligent and kept me updated at all time points. I was very impressed with his performance, passion and dedication. I will continue to use his services.
Wantrup & Associates
Alessio of AGR Technology is an IT guy we rely on whenever we need IT help. His professionalism impressed us right at the first time. He solved many of our IT problems in no time. Excellent communication and speedy response.
We highly recommend this company
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Valeria Bianco
I received AGR contact information from a previous client, who had found their service excellent. So I contacted AGR with some expectations, and I can say they exceeded them. Professional, honest, punctual, reliable, their service is faultless. We can't recommend them highly enough.
Very fast, value for money and a comprehensive service
AGR is professional, organised and very skilled at what they do. They take the initiative, looking after all the details that you would not have thought of to enhance your website presence, marketing funnel and automated appointment bookings. Big bonus - pricings are at a fraction of the cost of competitors.
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Alessio from AGR Technology is wonderful at gently guiding the less technically savvy users to solve problems. Back up service excellent. Highly recommended
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Raimond Volpe
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Website design
Big thank you to Alessio at AGR Technology for a smooth and easy website development process. Nothing was to difficult to accomplish, I can highly recommend his first class service.
Supporting businesses of all sizes to get ahead with digital solutions
Why work with us?
Understanding the Luxury Hotel Guest and Search Journey
Defining the Luxury Traveler Persona
Before we touch a campaign, we start with who you actually want in-house.
For most luxury hotels, high-value guests tend to:
- Book longer stays and higher room categories
- Expect flawless service and personalised touches
- Care more about exclusivity, privacy, and design than about a small price difference
- Travel for a mix of leisure, business, and events (weddings, retreats, conferences)
We turn this into clear personas: for example, “C-Suite Business Traveler,” “Affluent Couple on a Short Break,” or “Family Booking a Once-a-Year Luxury Holiday.” Each persona will search, compare, and book differently, and your Google Ads have to reflect that.
How High-End Guests Use Google During Trip Planning
Luxury travellers rarely book on the first click. Their journey with Google usually looks like this:
- Inspiration & discovery
Searches like “best luxury hotels in [city]”, “5-star beachfront resort near [destination]”, or “design-led boutique hotel [city]”.
- Comparison & research
They search your brand name, read reviews, compare OTAs, and look at photos across Google, metasearch, and social.
- Decision & booking
They look for direct booking benefits, inclusions, and flexibility. Often, they’re searching “[hotel name] offers” or “[hotel name] suites” before committing.
We design your Google Ads funnel to show up at each stage with the right message, discovery, consideration, and conversion, so affluent guests don’t drift off to OTAs.
Aligning Your Brand Positioning With Search Intent
Luxury hotels win when their positioning matches what guests are actually searching for.
We align:
- Brand pillars – e.g. wellness, culinary experience, architecture, sustainability, privacy
- Location strengths – waterfront, CBD, wine region, alpine, remote retreat
- Guest intent – romantic getaway, executive stay, family holiday, destination wedding
Then we:
- Build keyword clusters around that intent
- Write ad copy that reflects your rate level and standards (not “cheap deals” messaging)
- Send traffic to landing pages that match the promise in the ad
This is how we use Google Ads for luxury hotels to attract fewer price-sensitive shoppers and more guests who genuinely fit your brand.
Choosing the Right Google Ads Campaign Types for Luxury Hotels
Search Campaigns for High-Intent, High-Value Bookings
Search campaigns are the backbone of performance for luxury properties.
We typically structure search around:
- Brand terms – “[Hotel Name]”, “[Hotel Name] [city]”
- Location + luxury intent – “5-star hotel [city]”, “luxury resort near [landmark]”
- Experience-based terms – “spa resort [city]”, “luxury honeymoon hotel [region]”
For these campaigns we:
- Bid more aggressively on high-intent queries with strong revenue history
- Use tailored ad groups for suites, villas, or signature experiences
- Optimise for value per booking rather than just volume
Performance Max and Hotel Campaigns for Full-Funnel Coverage
For many upscale properties, Performance Max and Hotel campaigns (including metasearch inventory) unlock extra demand.
We use Performance Max to:
- Reach users across Search, Maps, YouTube, Discover, and Display
- Promote your property with rich visuals and dynamic inventory
- Capture people who’ve interacted with OTAs but haven’t booked
Hotel-specific campaigns help us:
- Show real-time rates and availability across Google surfaces
- Compete effectively with OTAs for your own brand name
- Push direct bookings by highlighting member rates and direct perks
Brand vs. Non-Brand Campaigns in the Luxury Segment
We treat brand and non-brand like two different businesses.
- Brand campaigns
Protect your name from OTAs and competitors, support other marketing (PR, social, offline), and ensure the first result for your hotel is actually your site.
- Non-brand campaigns
Capture new demand from travellers who haven’t heard of you yet but are searching for “luxury hotel in [city]” or “best 5-star resort for honeymoon”.
At AGR Technology, we structure budgets and bids so your brand is always visible, while non-brand is scaled based on real profitability, not vanity metrics.
Smart Bidding Strategies for Maximizing Revenue, Not Just Clicks
Setting Up Conversion Tracking and Value-Based Bidding
Luxury hotels can’t afford to optimise on generic conversions like “website visit”. We set up proper tracking so Google learns from real revenue.
We track:
- Direct bookings and revenue values
- Room type, length of stay, and key upsells where possible
- Micro-conversions: check availability, start booking, call clicks
Then we use value-based bidding, telling Google that a $8,000 suite stay matters more than a $900 short stay.
Target ROAS, Target CPA, and When to Use Each
We usually recommend:
- Target ROAS (Return on Ad Spend) for mature accounts with stable volume and clear booking values
- Target CPA (Cost per Acquisition) when we’re early in the journey or data is limited
For many luxury properties, we start with Target CPA to stabilise bookings, then move to Target ROAS once we’ve built enough conversion data.
We adjust bids based on:
- Device (desktop vs mobile)
- Market (domestic vs international)
- Room category and booking value patterns
Managing Seasonality, Events, and Length of Stay
Luxury demand is often spiky, events, school holidays, peak seasons, and large group bookings all influence performance.
We:
- Use seasonality adjustments in Google Ads for known high-demand periods
- Adjust targets for event dates (concerts, conferences, festivals) when premium rates are in play
- Optimise around length of stay so longer, more profitable bookings get preference
This keeps your campaigns aligned with revenue management, not just marketing goals.
Keyword and Audience Strategy Tailored to Luxury Properties
Core Keyword Themes for Upscale and Ultra-Luxury Hotels
Our keyword strategy for luxury hotels typically includes:
- Luxury intent terms – “luxury hotel [city]”, “5-star resort in [region]”
- Property-type terms – “boutique hotel [city]”, “all-suite hotel [city]”
- Experience-led terms – “spa retreat [region]”, “luxury wellness resort”, “romantic luxury getaway [city]”
- Occasion-based terms – “luxury wedding venue [city]”, “executive retreat venue”
We avoid chasing low-quality “cheap” or “deal” traffic that doesn’t fit your brand.
Using Negative Keywords to Protect Brand and Rate Integrity
Negative keywords are crucial in luxury.
We add negatives for:
- “cheap”, “budget”, “backpacker”, “hostel”, and similar terms
- Locations or markets you don’t serve
- Rate types you don’t offer (e.g. “dorm rooms”, “shared rooms”)
This cuts wasted ad spend and keeps your brand positioned where it belongs, among premium options.
Leveraging Audiences: Affinity, In-Market, and First-Party Data
Keywords tell us what someone is looking for. Audiences tell us who they are.
We combine:
- In-market audiences – people currently researching travel, luxury accommodation, or holidays
- Affinity audiences – interests like luxury shoppers, frequent travellers, high-end lifestyle
- First-party data – past guests, newsletter subscribers, loyalty members, abandoned bookings
With AGR Technology, we use these audience layers to:
- Increase bids for guests similar to your best bookers
- Run remarketing for users who visited your site but booked via OTA
- Personalise messaging where possible (e.g. returning guests, members-only rates)
Crafting High-Converting Ad Copy and Creative for Luxury Guests
Messaging Frameworks That Sell Experience, Not Just Rooms
Luxury guests want to feel something before they book.
Our ad copy focuses on:
- The experience – sunrise views, private beach, rooftop bar, award-winning restaurant
- The service – concierge, butler service, personalised stays
- The exclusivity – limited suites, secluded location, members-only club
We also clearly state direct-booking benefits:
- Complimentary breakfast or spa credit
- Flexible cancellation
- Priority access to upgrades or experiences
Using Ad Extensions to Showcase Amenities, Suites, and Offers
We use every relevant ad asset (extension) Google offers for luxury hotels, including:
- Sitelinks – suites, spa, dining, gallery, offers
- Callouts – “Ocean-view suites”, “Award-winning restaurant”, “24/7 concierge”
- Structured snippets – amenities like “Infinity pool, Day spa, Rooftop bar”
- Call extensions – for guests who prefer to phone the property
These extras help your ads stand out and pre-qualify guests before they click.
Visual Assets and Landing Pages That Reflect a Luxury Brand
Running premium ads to an average landing page is a quick way to lose trust.
We work with you to ensure your landing experience:
- Uses high-quality, fast-loading photography and video
- Focuses on suites, experiences, and unique selling points, not just generic rooms
- Has a simple, obvious booking path with clear rates and inclusions
If needed, we collaborate with your in-house or agency team to fine-tune UX so paid traffic converts at the right cost per acquisition.
Optimizing For Direct Bookings and Reducing OTA Dependence
Structuring Campaigns Around Profitability and Distribution Mix
Our goal isn’t to “replace” OTAs, they have their place. We focus on improving your distribution mix so a higher share of bookings come direct at a healthy cost.
We:
- Prioritise campaigns that drive high-margin direct bookings
- Measure results against your net revenue after commission
- Coordinate with your revenue and sales teams so paid search supports overall strategy
Exclusive Packages, Added-Value Offers, and Member-Only Rates
You don’t have to undercut OTAs on price to win.
Instead, we help you promote:
- Direct-only packages (spa + dining, romance, family, golf, wellness)
- Value-adds like late checkout, airport transfers, or welcome amenities
- Member-only or email-subscriber rates that give a reason to book direct
We integrate these offers into your Google Ads messaging and landing pages so guests understand the benefit of booking with you, not through an intermediary.
Measuring Incremental Value vs. Cannibalization From OTAs
We regularly review:
- How many direct bookings come from guests who previously interacted via OTAs
- Regions or channels where OTAs are too dominant
- Where brand bids may be simply replacing organic clicks
This helps us fine-tune bids and budgets so your Google Ads program grows incremental value, not just reshuffled bookings.
Measuring, Testing, and Scaling Your Luxury Hotel Google Ads
Key KPIs for Luxury Hotel Campaigns
We go beyond clicks and CPC.
Core KPIs we watch include:
- Direct booking revenue and ROAS
- Cost per acquisition (CPA) by room type and market
- Average booking value and length of stay
- Share of bookings captured direct vs OTAs for branded searches
This lets us make decisions grounded in profit, not vanity metrics.
A/B Testing Ad Copy, Offers, and Landing Pages
We treat your account as a constant test bed.
We test:
- Different value propositions (spa credit vs breakfast included)
- Alternate headlines and descriptions focused on different guest personas
- Landing page layouts, imagery, and call-to-action placement
Small lifts in conversion rate can add up to significant extra revenue over a busy season.
Scaling Internationally While Protecting Brand Perception
When it’s time to grow international demand, we:
- Prioritise markets with strong flight connections and spend patterns
- Adjust messaging for cultural expectations and seasonality
- Watch brand safety and placement so your luxury property doesn’t appear next to poor-quality content
We scale investment only where we see sustainable, profitable demand for high-value stays.
Conclusion
Google Ads for luxury hotels works best when it’s built around your guests, your brand, and your real revenue, not just impressions and clicks.
At AGR Technology, we can help upscale and luxury properties:
- Attract high-value guests who appreciate your experience
- Increase direct bookings and reduce OTA dependence
- Protect and grow your brand in search, locally and internationally
If you’d like us to review your current Google Ads setup or map out a strategy tailored to your property, we’re ready to help.
Book a strategy call with AGR Technology and let’s turn your media spend into profitable, direct, and on-brand bookings for your luxury hotel.
Frequently Asked Questions about Google Ads for Luxury Hotels
What is the best way to use Google Ads for luxury hotels to attract high-value guests?
The best way to use Google Ads for luxury hotels is to build campaigns around high-intent, experience-led keywords, use strong visual assets, and send traffic to premium, on-brand landing pages. Focus on value-based bidding, direct-booking benefits, and messaging that sells exclusivity, service, and unique experiences, not discounts.
Which Google Ads campaign types work best for luxury and boutique hotels?
Search campaigns, Performance Max, and Google Hotel campaigns typically work best for luxury hotels. Search captures high-intent queries like “5-star hotel [city],” Performance Max extends reach across Maps, YouTube, and Display, while Hotel ads show real-time rates and availability and help compete with OTAs on branded searches.
How can luxury hotels reduce OTA dependence using Google Ads?
Luxury hotels can reduce OTA dependence by running strong branded search and Hotel campaigns, clearly promoting direct-booking benefits, and offering exclusive packages or member-only rates that OTAs cannot match. Measuring incremental revenue and adjusting bids ensures Google Ads drive new, high-margin direct bookings instead of cannibalizing existing demand.
How much should a luxury hotel spend on Google Ads?
Budget depends on market size, seasonality, and average booking values. A practical approach is to back into budget from target CPA or ROAS: estimate your acceptable cost per booking, then scale spend where campaigns hit or beat that target. Start conservatively, test, and increase investment in profitable segments and markets.
How long does it take for Google Ads for luxury hotels to deliver consistent results?
Most luxury hotels see meaningful learnings within 30–60 days, but truly consistent performance often emerges after 60–90 days as conversion data accumulates. Smart bidding strategies like Target CPA or Target ROAS need enough bookings to optimize, so results improve over time as the system learns your best guests and stays.
Related content:
Digital Marketing for Luxury Hotels
Digital Marketing Services for Hotels in Riyadh
Digital Marketing for Hotels Dubai
Digital Marketing for Spas / Medspas
Alessio Rigoli is the founder of AGR Technology and got his start working in the IT space originally in Education and then in the private sector helping businesses in various industries. Alessio maintains the blog and is interested in a number of different topics emerging and current such as Digital marketing, Software development, Cryptocurrency/Blockchain, Cyber security, Linux and more.
Alessio Rigoli, AGR Technology