Research · 2026
What should a hotel or resort pay for a Google Ads click? What's a reasonable cost per booking inquiry — and how does OTA competition change the picture? This report analyses Google Ads performance observations from hospitality advertising accounts managed by Deltanoid.
Executive Summary
Deltanoid is compiling median CPC, CTR, conversion rate, CPL, direct-booking rate and average booking value from hotel, resort and event-venue advertising accounts. We publish only validated, dataset-backed numbers rather than estimates — the figures below will appear once the underlying dataset has been cleaned, standardised and verified against our publication methodology.
Hospitality Google Ads performance is shaped by several variables that make a single blended benchmark unreliable:
About the Data
This report uses aggregated advertising performance data from hospitality accounts managed by Deltanoid. Client-level metrics are published only where permission exists — otherwise all benchmark data is presented in aggregated or anonymised form.
Disclosure once published will include
· Reporting period
· Total properties included
· Total advertising spend analysed
· Total clicks analysed
· Total tracked leads and bookings
· Campaign types included
· Booking actions counted (calls, WhatsApp, direct bookings)
Benchmark Summary
The table below outlines the metrics this report will publish once verified. We recommend — and will apply — median values alongside observed ranges wherever sample size permits, since seasonality and OTA competition intensity can distort simple averages.
Want your property benchmarked today, ahead of publication? Request a free hospitality Google Ads audit and we'll compare your CPC, CTR, conversion rate and cost per booking inquiry against comparable properties in our managed portfolio right now.
OTA vs Direct
Hotels and resorts often bid alongside OTAs (Booking.com, MakeMyTrip, Agoda) for the same searches — including their own property name. This creates a distinct dynamic: winning the click can still lose the booking to an OTA listing showing a lower rate, and a direct booking avoids the commission an OTA booking would have cost.
Lead Types
Often the highest-intent action, but value depends heavily on staff responsiveness and follow-up quality.
Convenient for guests but can include low-intent browsing without a clear booking date.
The most valuable conversion action — avoids OTA commissions entirely.
What Our Data Suggests
Hotels competing against their own OTA listings in the same search results face a distinct CPC and CTR dynamic.
CPC, conversion rate and booking value can shift significantly between peak and off-peak periods.
A slow or confusing booking flow can suppress conversion rate even when traffic quality is strong.
Missed calls and slow WhatsApp replies can silently erode the return on an otherwise well-performing campaign.
A booking driven directly through Google Ads avoids OTA commission, materially changing effective ROAS.
Comparable properties in the same city can post different Google Ads performance based on brand strength and reputation.
FAQ
Send us your account data. We'll review CPC, CTR, search terms, conversion rate, cost per booking inquiry, calls, WhatsApp inquiries, campaign structure and wasted spend — then show you where your account is stronger or weaker than comparable properties.
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