Five channels. One coordinated program.
Most hotel marketing dollars get spread thin across disconnected vendors — one agency runs the OTA spend, a freelancer manages Facebook, the corporate office handles brand Search, and no one connects them. Barnhill Revenue Services runs every paid channel as one program, tied to the same revenue strategy that drives the rest of your commercial calendar.
What's included in every engagement.
Each channel reaches a different traveler at a different moment. Together they cover the full funnel — from awareness on Instagram, to consideration on Expedia, to closing the booking on your direct site through Google.
Expedia & Booking.com
Paid placements that lift your property higher in OTA search results and unlock badges like Sponsored, Visibility Booster, and Travel Ads. We manage daily bids, evaluate ROI against organic OTA contribution, and pause spend the moment compression makes paid placement uneconomic.
Facebook & Instagram
Paid social ads that reach travelers who are not yet searching — but who will be. We build audiences from your CRM, your STR feeder markets, and lookalikes against your past guests, then run feed, story, and reels placements with creative that lives on-brand.
Meta, Property Promo & Search
The full Google Hotel ecosystem — not just one campaign. Brand-defense Search, generic destination Search, Property Promotion Ads, Google Hotel Ads metasearch, and Performance Max — coordinated so the channels feed each other instead of bidding against each other.
Sabre & Preferred Placement
Paid placements inside Amadeus, Sabre, and Travelport — the screens travel agents use when they book corporate, group, and high-value leisure stays. The audience is small but spends more per booking than any other channel.
Sponsored Listings
Only two Sponsored Listing slots are available per market on AAA.com. When one is yours, you sit at the top of every search AAA’s loyal, direct-booking membership runs in your destination — and your nearest competitors do not.
One program, one strategist.
You do not pick channels à la carte. The five disciplines run as one coordinated program because that’s the only way the funnel hands off cleanly from awareness, to consideration, to direct booking.
A closer look at every channel.
Each card above expands into the actual placements and platforms we manage on the property’s behalf. Nothing is generic.
Expedia Group
Travel Ads and TravelAds Sponsored Listings across Expedia.com, Hotels.com, and Vrbo. Daily bid management and Partner Central ROI reporting.
Booking.com
Visibility Booster CPC bidding, Preferred Plus participation review, and an annual Genius-program ROI evaluation against your rate parity.
Meta audience build-out
Custom and lookalike audiences in Meta Business Manager, drawn from your CRM, prior-stay data, and the feeder markets identified in your STR comp set.
Property Promotion Ads
Top-of-page placement before travelers pick dates — the awareness layer that puts your property ahead of OTAs in destination searches.
Google Hotel Ads (metasearch)
Your direct rate displayed beside OTA rates on Google Maps, Google Travel, and Search — the most direct path to booking outside your own site.
Paid Search — Brand
Defend your hotel name against OTAs and competitors bidding on your brand keywords. The cheapest direct-booking channel you have.
Paid Search — Generic
Capture “hotels in [market]” demand at the top of the funnel — the broader, more competitive, more expensive layer that fills the booking funnel.
Performance Max
Google’s AI-driven omnichannel campaign across Search, YouTube, Maps, Gmail, and Display — one campaign that learns where your conversions live.
Travel-agent placements
Sponsored text listings and graphical banner ads inside Amadeus, Sabre, and Travelport — reaching agents at the moment of corporate or group booking.
Sabre Preferred Placement
Top-of-list exposure in your destination when agents search Sabre — the channel where high-value corporate and agency bookings live.
Sponsored Listing
Application, qualification, and placement negotiation for one of only two per-market AAA Sponsored slots, plus creative and copy optimization.
Monthly performance memo
One document, every month. Channel-level spend, clicks, bookings, ROAS, and direct-channel contribution — read alongside your revenue-management memo.
Tied to your revenue calendar.
Paid media is not a separate workstream. Need-period budgets move up when your forecast softens. Compression markets get pulled back so you stop paying for bookings you would have taken anyway. The marketing strategist and the revenue strategist work from the same weekly view.
No markup on media spend.
You pay the ad platforms directly through your own accounts. We manage them with permissioned access — full transparency in every platform’s native reporting, no reimbursement cycles, no media markup. Our fee covers strategy, setup, optimization, and reporting only.
Marketing questions.
Can I sign up for just OTA ads, or just Google?
No. Hotel Digital Marketing is delivered as a single integrated program across all five channels. We have learned the hard way that one-channel engagements get out-positioned by competitors running the full funnel — and that the unit economics don’t work for either side. If you only need to fix one channel, we will refer you to a specialist; if you want a coordinated program, we are the right fit.
Do I have to be a revenue-management client to use digital marketing?
No, but it is significantly more effective when you are. The marketing program is built around your forecast, your STR comp set, and your pricing strategy — three things we already maintain for revenue-management clients. Standalone marketing engagements are available; expect a slightly higher onboarding cost since we have to build that context from scratch.
Who creates the ad creative — your team or ours?
Both, depending on the channel. For paid social and Google display, we direct and produce. For OTA, GDS, AAA, and brand-corporate placements, the brand often supplies creative templates; we adapt them for your property and supply photography where needed. If your property has agency-produced creative, we use it.
What is the minimum monthly media budget?
Below approximately $5,000/month in combined paid media, the per-channel allocation gets too thin for Google PMax and Meta’s algorithms to learn properly. We will tell you honestly during the intake call whether your hotel is sized for this program or whether a smaller, single-channel approach makes more sense.
How do you measure success?
The lead metric is direct-channel revenue contribution — the portion of your bookings driven by paid media that did not displace organic. Secondary metrics: blended cost of acquisition, ROAS by channel, RevPAR-Index movement, and direct-channel share of total room revenue. All five are reported monthly.
Ready to coordinate every dollar of paid media?
The first call is a no-prep 30-minute review. Bring last month’s STR report and a screenshot of where your current marketing spend lives — we will tell you where it is leaking.
Schedule a Strategy Call