What is the impact of branded search on profitability?
Why investing in branded search campaigns generates strong returns
Branded search campaigns target users who are already searching for your hotel by name — meaning they are highly likely to book. This is one of the highest-ROI investments in hotel digital marketing.
The core problem
When someone searches your hotel name on Google, OTAs like Booking.com and Expedia actively bid on your branded keywords. Without your own branded campaign, you lose those clicks to third parties — paying them commission on bookings that should have been direct.
The impact of branded search campaigns
- Reclaim traffic that OTAs are bidding on with your own brand name
- Lower cost per acquisition — branded clicks are cheaper than non-branded
- Higher conversion rate — users searching your name already want to book with you
- Protect your brand — ensures your website appears above OTAs in branded results
Profitability calculation
Compare the commission you would have paid an OTA (typically 15–20%) against the Google Ads cost per booking for branded campaigns (often under 5%). The difference is your incremental profit.