Specifics of hotel business promotion
When choosing a hotel, travelers usually pay special attention to its location and rating on Yandex Maps and booking services.
Promoting a hotel on Yandex Direct
Yandex Direct is a good choice for those who want to launch ads and evaluate the effectiveness of advertising on their own. This service helps you launch ad campaigns and serves ads on Yandex Search, Yandex Maps, and across more than 55,000 platforms in the Yandex Advertising Network.
You can promote your hotel on Yandex Direct using Campaign Wizard. Unified Performance Campaign Wizard is good for launching ads with simple settings and hints. Expert mode is better suited to to those who have experience in managing and optimizing ads in Yandex Direct.
Campaign wizard
The Campaign Wizard in Yandex Direct provides helpful hints on how to launch ads.It selects ad text and images and suggests an audience.
Follow the Campaign Wizard’s prompts or customize the setup manually.
With the Campaign Wizard, you can advertise whatever you want — for example, a site or a Telegram channel.
How to create ads in Yandex Direct
Yandex Direct ads come in three formats: text-only, image-based, and video. Here’s what you should focus on when creating your ads.
Be sure the text is based on facts and figures. Follow these recommendations:
- Use a unique selling proposition (USP) that makes your business stand out from the competition. For example, «4* hotel in Phuket, just 100 meters from the beach. Air conditioning in the rooms».
- Show that you offer more than just a place to stay during a trip. For instance, «Book a room for 7+ days and enjoy a complimentary dinner with a show from the chef»
- Consider the specifics of your ad’s target audience. If your target audience is families with kids, emphasize kid-friendly activities. For example, «Kid’s show with entertainers, daily from 17:00 to 20:00».
Let's take a look at some ad text examples:
| ✗ | ✓ |
|---|---|
| Discounts on selected rooms Spend a holiday by the sea during peak season | Seaside 4-star hotel in Derbent. Freshly renovated rooms for the new season. Breakfast included. Swimming pool on hotel premises. Hurry up to get 25% off on booking. |
Best hotel in Dubai
| 5* hotel in the heart of Dubai. Personal assistant throughout your stay. Pool and gym open at all hours. |
Upload images or videos. Add as many high-quality photos as possible to give guests a complete view of the property. Capture room interiors, the nearest beach, window views, and hotel amenities.
When taking photos, focus on details, like flowers in the room, or skincare products in the bathroom. Guests want to see that their comfort matters to you.
Location
If your hotel is conveniently located in a tourist area (for example, 200 meters from a beach), highlight this on your website. If the location is not your hotel’s main advantage, tell users what sets you apart from the competition. This can be a low room rate, free breakfasts, or a swimming pool. If you’re unsure what to emphasize, compare your hotel to two or three competitors. You might decide to add a new service or promotion to attract tourists’ attention.
Here are examples of benefits to showcase on your website and ads:
- Five-minute walk to the center
- Round-the-clock check-in
- Free transfer from airports and railway stations
- Free breakfast
- Newly renovated rooms
- Air conditioning, fridge, and other amenities
- Free massage session for stays of seven or more days
- Birthday discounts
Promotion on Yandex Search
You can use Yandex Wordstat to explore search terms for promotion. In the search bar, enter queries like «hotel/hostel/apartment + {name of your locality}» as well as branded queries with your property’s name. You can also check whether there’s demand for additional services that your hotel provides.
These actions can help you find out what services are most often searched for by your leads, and you can add pages matching their queries to your site. For instance, with the term «hotel Dubai» you might notice that users are searching for «hotels Dubai + with a swimming pool». If there’s a swimming pool in your hotel, create a separate page so that Yandex Search shows your hotel in search results when users make this query.
Here are some additional tips for optimizing your site:
- Use all Yandex Webmaster features. For example, specify the region you’re running your business in. Follow the recommendations given under Diagnostics and Optimization tips. Analyze information provided in the «Search query selection and market analysis (β)» report to expand the keyword list and identify the competitors to be analyzed.
- Improve the site’s technical optimization — speed up page loading, make the site mobile-friendly, and add support for navigation across sections.
- Add as many details as possible to help potential clients choose you. For example, integrate a cost calculator or list prices for each room. Include available dates, booking buttons, dining options, and children’s activities, and so on. Ideally, add a 3D tour around your hotel so that users can explore the hotel themselves.
- Include contact options, whether through messaging apps or phone, and assign someone to communicate with customers. Adding awards and ratings from aggregators can also enhance audience loyalty. Additionally, display contact details, prices, and offer direct booking on the site.
