From Awareness to Direct Bookings

In the hotel world, it’s not enough to just hope people find you. You’ve got to guide them through every stage of the travel planning journey, from that first spark of awareness to the moment they click “book now.” That’s where the hotel marketing funnel comes in.

The hotel marketing funnel is similar to the classic marketing funnel with awareness, consideration and conversion stages, but the big difference is timing. According to TravelBoom’s 2025 Leisure Travel Study, more than half of travelers start planning their trip one to three months in advance. So you’ve got a decent window to get in front of them and make your hotel stand out, but only if you’re showing up in the right places and setting yourself apart.

The Stages of the Hotel Marketing Funnel Awareness: Get in Front of Future Guests 

The awareness stage of the hotel marketing funnel is about making your hotel visible and appealing to potential guests who are in the early stages of planning. 

Effective Awareness Channels:

• Organic Social Media: Platforms like Instagram and TikTok are influential, with 62% of travelers using them for inspiration. 
• SEO (Search Engine Optimization): Optimizing your website content ensures visibility when travelers search for accommodations in your area.​
• Paid Search: Targeted ads can place your hotel in front of travelers actively seeking options in your location.

Consideration: Standing Out Among Choices

Once travelers start getting serious about their options, they’ll be comparing everything: location, amenities, photos, reviews, and most importantly, price. This is your chance to make sure they choose your hotel, and more importantly, that they book directly with you.

Here’s the thing: OTAs (like Expedia or Booking.com) are great for getting visibility, but they take a big chunk out of your revenue and don’t help build long-term guest relationships. If someone books through your site, you save on fees, keep control over the guest experience, and have more opportunities to connect with them before and after their stay.

So how do you encourage direct bookings over OTAs? It starts with making your website feel like the obvious choice.

Here’s what works:

• A polished, easy-to-navigate website that makes booking simple with no lag and no clutter
• Direct booking perks like 20% off, free upgrades, or complimentary breakfast
• Clear value — show off your standout amenities, local experiences, or exclusive packages
• Flexible policies like free cancellation or late checkout (especially helpful for nervous or last-minute travelers)
• Price — Try and make sure your rates are better than what’s on OTAs

Travelers will go with what feels trustworthy and convenient. If your website offers the best deal and a smoother experience, there’s no reason for them to book anywhere else.

Also worth noting: a lot of travelers don’t even realize they’re paying more when they use an OTA. Use your site and your messaging to remind them they’re getting the best price and the best perks by booking direct.

Conversion: Seal the Deal

This stage of the hotel marketing funnel is where you turn browsers into bookers. If someone is on your website, checking availability, and comparing rooms, you’re so close to sealing the deal.

Focus on:

• Highlighting what makes your hotel different, like rooftop pools, wellness offerings, or pet-friendly perks
• Offering limited-time deals or flexible pricing that feels exclusive
• Making the booking process super smooth on both desktop and mobile
• Keeping things transparent: Pricing confusion is a huge reason people drop off

Also, remember that personalization goes a long way. According to the 2025 Leisure Travel Study, 56% of travelers want tailored experiences. Use that to your advantage in your messaging and offers. 

What to Track: Key Performance Indicators

To know if your marketing funnel is working, you’ve got to keep an eye on the important numbers. Some KPIs will come from your website and ad campaigns, while others will be hotel-specific.

Hotel-focused metrics:

• Direct booking percentage — how many of your guests are skipping OTAs
• ADR (Average Daily Rate) — how much you’re making per room sold
• RevPAR (Revenue per Available Room) — how well your rooms are generating revenue overall

Marketing and campaign metrics:

• Website traffic and impressions
• Social media engagement (likes, shares, saves)
• Click-through rate (CTR) on ads and emails

Most importantly: your website conversion rate

This last one tells you how many visitors actually booked, which gives you a pretty clear picture of whether your marketing is doing its job.

The hotel marketing funnel isn’t just a fancy term, it’s a smart way to map out your guests’ booking journey and make sure you’re hitting the right points at every stage. From awareness to conversion, each step matters.

Stay consistent with your messaging, offer real value for booking direct, and track your performance to keep leveling up. If you do it right, you’ll not only fill more rooms — you’ll build better guest relationships too.

Want a deeper dive into traveler behavior this year? The full 2025 Leisure Travel Study by TravelBoom is packed with great insights.

About TravelBoom Hotel Marketing

TravelBoom specializes in developing and executing customized data-driven marketing solutions that drive direct bookings and growth for its clients. With over 25 years of experience in digital marketing for travel and hotels, TravelBoom leverages advanced data science and analytics to uncover insights and develop strategies that greatly enhance results for our clients and reduce reliance on third-party channels. TravelBoom is also host of the world’s #1 ranked Hotel Marketing Podcast and its quarterly Traveler Sentiment Study both of which can be found at www.travelboommarketing.com.