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Our corporate sales team had run 7–8 years without much structure. GTMLab brought the strategy, the CRM, and a more systematic way to manage the team — and the result was game-changing.
Riki
Hospitality
Hospitality paid acquisition where the next guest costs less than the last.
We ship paid growth for hotels, resorts, F&B chains, premium specialty brands, and experience operators — with attribution rebuilt at the booking funnel, not optimized around the breakage.
★ ★ ★ ★ ★
Trusted by 200+ brands
Sub-verticals
Every shape of hospitality we've shipped for.
Six specializations under one pod. From multi-property hotel groups to single boutique stays, F&B chains to experience operators. Each has its own funnel quirks — broken attribution is the shared problem.
Hotels
Hotels & resorts (multi-property)
Group + property-level campaign architecture, cross-property guest funnels, member loyalty across portfolio.
Boutique
Boutique hotels (single property)
Direct-to-guest funnels, brand search defense, booking engine attribution, member loyalty programs.
F&B
F&B chains
Reservation conversion, foot traffic + delivery funnels, location-aware ads, multi-location reporting.
Premium F&B
Premium & specialty F&B
Direct-commerce launch funnels, creator-led discovery, gifting + occasion funnels, repeat-purchase modelling.
Experiences
Experiences & attractions
Boat tours, safaris, theme parks, attractions. Capacity-aware booking, weather/seasonality-tuned spend.
Groups
Multi-brand hospitality groups
Brand portfolio architecture, cross-brand guest LTV, group-level + property-level campaign layers.
67%
Of hospitality bookings have broken attribution between click and confirmation
The booking engine lives on a subdomain. The payment page is hosted by SiteMinder or Cloudbeds. The confirmation event fires from a CRM that doesn't talk to the pixel. Each handoff is an attribution break — and most accounts run paid against signal they can't trust. The properties that compound find the leaks before they optimize the campaigns. Anything less is buying ROAS measured against a broken funnel.
Services we ship for hospitality
Every channel and capability we run for hospitality brands.
Twelve specializations under one pod. The full stack a property needs to shift away from OTA dependency — media, creative, funnel, attribution, GTM. Not just media buying.
Channel
Google Ads
Brand search defense · non-brand prospecting · Hotel Ads + Performance Max
Channel
Meta Ads
Destination-aware prospecting · lookalikes from booked-guest cohorts · CAPI through booking engine
Channel
TikTok Ads
Destination-led creative · experiential content · younger demographic acquisition
Channel
YouTube
Property cinematic film · long-form destination storytelling · brand build at scale
Channel
Display & Programmatic
Geo-targeted retargeting · brand defense against OTAs · abandonment recovery
Channel
Affiliate & Creator
Travel creator partnerships · UTM-stitched attribution · paid amplification of organic winners
Service
Performance Marketing
Media buying tuned to yield calendar · multi-property allocation · OTA-to-direct shift architecture
Service
Performance Creative
Property cinematic + UGC pipeline · destination-led creative · testimonial-aware hooks
Service
Funnel & CRO
Booking engine optimization · checkout flow · member loyalty incentive architecture
Service
Data & Analytics
Cross-domain booking attribution · OTA share reporting · guest LTV modelling
Service
GTM & Growth Lab
New property launch playbook · multi-market expansion · brand portfolio architecture
Discipline
Server-Side Tracking
SiteMinder/Cloudbeds/booking engine CAPI · cross-domain stitching · EMQ optimization to 8+/10
Industry challenges
Four problems hospitality brands hit. None of them fix themselves.
Hospitality paid acquisition has its own physics — subdomain booking engines, OTA commission tax, yield calendars, multi-stay economics. Here's how we approach the four that surface on nearly every audit.
01 · Attribution
The booking funnel is leaking signal.
Most hospitality booking funnels run across three or four domains: the main site, the booking engine (often a subdomain), a third-party payment processor (SiteMinder, Cloudbeds, Booking Engine), and a CRM-side confirmation. Each handoff is an attribution break. Most accounts run paid against signal they can't trust — and don't know they can't trust it.
How we approach: Server-side conversion API at the booking engine, GTM-server container with cross-domain pass-through, EMQ optimization to 8+/10. The platform learns from clean signal; the dashboard agrees with the PMS.
02 · OTA
Booking.com commission as a recurring tax.
OTAs take 18–25% of every booking they refer. Most operators accept it as cost-of-business; the ones that compound treat it as a tax to be reduced quarter by quarter. Every direct booking saved is pure margin — the highest-leverage line item in the P&L.
How we approach: Brand search defense, direct-channel incentive architecture, owned-audience retargeting, member loyalty program. 90-day playbook to reduce OTA dependency without losing the search visibility OTAs provide.
03 · Yield
Paid spend that ignores the yield calendar.
Most accounts push paid spend hardest during peak occupancy — when there's no inventory benefit — and pull back during low-demand windows where paid is highest leverage. The yield calendar and the media calendar should be the same calendar. They almost never are.
How we approach: Paid spend tuned to yield curves, dynamic budgets, heavy push in low-demand windows, defensive coverage during peak. The revenue manager and the paid team finally agree on what the paid number should be.
04 · LTV
First-stay CAC ignores repeat-guest economics.
Hospitality is a multi-stay business; first-stay ROAS misses the repeat guests and word-of-mouth that compound a property. Most accounts measure CAC per booking and miss that the same guest is worth 3–5 bookings over the next two years if you measure correctly.
How we approach:Cohort-based guest LTV reporting, member retention tracking, repeat-stay attribution. The campaigns we scale are the ones that produce returning guests — not the ones that fill rooms once.
Funnels we've shipped
The funnel patterns hospitality brands actually run on.
Six funnels we've built and shipped for hospitality accounts. Each is a working pattern, not a template — built around booking-engine attribution, OTA shift architecture, and yield-coordinated spend.
Booking-engine attribution rebuild
Server-side conversion API at the booking engine, cross-domain tracking, third-party provider stitching (SiteMinder, Cloudbeds, Booking Engine). Signal becomes trustworthy before campaigns get optimized.
OTA → owned demand shift
Brand search defense, direct-channel incentive (member-only rates, perks), owned-audience retargeting, lifecycle re-engagement. 90-day playbook to drop OTA dependency 10–20 points.
New property launch playbook
Pre-opening audience build, launch-day burst campaign, post-launch lifecycle, multi-market rollout. From quiet opening to scaled direct-booking inside 6 months.
Yield-coordinated paid spend
Paid spend aligned with yield calendar — heavy push in low-demand windows, defensive coverage during peak. Revenue manager + paid team running off the same calendar.
Repeat-guest lifecycle
Post-stay automation, member loyalty triggers, retargeting ladder for return visits, occasion-aware re-engagement. Turns first-stay CAC into multi-stay LTV.
Experience operator booking funnel
Capacity-aware booking flow, weather/seasonality-tuned spend, tour-group dynamics, last-minute booking burst. Built for boat tours, safaris, theme parks, attractions.
Let’s get started
See what’s hiding in your ad account.
Every ad traced to revenue
Built for growth, not maintenance
Senior operators, no junior handoff
“Most agency audits are templated — they ship the same 12 slides to every account. Ours don’t. Every teardown is custom-cut to your funnel, your spend, your category.”
★★★★★
Trusted by 200+ brands
FAQ
Questions we hear from hotel groups before engagement.
Most groups leak 40–60% of bookings to OTAs (Booking.com, Agoda, Expedia) because their direct-booking funnel is weaker than the OTA experience. We rebuild the direct-booking creative and landing flow to compete on parity-rate offers, loyalty perks, and friction reduction at the booking engine. Most engagements shift 15–30% of bookings from OTA to direct within 90 days — pure margin recovery.
Yes — this is the most common technical work in hospitality engagements. We’ve shipped tracking layers for SiteMinder, Alaric, Cloudbeds, Mews, RoomRaccoon, and custom PMS systems. Booking subdomains get cookie-mirroring, server-side events fire on confirmed reservations, CAPI pushes property-level revenue back to Meta. Property-level ROAS becomes reportable for the first time.
Single pod, property-level account architecture. One growth director, shared creative production, separate ad accounts per property so each one optimizes independently. The reporting layer rolls up to group-level dashboards. This is more efficient than per-property agencies and avoids the “everyone optimizing for their own ROAS without seeing the portfolio” problem.
Budget by booking-window, not by calendar month. We map the lead time from ad impression to checked-in stay (usually 30–120 days depending on segment), then back-time the spend so peak-season bookings get fed in shoulder season. Off-peak budgets shift to repeat-guest retention. The wrong move is matching budget to occupancy — that lags demand by months.
Country-specific creative, localized hooks, currency-aware reporting, multi-pixel architecture where it matters (separate ad accounts per major source market). Same pod, every market. For SEA hotels, we typically run 3–5 source-market accounts (e.g., AU, SG, EU, US, domestic) with creative variants per market. Generic “international” targeting always underperforms.
Yes. First-time guest acquisition runs cold paid social + brand search. Repeat-guest reactivation runs CRM-based retargeting (email + Meta custom audiences from your PMS database) plus loyalty offers. Most groups treat all marketing as “new guest” spend and undervalue the 2–5× payback on reactivation. We split the budget explicitly and report on both separately.
