Stay Visible. Capture Demand. Influence Bookings.
A fully managed, performance-driven media program built for member hotels and today’s AI-powered travel search landscape.
Program Overview
Paid search ensures your hotel is visible at every critical moment, from initial inspiration to final decision. Without it, OTAs often win the booking—many times at a higher cost to your hotel. Preferred’s Paid Search Program leverages Google’s most advanced bidding tools—including audience targeting, booking intent signals, and AI-based optimization—designed to prioritize conversion-ready travelers and increase hotel visibility during high-intent travel searches.
Campaigns drive bookings on preferredhotels.com, iprefer.com, or your own site after exposure.
48% of users exposed to Preferred’s campaigns ultimately book directly via the hotel’s website.
Benefits of Paid Search with Preferred
Every day, OTAs are bidding on your hotel name. Preferred’s program defends your hotel’s impression share, elevates and supports your message, and redirects high-intent traffic to your advantage.
On average, member hotels observe 25-35% impression share gaps on brand terms due to OTA competition.
Whether travelers book through Preferred or visit your site directly after exposure, our efforts are designed to influence conversions and protect your share of demand. Our campaigns don’t replace your own—they amplify them. Think of it as an added layer of protection and promotion, built specifically for loyalty-based, branded, and intent-driven searches.
Key Advantages
Hotels that participate in our paid search program see 20% more revenue, on average, annually.
Adapted for the Future of AI-Powered Search
As Google and Bing roll out AI-generated results and overview panels, the traditional path to visibility is changing. Organic listings are being replaced or pushed down—and paid placements are now essential to stay in front of travelers during key planning moments. Through Preferred’s program, you gain early access and benefit from enterprise-level innovation, automatically:
Cost Structure & Plus-Up
Preferred’s base-level PPC is included in your co-operative marketing participation, at no additional cost.
For hotels looking to drive even more visibility and performance, incremental investment through Plus-Up tiers are now available.
Plus-Up Tiers
Plus-Up investments are dynamic and tailored to each hotel. During the Marketplace enrollment process, you’ll see recommended budget ranges specific to your hotel. Plus-Up tiers are optional and built to scale with your business goals, seasonality, and marketing priorities.
| Tier 1 | Adds momentum above base-level Marketplace spend |
| Tier 2 | Broadens reach and increases conversions, increases both budget and bidding strength |
| Tier 3 | Optimized for maximum bookings and ROI |
FAQs
Does this replace my hotel’s own paid search efforts?
No. It’s designed to complement—not compete with—your existing strategy.
Can I see results for my property?
Yes. Upon request, hotels may receive high-level reporting on impression share, CTR, and booking activity. Please contact your Regional Director for more information.
How does this help with AI-powered search?
We’re testing ad placements in Google’s AI Overviews and optimizing metadata to help surface your hotel in emerging formats.
Can I tailor my hotel’s targeting to key source markets or specific destinations?
Yes. To discuss your hotel’s strategy, please email themarketplace@preferredhotels.com.
What if I don’t invest in Plus-Up?
You still benefit from base-level PPC included with co-operative marketing participation. Plus-Up is entirely optional and intended for hotels looking to drive more competitive visibility and ROI.
Can I opt out of the program?
Yes, with 30 days’ written notice. However, participation helps protect your share of voice in a competitive digital landscape.
