Industries · Venues, fitness and education
Marketing for hotels and B&Bs that wins more direct bookings
More direct bookings from Google, local search, Meta and email, so you pay booking sites less commission and own the guest relationship.
How do hotels and B&Bs get more direct bookings?
Hotels and B&Bs get more direct bookings by ranking for their location and style, with pages and photos that match what guests search, by showing a clear best-rate offer, by running Google and Meta campaigns, and by emailing past guests. Lead Gems builds this for UK independent hotels, B&Bs and guest houses, so fewer bookings go through commission-charging sites.
The demand
What your clients search for every month.
Clicks are cheap, but the booking sites bid heavily on the same searches. A strong direct offer and good local pages are what win guests back.
UK Google Ads data via DataForSEO, October 2026. Cost per click is the average advertisers paid.
The problem
Where hotels and b&bs lose clients.
We see the same gaps again and again. Each one is fixable, and most cost more than the marketing that fixes them.
Commission on every booking
Booking sites take a share of each stay and own the guest data.
A website that is hard to book on
Slow pages, unclear availability and a clumsy booking form send guests back to the big sites.
Seasonal gaps
Midweek and off-season rooms stay empty without targeted offers.
Past guests never hear from you
Guests who loved their stay rarely return unless you ask them to.
Reviews spread across sites
Reviews on several platforms are hard to manage and slow to build.
What works
The services that work for hotels and b&bs.
We start with the one or two that fix your biggest gap, then add the rest once those are paying back.
- ConvertWebsite Design
Fast, photo-led pages with a simple booking path and a clear best-rate message.
→ - Get foundLocal SEO
Google Maps visibility, photos and reviews for your property.
→ - Paid trafficPPC & Google Ads
Google Ads for stays in your area, timed to demand and occupancy.
→ - Follow upEmail Marketing
Offers and reminders that bring past guests back directly.
→ - Paid trafficFacebook Ads & Paid Social
Meta ads for breaks, weddings and events, aimed at local and regional audiences.
→
Clear pricing and honest reviews
UK consumer law requires accommodation prices to include compulsory fees, and bans fake or hidden-incentive reviews. Offers must be real and not misleading.
We show the full price up front, keep promotions accurate, and use real guest reviews, so your marketing stays within the rules and builds trust.
Results from similar businesses
The same approach, proven elsewhere.
We have not published a case study for hotels and b&bs yet. These real results come from businesses that win clients the same way.
36
weddings booked from email
A Cheshire wedding venue had years of past enquiries sitting in a spreadsheet. We built an email nurture programme for couples at every stage, from first enquiry to viewing.
39%
of bookings made out of hours
An East London aesthetics clinic relied on organic Instagram reach, which had fallen sharply. We launched Meta campaigns, set up 24/7 online booking with automated reminders and built an email list from zero.
Find out how to win more direct bookings.
Tell us about your property and your quiet periods. A specialist will come back with what to fix first.
Questions
Hotels and B&Bs marketing questions, answered.
How do independent hotels get more direct bookings?
With a fast website that makes booking simple, a clear best-rate offer, strong local visibility and email to past guests.
How much does Google Ads cost for hotels and B&Bs?
In the UK, a click for "bed and breakfast near me" averages around £1, and "country house hotel" around £1. Booking sites compete on the same terms, so a strong direct offer matters.
Does email help hotels?
Yes. Past guests are the cheapest bookings you can win. Timed offers and reminders bring many of them back without commission.
Can you help with weddings and events at our hotel?
Yes. Weddings, events and meeting space need their own pages, forms and follow-up, separate from room bookings.
Do you have hotel case studies?
Not yet published. The results on this page come from a wedding venue and a clinic, which also win repeat and direct bookings through email and local search.
Still have a question? Call 020 4652 1887 or send us a message.
From our insights
Guides for hotels and b&bs.
Practical answers from the specialists who run these campaigns every day.
More in venues, fitness and education
Find out how to win more direct bookings.
Tell us about your property and your quiet periods. A specialist will come back with what to fix first.
Or send a quick message