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Why Hotels Should Add Bing to Their Channel Mix

Hotels traditionally rely on Google Ads for paid search, but the article argues that adding Microsoft Advertising (Bing Ads) can broaden reach and drive incremental direct bookings. Bing’s network, which includes Bing, Yahoo, and partner sites, captures a sizable share of desktop and corporate searches, delivering high‑intent traffic. Because fewer advertisers compete on Bing, cost‑per‑click is typically lower, making brand protection and impression share easier. For independent hotels, this creates a cost‑effective channel to compete with larger chains and reduce OTA dependence.