How hotels use digital out-of-home (DOOH) advertising — traveler locations, seasonal campaigns, creative and measurement. Read it all here, or get the eBook by email.
Travel demand is strong and hotels remain the top lodging choice for business and leisure travelers alike — which means the competition for attention has never been fiercer.
Hotel marketing ultimately does one thing: fill rooms. But the channels most hotels rely on are saturated, and online ads land on audiences armed with ad blockers. Digital out-of-home gives hoteliers a channel that can't be blocked and reaches travelers in the real world — on the road, in airports, in the moments lodging decisions actually get made.
Consumers prefer it too: in Kantar's survey of 11,000 consumers, DOOH outperformed social, TV and online video on being enjoyable, memorable and trustworthy — and half said it prompts purchases 'there and then'.
Programmatic DOOH platforms build audience pictures from anonymized location data: family travelers identified by visits to family venues, business flyers by airport and office patterns, luxury guests by the places they dwell. The platform then finds the screens each audience passes and bids automatically.
That covers every hotel segment — business travelers, families, international visitors, budget and luxury guests — with delivery you can verify screen by screen. Precision targeting is the top reason marketers cite for increasing pDOOH budgets, and most of that increased spend is moving over from traditional OOH.
Hotels know location; DOOH monetizes it. Hand-pick screens near airports (where 54% of travelers notice DOOH ads and two-thirds of those act on them), around travel agencies, along highways where road-trippers decide where tonight's bed is.
OAAA research: 52% of consumers notice digital billboards giving directions to a business — of those, 57% visit immediately and 93% of visitors make a purchase. 'Exit 12, two minutes' is the hardest-working copy in hotel DOOH.
Weather triggers earn their keep in hospitality: a sunshine resort advertising warmth on freezing days, a ski property triggered by snowfall. Traffic data lets you catch commuters dreaming of a weekend away. The classics show the playbook: citizenM's witty 'affordable luxury nearby' panels; Holiday Inn Express directing highway traffic to the next exit, then selling the one amenity every driver craves — a great shower; Fairmont Hot Springs' three-word masterpiece, 'Ski. Soak. Repeat.'
The Neuron puts the whole playbook in one platform: premium screens worldwide, audience and location targeting, weather and traffic triggers, and real-time analytics to optimize mid-flight. The free DOOH Design Studio includes hospitality templates — pick, customize, launch, and your property is on screens in minutes.
Airports, highways approaching your location, and city centers where visitors plan their stay — plus screens near travel agencies and event venues when conferences come to town.
Yes — over half of consumers notice billboards giving directions, a majority of those visit immediately, and almost all who visit make a purchase. Proximity plus directions is hotel DOOH's strongest play.
Yes — programmatic triggers switch creative on live conditions: promote the pool on hot days, the spa when it rains, and catch jammed commuters with a weekend-escape message.
Yes — CPM-based programmatic buying with no minimum commitment means an independent property can run a precise local campaign within a modest budget.
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