The Role of Third-Party Cookies in Hotel Advertising

If Google’s announcement to phase out third-party cookies for hotels and its recent change of heart have you confused, you’re in the right place. The original decision to sunset cookies on Chrome and enhance user privacy carried significant implications for the advertising industry, particularly for hoteliers who rely heavily on targeted campaigns to reach potential guests. Now that Google has done an about-face on the issue, hoteliers must once again figure out what this means for their marketing strategies. 

Read on to learn about the role cookies play in hotel advertising and how to shape your strategies not only to adapt to changes Google throws your way, but also to flourish in a privacy-friendly digital landscape.

What Are Internet Cookies?

Cookies are small text files stored on a user’s browser that track searchers’ online activity and remember data like logins, shopping cart items, and search history. Though cookies offer conveniences, like saving a person’s browsing preferences and holding a hotel room reservation while you compare properties, they also introduce privacy concerns. 

First-Party vs. Third-Party Cookies

First-party cookies are created by the website you’re visiting. They’re generally seen as less intrusive, as they enable basic website functionality. Third-party cookies, on the other hand, are placed by other domains (like ad networks) and track users across multiple sites, enabling targeted advertising.

How Hotel Advertisers Use Cookies 

When Google tracks searchers’ behavior across its network of websites and services, hoteliers gain data to inform their remarketing ads and other strategic campaigns. Users who are served an ad tailored to their interests and behavior are more likely to engage with it and convert, boosting the property’s direct bookings.

If third-party cookies go away, hotel marketers could lose a crucial tool for tracking consumer behavior, in turn impacting their capacity for targeted advertising and campaign measurement—unless they adapt their strategies to reduce their reliance on this data.

Privacy-Sensitive and Cookieless Advertising Strategies for Hotels

If hoteliers learned one thing from Google’s original plan to phase out third-party cookies in 2022, it’s that the tech giant reserves the right to change its mind. Google’s latest proposal will allow cookies to continue while giving users more control over their online privacy, offering “a new experience in Chrome that lets people make an informed choice that applies across their web browsing.” 

This means hoteliers should begin adapting profitable hotel marketing channels to account for data tracking updates and privacy changes. By focusing on first-party data, exploring alternative targeting strategies, and prioritizing guest privacy, you can build a resilient marketing plan that won’t become obsolete every time Google introduces new third-party data rules—here’s how:

Prioritize First-Party Data Collection

For many hoteliers, first-party data from email lists and loyalty programs will replace third-party cookies or at least reduce a hotel marketer’s reliance on them. Your website and CRM are goldmines, so doubling down on guests’ data collection through these resources is invaluable for personalized marketing. The property’s website, email lists, a hotel loyalty program, and on-property interactions are excellent sources of data.

Invest in Contextual Advertising

Contextual advertising targets ads based on the content of the webpage, not user behavior. You’ll choose the topics or keywords to target and your ads will be shown to a relevant audience. This is a privacy-friendly way to reach potential guests. 

Create Compelling Ad Experiences

Focus on eye-catching visuals, compelling copy, and clear calls to action to drive engagement, even without granular targeting. Hoteliers can use Generative AI to streamline content creation and tailor ads and landing pages to capture a specific audience’s eye. Influencer marketing for hotels and other collaborations are additional ideas to expand your audience without relying on third-party cookies.

Monitor and Optimize

When—or if—cookies go away, hotels stand to lose access to data on guests’ demographics, browsing habits, and user behavior, but that doesn’t bring an end to tracking and campaign performance metrics completely. Google’s phase-out simply means that methods other than third-party cookies, such as IP addresses, geospatial data, and social media metrics become more important. Hoteliers can also explore server-side tracking with Google Analytics 4 and other tools to better understand their audience.

Prioritize Hotel Guests’ Privacy

Make your privacy policy and cookies pop-ups a priority to offer guests transparency about your first-party data collection. Also, when guests understand how cookies might improve their user experience, they are more likely to opt in and join your audience. Staying abreast of privacy regulations like the EU’s General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) can also help you avoid penalties.

Remember, the future of hotel marketing lies in building meaningful relationships with your guests and delivering exceptional, personalized experiences. Embrace this change and emerge as a leader in the privacy-first era of digital advertising.

Need help navigating this new landscape? TravelBoom’s team of experts is here to guide you. Contact us today to explore how we can help you thrive in the evolving world of hotel marketing.