Hospitality performance is Meta local + Google local + platform-ad ops (Zomato, MMT, Goibibo). Each plays a different role: Meta local for discovery and acquisition, Google local for high-intent booking queries, platform ads for competitive visibility where aggregator dominates. We plan to net commission - a booking via Meta ad direct to website is different economics from a booking via Zomato. That framing changes what we optimise toward. Two campaigns can report the same cost per booking while one leaves fifteen to twenty-five percent of the bill with an aggregator and the other does not, so we score the account on what actually reaches your bank rather than on the number the ad platform reports. It also means some spend is defensive by design, bought to hold visibility on a platform where absence costs more than the ads do.
Meta hospitality: geo-radius targeting, offer-driven creative, Reels + Stories dominant. Google: booking-intent queries ('book table', 'rooftop restaurant X'), local-pack ads, Hotel Ads where applicable. Platform ads: Zomato sponsored restaurants, MMT/Booking.com sponsored hotels. Event pushes (NYE, festivals, weekends) are high-ROI concentrated campaigns. Two structural facts shape everything else. The first is that hospitality demand is compressed into narrow windows, so weekend evenings, festival weeks and the December-January stretch carry a disproportionate share of the year's revenue and require budget pacing that most always-on account structures handle badly. The second is that the venue itself is the ceiling: advertising can fill a Tuesday but it cannot fix slow service or a menu that is not working, and a campaign that drives footfall into a poor experience buys negative reviews at scale. Budget also has to be paced against a calendar rather than spread evenly, since a rupee spent on a dead Tuesday in August buys far less than the same rupee spent in the week before New Year. The Club Mumbai is our named hospitality client, and we run this work from the Powai office.
