In the competitive landscape of the hotel industry, investing in online advertising is a must for attracting new customers and maximising the visibility of your business. Google Ads reigns supreme in the digital advertising sector, but it is not the only platform available. Microsoft Advertising offers opportunities that are often underestimated by hoteliers, despite its constant growth and its potential in reaching a qualified audience. Let's take a look at why this platform can really make a difference.
Many advertisers focus exclusively on Google, overlooking a significant chunk of the market. The number of users that use alternative search engines such as Bing and Yahoo, whose advertising space is managed by Microsoft, accounts for between 5% and 10% of Internet users. In terms of numbers, we're talking about an audience of between 250 and 500 million people. This number is set to grow, thanks in part to the launch of Microsoft Copilot, a tool that is promoting greater integration of artificial intelligence in online searches.
In fact, by 2023, thanks to the integration of ChatGPT that made Bing the first AI-driven search engine, the number of searches increased dramatically, rising to almost 100 million active users per day. The evolution of the platform and the adoption of new technologies are expected to replicate these successes, laying the foundations for lasting growth.
Beyond the numbers, what makes Microsoft Advertising particularly strategic is the type of users it reaches. Bing users, particularly in the markets of English-speaking countries, generally have a higher purchasing power than Google. According to research carried out by WordStream, they spend up to 22% more. What's more, many people access search engines from company devices with preset Windows systems, ensuring a highly qualified target for the hotel sector.
In addition to this, there is the advantage of lower levels of competition: while advertising auctions on Google are often very competitive, on Microsoft Advertising the lower number of advertisers means better budget management and greater efficiency of activities.
Another strength of the platform is how easy it is to use: those who already work with Google Ads will find the interface and operating method very similar, making it easy to integrate Microsoft Advertising into their hotel's digital strategy.
Investing in Microsoft Advertising also allows you to reduce your dependence on OTAs. By adopting a targeted strategy, hoteliers are able to strengthen their direct channel and improve sales. In the first year of activity, the conversions generated on Microsoft Advertising grew steadily, rising from 2.5 million euros in 2021 to almost 10 million euros in 2024, with percentage increases consistently in double figures. Thanks to the performance of our BMS, which has already been extensively tested on Google, and our contractual plan based on return on investment, our hotels have been able to maximise direct sales on the Microsoft platform too, keeping costs down and only paying on the basis of tracked reservations.
