Booking takes 15% of your revenue. Take back control of your direct bookings.
Snow Globe helps hotels, tourist residences and hospitality businesses win back their direct bookings: brand defence against Booking, acquisition of new qualified customers and reactivation of your loyal guests, through Google Ads and Meta Ads.
- Premier PartnerGoogle, since 2016 (top 3%)
- +30M€of media budget managed every year
- 17–19 yearsof experience in digital acquisition
They trust us
Booking is no longer an acquisition partner — it has become a cost centre
These situations come up again and again with the hotels and tourism businesses that come to us.
Booking takes ~15% of your revenue, without ever passing on the customer's details
It is then impossible to build a direct relationship through your CRM. The customer remains Booking's, not yours.
Your own customers type your business name… and land on Booking
On these brand searches — usually by customers who have already chosen you — Booking often ranks first and charges for a booking it did not bring in.
Your generic campaigns are expensive for poorly qualified traffic
Bidding on broad queries such as « hotel Paris » generates a lot of spend for low-quality traffic — that traffic is better left to Booking, which knows how to convert it thanks to its wide offering.
Your repeat business is never reactivated
A satisfied customer often comes back, sometimes several years in a row — especially for a summer destination. Without targeted reactivation, that potential loyalty is left on the table.
Visitors to your site who don't book simply disappear
Nothing later shows them the other qualities of your business to convince them to come back and book.
No precise measurement of what each booking channel really costs
Without a fine comparison between direct acquisition cost and Booking's commission, it is impossible to find the right balance between revenue captured and profitability.
Three pillars to improve the profitability of your bookings and grow your revenue
The methodology we apply to hotels and tourism businesses, measured precisely to find the best balance between revenue captured and the cost of that acquisition.
Brand defence
We ensure your business dominates its own brand and related queries — usually typed by already-acquired customers, but captured by Booking.
- Search campaigns dedicated to your brand name
- Bookings captured at 3–4% cost rather than 15% commission
- Precise measurement to weigh revenue captured vs cost
Qualified acquisition
Google Ads and Meta Ads — 80% of digital marketing investment in the Western world — complemented by Pinterest or TikTok depending on your positioning.
- Precise queries and audiences, aligned with your business category
- We leave generic terms and low-quality traffic to Booking
- Designed for the repeat business of tourism destinations
CRM reactivation
From the business's audiences, we reactivate customers who haven't returned in a while and site visitors who didn't book.
- On Meta and YouTube, to show other qualities of the business
- Strengthens the ability to convince people to come
- Uses your own audiences rather than buying new ones
A partnership that grows with the results
Riviera Villages (tourist residences, Gulf of Saint-Tropez) and Collection Rivage are among the businesses we have supported for several years.
×7 in 6 years, across both accounts
We have managed the digital investment of Riviera Villages and Collection Rivage since 2019. Continuous management that made it possible to multiply media investment and the results generated sevenfold over the period.
A team that manages your media budgets as if they were its own
Géraldine Talec
Specialized expertise and business intelligence.
Benoît is a passionate expert in his field, who keeps a keen eye every sector of your business.
Snow Globe knows how to advise on best practices to quickly optimize every campaign on each platform, thus obtaining rapid and effective results.
We have been able to reduce our costs in light of increased performance. In a nutshell: Thank you!
Denis Fayolle
Highest levels of professionalism!
A big thank you to Snow Globe for setting up, monitoring, and optimizing our campaigns over time. It is great to have such a good quality service provider for SEA.
David Lindberg
Snow Globe has been working with us for 3 years now and has enabled us to significantly increase our online turnover.
Why choose Snow Globe over another agency?
Many agencies say the same thing: « expertise », « bespoke », « results ». Here is what, in practice, sets our way of supporting a tourism business apart — point by point, without embellishment.
Without Snow Globe
- Booking captures most of your bookings, including on your own brand name
- No customer details passed back, so no direct relationship possible via your CRM
- Generic campaigns (« hotel + city ») that spend budget on poorly qualified traffic
- Repeat business unused: loyal customers are never reactivated
- No precise measurement of the real cost of a booking, channel by channel
- A single advertising platform, no diversification based on your positioning
With Snow Globe
- Domination of your brand queries: bookings captured at 3–4% rather than 15% commission
- Use of your audiences (site, CRM) for targeted reactivation on Meta, Google and YouTube
- Precise targeting of qualified queries and audiences, aligned with your business category
- Repeat business activated: re-engaging customers who haven't returned in a while
- Fine ROI measurement, channel by channel, to weigh revenue captured / cost precisely
- Multi-channel setup (Google, Meta, and Pinterest/TikTok depending on positioning)
Prestigious references and high standards of demand
We work with brands and retailers recognised for their level of demand and digital ambition: Electro Dépôt, Triumph, Fragonard, Square Enix, sloggi.
Other agencies: generally start out after a short stint in digital marketing.
Expertise built on our own investments
Since 2006, we have invested, with our own funds, more than one million euros a year in webmarketing campaigns for our internal activities (e-commerce, affiliation).
Other agencies: sell strategies they have never tested with their own money.
A senior team, not an isolated generalist
We only recruit experienced profiles from the best business schools (EDHEC, SKEMA, NEOMA, KEDGE…). No junior hires, no first jobs. Our director, an INSEAD graduate (MBA), teaches Web Analytics at EM Lyon.
Other agencies: average age 28, 3 years of experience for the person managing your account (source: recruitment sites detailing team structures).
Smart reporting and bespoke tools
Our in-house engineers develop our Webmarketing Dashboard: a unified interface aggregating ads, web analytics and back-office via API — connected to Meta, Google and your booking engine.
Other agencies: no tools, or reliance on external tools (SaaS) billed on top.
A risk-free model
No-commitment plan: you can stop very quickly if the results aren't there.
Other agencies: usually a minimum commitment period and substantial set-up fees.
Governance & transparency
Full access to your accounts (vs a black box). Real-time reporting vs monthly. No hidden kickbacks from platforms or partners. If work is subcontracted, it is disclosed to the client.
Other agencies: strong dependence on the agency, which can lead to technical debt.
Culture & posture
Human scale — 15 people. The director knows every client. You are a major account in a small agency.
Other agencies: an industrial approach — you are a small account in a large agency.
Clear pricing, tailored to the size of your business
Public pricing, no surprises. The final amount depends on the number of channels and the media budget managed.
To audit your dependence on Booking and start defending your brand.
- Audit of your Booking dependence and brand positioning
- Search development (brand)
- Monthly reporting
- Full account access
- No commitment
The format chosen for a complete setup: brand, acquisition and reactivation.
- Search (brand + acquisition) + Meta Ads
- CRM reactivation strategy (Meta, Google, YouTube)
- Segmentation by positioning and by season
- Bespoke webmarketing dashboard
- No commitment
For multi-site groups and complex seasonality challenges.
- Full multi-channel strategy (Google, Meta, Pinterest, TikTok depending on positioning)
- Management by business and by season
- CRM ↔ reactivation campaign alignment
- Dedicated senior consultants
- 3-month commitment
No-commitment model (excluding the Leader plan) — full access to your accounts and total transparency, whatever the tier.
What hotels and tourism businesses ask us before getting started
How do you measure what Booking really costs us?
We compare, booking by booking, the direct acquisition cost (typically 3 to 4% via brand campaigns on Google Ads) to the average 15% commission taken by Booking. This precise measurement makes it possible to find the best balance between revenue captured and the cost of that additional acquisition.
Why does Booking rank on our business name?
These brand searches are usually typed by customers who have already chosen you. Booking often ranks first and takes a commission on revenue for which it no longer really adds value, since it plays no acquisition role on that traffic. Our first pillar is to defend that position for you.
Does working with you mean dropping Booking overnight?
No. We don't work against Booking as a channel, but against excessive dependence and commission paid without added value on your already-acquired customers. The goal is to rebalance the booking mix towards direct, measuring profitability precisely at every step.
How do you handle the seasonality of a tourism business?
Acquisition and reactivation campaigns are segmented by season. For summer destinations in particular, we focus on reactivating loyal customers likely to return each year, anticipating key booking periods.
Meta Ads or Google Ads: which should a hotel prioritise?
Both, in complementary roles: Google Ads to capture already-qualified demand (brand and precise queries linked to your positioning), Meta Ads to discover new audiences and reactivate your existing visitors and customers. Pinterest or TikTok can be added depending on your positioning.
Can you use our existing customer base for reactivation?
Yes, that's the third pillar of our method. From your audiences (customer base, site visitors who didn't book), we build reactivation campaigns on Meta, Google and YouTube to win back customers who haven't returned in a while.
Do you work with independent businesses or only hotel groups?
Both. The method applies just as well to an independent business as to a multi-site group, with management adapted per business where needed.
Are we committed for the long term with Snow Globe?
No, apart from the Leader plan. Our model is commitment-free: we have to prove our value every month rather than assume it's locked in on a long contract.
Request your free audit
20 minutes to assess your dependence on Booking, your ranking on your brand queries and the reactivation potential of your loyal customers.
- Free audit of your Booking dependence and digital acquisition
- Reply in under 24 hours
- No commitment following the conversation
