Hotel Facebook ads and hotel Facebook ad examples with the video script written for your property

Yes, for hotels that use them to sell a stay to a specific guest rather than to show the building. Travel is planned on the phone, weeks or months before anyone types a city and a date into a booking site. Facebook and Instagram are where you can reach a couple in Chicago who would like a weekend in Door County before they have decided where to go, and a video is how you make your property the answer before a comparison grid turns it into a price.

The second reason is money. Every booking that starts on an online travel agency pays that agency a commission, and every booking that starts on your own site does not. A hotel Facebook ad that sends people to your book direct page is a way to buy some of those guests back, and the calculation is simple: if the ad spend per booking is lower than the commission you would have paid, the ad is profitable before it does anything else.

Where hotel ads fail is the creative. A carousel of photos that already sit on every listing gives a traveler no reason to choose you. A 20 second video in which someone opens the curtains on the view, shows the one detail the photos miss and says what is a short walk away gives them one. That is the ad the brief is built for. If your guests already post about their stays, the same structure works for UGC testimonials cut from their videos with permission.

Five formats cover almost every hotel campaign. All five can be filmed on a phone in a day, and the generator writes each of them from one description of your property: the room tour as a product demo, the guest story as a testimonial, the owner or manager as a founder to camera.

Start with the room tour. It is the cheapest to make, it works for prospecting and for retargeting, and it is the format the catalog ads Meta builds from your feed cannot produce for you.

Meta sells a dedicated hotel ad product that builds ads from a hotel feed and shows each person the properties and dates they looked at. Its developer documentation says hotel ads use four events: Search "On the hotel search results page", ViewContent "On the hotel details page", InitiateCheckout "When the user enters the payment screen" and Purchase "On the booking confirmed page". The Purchase event requires content_ids, value and currency, and check-in and check-out dates are listed as highly recommended on every event.

That setup belongs to your booking engine and whoever manages your Meta account, and it does one job well: it follows up with people who already searched your site. It does not find new guests, because the creative it renders is your feed photos with a price on top. Video is the half of the plan that reaches people who have never heard of you, and the retargeting ads then have someone to retarget. The two work together, and only one of them needs a script.

If a hotel ad shows a price, it has to show the total price. The FTC's Rule on Unfair or Deceptive Fees, 16 CFR Part 464, took effect on 12 May 2025 and covers "any business that offers, displays, or advertises live-event tickets or short-term lodging", which the FTC defines to include a hotel, motel, inn, short-term rental or vacation rental. Section 464.2 makes it a violation "to offer, display, or advertise any price of a covered good or service without clearly and conspicuously disclosing the total price", and requires the total price to be disclosed "more prominently than any other pricing information".

The total price includes mandatory fees the business knows about upfront, which is where resort, amenity and destination fees end up. The FTC's guidance says the price shown upfront does not need to include "taxes or other government charges".

The practical consequence for a video script is that the price line is a decision, not something to improvise on camera. Our scripts leave a marked line for your all-in figure so that you, not the person holding the phone, decide what it says. We do not check your ads for compliance; the rule is quoted here so the brief starts in the right place. If you collect guest videos as well, the video testimonials page covers how to brief a guest so the story stays in their own words.

Many hotel videos come from a creator who stayed for free or at a discount. The FTC's Endorsement Guides treat that as a material connection: when a connection between the endorser and the advertiser "might materially affect the weight or credibility of the endorsement" and the audience would not expect it, it must be disclosed clearly and conspicuously. A free night is exactly that kind of connection, and it applies when you run the creator's video as your own ad as much as when they post it.

The fix is simple and it belongs in the brief, before filming: a spoken or on-screen line that says the stay was hosted, and the same words in the ad copy. A guest who paid full price and agreed to be filmed has no connection to disclose, but they still need to agree in writing before their face runs in a paid ad. If you plan to cut several ads from one stay, our video ad script page covers how to plan the hooks and the alternate openings in one brief.

Everything that would otherwise be decided by whoever is holding the phone. This is what a hotel video brief should cover, including the rows you fill in yourself.

The brief arrives as editable text. Add your price and your property's own details, share it with whoever films, and film the approved version.

Fifteen to twenty seconds for a room tour, thirty for a guest story. That is long enough for a hook, three details and an ask, and short enough that most people who stop on the first frame see the price and the property name. A neighborhood walk can run to 45 seconds when the walk itself is the point.

Shoot vertical. Reels and Stories are 9:16, and the same footage cut to 4:5 covers the Facebook and Instagram feeds. Put the property name and the ask on screen as text as well as in speech, because a large share of people watch without sound. If you are planning a separate Reels push, the Instagram Reels ads page covers the placement in more detail.

Two costs, and they are separate. The media is what you pay Meta, and you set that budget yourself in Ads Manager, from a small test to a full season. The creative and management are what you pay an agency, a hospitality marketing firm or a freelancer, and that range is wide: we put twelve US vendors' own published prices on one basis in what hotel marketing agencies charge.

The script is the cheapest part to get right. A brief from UGCMarketplace costs nothing for the first one and $49 a month on Pro for unlimited briefs, and a room tour filmed by your own team costs an afternoon. What you then pay Meta is the number that decides whether the campaign works, and it works when it costs less per booking than the commission you would have paid for the same guest elsewhere.