You're spending the same ad budget on every city, every month. Your guests don't come from everywhere, and they don't book all year. Your media plan should know that.
Two cheap, overlooked levers separate efficient hotel media from wasted spend: where you advertise, and when.
Where -> feeder-market targeting:
Your bookings come disproportionately from a handful of cities, your drive market and key fly-in feeder markets. Pull last year's reservations, find your top origin markets, and concentrate spend there. Advertising nationally when 70% of guests come from five cities is lighting money on fire. Layer in past-guest lookalikes within those markets for compounding efficiency.
When -> seasonal flighting:
Demand isn't flat, so spend shouldn't be either. Push budget into your booking windows, the weeks when guests actually plan your high seasons and events, and pull back during dead periods where ads just buy impressions, not bookings. Be loudest exactly when intent peaks.
Together: the right markets, at the right time. Same budget, far more bookings.
Do this week: pull your bookings by guest origin city and rank them. That list is your media map.