Hotels worldwide often face the challenge of maintaining steady bookings, particularly during low season periods. Traditional markets like Germany, France, or the United States can be oversaturated and increasingly expensive to advertise in, driving up the cost of customer acquisition. To counter these obstacles, many hoteliers are seeking alternative destinations where wealthy travelers are plentiful and online advertising costs remain relatively manageable. Below, we highlight twelve such countries selected for two main reasons:
- Potential: A strong propensity for higher-end travel expenditure per individual,
- Profitabilty: A relatively low cost of online advertising (Cost per click – CPC and Cost per 100 views – CPM).
Quick Summary:
| Country | Avg. Cost Per Click | Avg. Travel Spend Per Capita | Outbound Tourists Per Year (million) |
| UAE | $0.80 | $2,500 | 7m |
| Saudi Arabia | 0.90 | $1,800 | 8m |
| Italy | $1.20 | $2,000 | 60m |
| Spain | $1.10 | $2,100 | 50m |
| Poland | $0.70 | $1,500 | 20m |
| Czech Republic | 0.60 | $1,400 | 10m |
| Portugal | $0.80 | $1,700 | 12m |
| Sweden | $1.00 | $2,200 | 25m |
| South Africa | $0.50 | $1,200 | 5m |
| China | $0.70 | $2,500 | 150m |
| Malaysia | 0.60 | $1,300 | 10m |
| South Korea | $1.00 | $2,000 | 20m |
Compared to:
| USA | $2.50 | $2,800 | 93m |
1. United Arab Emirates (UAE)
The UAE is celebrated for its modern infrastructure and opulent lifestyle, making it a top choice for travelers seeking luxury. Affluent locals and expatriates alike often prioritize high-quality international experiences and are highly engaged online. With a stable economy and continuous growth in outbound travel, the UAE presents a prime opportunity for hotels looking to fill rooms during off-peak seasons.
- Avg. CPC: Approx. $0.80 (source: Statista)
- Avg. Travel Spending per Capita: Around $2,500 (source: UNWTO)
- Outbound Tourists per Year: About 7 million (source: UAE Tourism Board)
2. Saudi Arabia
Saudi Arabia has been undergoing significant social and economic reforms, contributing to a burgeoning luxury travel market. Its citizens, particularly high-net-worth individuals, are increasingly seeking upscale international destinations. With relatively lower competition in the digital advertising space compared to Western nations, hotels have an opportunity to run cost-effective campaigns targeting affluent Saudi travelers.
- Avg. CPC: Approx. $0.90 (source: Statista)
- Avg. Travel Spending per Capita: Around $1,800 (source: UNWTO)
- Outbound Tourists per Year: Approximately 8 million (source: Saudi Tourism Authority)
3. Italy
Italy itself is a luxury hotspot, famed for its fashion, history, and cuisine—but Italians also love to explore other premium destinations abroad. This developed market has a discerning traveler base that seeks culturally rich and exclusive experiences. While Italy is a highly connected market, online advertising costs are often less prohibitive than in the United States or UK, providing an appealing ROI for hotels.
- Avg. CPC: Approx. $1.20 (source: Google Ads Benchmarks)
- Avg. Travel Spending per Capita: Around $2,000 (source: Statista)
- Outbound Tourists per Year: Nearly 60 million (source: UNWTO)
4. Spain
Spain boasts a strong tradition of travel, both domestically and internationally. Spanish consumers tend to favor unique, experience-driven luxury trips, whether for family vacations or romantic getaways. The country offers an attractive digital advertising environment where CPCs are often more manageable than in Northern Europe or North America.
- Avg. CPC: Approx. $1.10 (source: Statista)
- Avg. Travel Spending per Capita: Around $2,100 (source: UNWTO)
- Outbound Tourists per Year: Nearly 50 million (source: Spanish Tourism Institute)
5. Poland
Poland’s rapidly developing economy has nurtured a growing affluent middle and upper class with a taste for luxury travel. Many Poles are increasingly venturing abroad, seeking both cultural enrichment and premium holiday experiences. The relative affordability of online ads in Poland makes it a strategic market for hotels looking to diversify their clientele.
- Avg. CPC: Approx. $0.70 (source: Google Ads Benchmarks)
- Avg. Travel Spending per Capita: Around $1,500 (source: Statista)
- Outbound Tourists per Year: Roughly 20 million (source: UNWTO)
6. Czech Republic
The Czech Republic has seen steady economic growth, producing a burgeoning segment of travelers interested in luxury experiences overseas. Known for valuing culture and comfort, Czech travelers often invest in premium accommodations. Online advertising costs remain relatively competitive, offering a cost-effective route to target discerning consumers seeking upscale getaways.
- Avg. CPC: Approx. $0.60 (source: Statista)
- Avg. Travel Spending per Capita: Around $1,400 (source: UNWTO)
- Outbound Tourists per Year: About 10 million (source: Czech Tourism Board)
7. Portugal
Portugal is renowned for its scenic vistas and refined lifestyle, and its population is increasingly exploring high-end international travel. With a growing economy and robust digital engagement, online marketing remains comparatively affordable. Luxury-focused hotels can leverage cost-effective campaigns to attract Portuguese travelers who appreciate unique and memorable holiday experiences.
- Avg. CPC: Approx. $0.80 (source: Google Ads Benchmarks)
- Avg. Travel Spending per Capita: Around $1,700 (source: Statista)
- Outbound Tourists per Year: Roughly 12 million (source: UNWTO)
8. Sweden
Sweden’s high standard of living and well-educated populace contribute to a strong market for premium travel. Swedish travelers often seek experience-based and sustainable luxury offerings. Although it is a developed market, digital advertising costs in Sweden are still more competitive compared to other Northern European countries, presenting a good balance between ad spend and ROI.
- Avg. CPC: Approx. $1.00 (source: Statista)
- Avg. Travel Spending per Capita: Around $2,200 (source: UNWTO)
- Outbound Tourists per Year: About 25 million (source: Swedish Agency for Economic and Regional Growth)
9. South Africa
South Africa is home to a growing affluent class increasingly looking beyond the continent for luxury holiday options. As the country’s economy evolves, more consumers are incorporating international travel into their lifestyle. Online advertising costs tend to be lower than in many Western markets, making South Africa a cost-efficient prospect for hoteliers aiming to attract high-value guests.
- Avg. CPC: Approx. $0.50 (source: Google Ads Benchmarks)
- Avg. Travel Spending per Capita: Around $1,200 (source: Statista)
- Outbound Tourists per Year: Roughly 5 million (source: UNWTO)
10. China
China’s flourishing middle and upper classes have transformed it into one of the world’s largest outbound travel markets. Even though some segments are highly competitive, the sheer size of the market and its strong inclination toward luxury experiences present enormous potential. Digital ads, especially on local platforms, can still offer favorable CPC rates relative to the enormous consumer reach.
- Avg. CPC: Approx. $0.70 (source: Statista)
- Avg. Travel Spending per Capita: Around $2,500 (source: UNWTO)
- Outbound Tourists per Year: Approximately 150 million (source: China Tourism Academy)
11. Malaysia
Malaysia’s robust economy and a growing affluent segment make it an attractive market for luxury travel promotion. Local travelers value comfort, novelty, and memorable experiences when going abroad. Despite being a dynamic market, online advertising in Malaysia is still cost-friendly, offering a compelling avenue for hotels to gain exposure.
- Avg. CPC: Approx. $0.60 (source: Google Ads Benchmarks)
- Avg. Travel Spending per Capita: Around $1,300 (source: Statista)
- Outbound Tourists per Year: About 10 million (source: UNWTO)
12. South Korea
South Korea is a technologically advanced nation with a high disposable income and a strong cultural emphasis on travel. Known for its trend-focused consumer base, South Korean travelers often seek premium, fashionable experiences abroad. While the market can be competitive, digital advertising remains relatively efficient compared to some Western regions, delivering promising returns for focused luxury campaigns.
- Avg. CPC: Approx. $1.00 (source: Statista)
- Avg. Travel Spending per Capita: Around $2,000 (source: UNWTO)
- Outbound Tourists per Year: Roughly 20 million (source: Korea Tourism Organization)
Conclusion
Venturing beyond conventional, oversaturated markets can be a game-changer for hotels aiming to boost occupancy and revenue, especially during slower periods. By targeting these twelve less obvious yet highly promising countries, you stand to benefit from a combination of high-value travelers and cost-effective online advertising opportunities. Embracing innovative campaigns, localizing your messaging, and tailoring offers to the cultural preferences of these markets can unlock a steady stream of luxury bookings. The potential is vast—seize it, and let your resort flourish in an increasingly competitive global landscape.
