Where do you think most people start planning their travel? Booking.com, Expedia or TripAdvisor? Probably none of them.
When we’re going to do research on any subject, almost everyone’s starting point is Google. When it comes to search traffic, Google is a leader with 4.5 billion searches per day. This is 77% of all searches made on the Internet. Travel and accommodation-related searches are, actually, a small part of this percentage. However, 65% of hotel bookings made through metasearch platforms are made via Google Hotel Ads. Thus, Google Hotel Ads is proven to be the most profitable meta-search platform and a sales channel that shouldn’t be ignored.
So what is Google Hotel Ads?
When first launched in 2011, Google Hotel Ads was a metasearch platform known as Google Hotel Finder. Google Hotel Ads offers an alternative way of booking by helping travelers evaluate pricing, availability, booking options and much more. By displaying your price and availability on Google Hotel Ads you can reach countless users on multiple platforms. Google displays your room prices in direct comparison with travel agencies and allows you to promote your property via computers, tablets, and smartphones running Google applications.
By providing up-to-date information about your price, availability and room types to Google, you can present your property to potential guests who are actively looking for accommodation options on Google Search or Google Maps. For example, if a user makes a general search like “Hotel in Berlin”, they will see a map showing hotels in Berlin, with their prices and availability. When the user clicks on a property that draws their attention, they can see property descriptions, photos, and its comments on the Hotel Details Card. All of this information is pulled from your Google My Business page. The Hotel Details Card also shows the user all the available booking options and best prices comparatively. When the user decides which property is best suited to their needs, they can click on the hotel and are redirected to the property’s website to complete the reservation.
What is Google My Business?
The way to use Google Hotel Ads is through Google My Business. Google My Business is a free registry that optimizes all your property information and makes it easy for travelers to get the information they need. As mentioned above, all the information on your Hotel Details Card is pulled from your Google My Business page. This includes the address, phone number, website, Google Maps location, photos, guest reviews and other information of your property. If your information is up-to-date and complete, your property is more likely to be ranked higher in Google searches. Therefore, keeping your information up-to-date, the quality of your visuals and the comments left by your guests gain importance.
In order to create a registry, all you need to do is to click the “Start Now” button on the Google My Business page. Afterwards, you can complete your registry by answering a few basic questions like the name, location and service area of your property.
How can your property benefit from Google Hotel Ads?
According to Google, 60% of leisure travelers and 55% of business travelers use Google’s search engine to plan their trips. This means a lot of traffic. When a user clicks on your property, they will be redirected to the official website of your property. As a result, the direct, qualified traffic that flows to your website increases significantly.
By the time a user clicks on your property and is redirected to your website, they have already selected certain filters, like price range, availability, location, services, and scoring. So the user is already a highly qualified potential guest even before they reach your booking page. So the net revenue that you generate from your potential guest will be higher than a standard online travel agency visitor.
Remember that, there is no intermediary or agency between you and your guests during this process. As a property owner, you are the one whonmanages the payment collection, the booking and the subsequent processes. This means that you have access to your guests’ data and have the opportunity to improve the relationship after their stay. It is entirely up to you to keep the relationship alive and strengthen it with the marketing activities and loyalty programs that you will develop later on.
With Google Hotel Ads integration that you can start with a single click on HotelRunner, you can display your property on Google and Google Maps, and start receiving bookings directly from these platforms. HotelRunner is the authorized business partner of the Google Hotel Ads Commission Program all over the world. Therefore, you can pay Google commissions through HotelRunner at no additional cost. Moreover, unlike the Cost Per Click (CPC) model on the metasearch system, you pay only after the reservation is realized with the Cost Per Acquisition (CPA) model.
Click here to start your Google Hotel Ads integration and to start receiving bookings from Google now.