Summary- The blog elucidates as to how marketing done via Google Hotel Ads can help hoteliers to get their marketing game on track and build up business profits in a speedy way.
It’s been a little over eight years since Google entered the hotel space, and in 2019, we can safely declare them to be the undisputed king of hotel metasearch. Since its acquisition of ITA Software in 2010, Google has been making steady inroads into the travel domain.
Google’s ambition is clear. It’s not satisfied being a search engine for hotels and flights but wants not be a part of every point of a consumer’s online travel journey – right from dreaming to planning to booking and then in deciding on the activities during the trip.
Accounting for 77% of the world’s total search traffic, Google is the first touch point in the online purchasing journey for most travelers. According to a recent study by our partner Roiback, Google Hotel Ads (GHA), which publishes hotel prices in real time, now represents 65% of hotel bookings coming from metasearch engines. In the last couple of years, the popularity of the platform has grown exponentially amongst hoteliers even as OTAs dominate traditional metasearch channels.
Last year, Google rolled put a Hotel Center in Google Ads to simplify the hotel price management. The new enhancement allows hotel groups to manage multiple bid campaigns from within Google Ads’ main interface. As metasearch become the forefront of consumer research process, Google Hotel Ads, with improved booking capabilities that includes rice filtering and amenity details with have emerged as a platform hotel can no longer ignore.
The OTAs, with their financial and technical prowess, have been the dominant player in the hotel search results. The Google Hotel Ads is an opportunity for hoteliers to drive direct traffic to their website. By taking part in the campaign, hotels can have their listing shown up similar to paid results whenever potential guests make search for accommodation. The rates are displayed along with OTAs, enabling hoteliers to reach out to future bookers across devices.
As the guest moves from the generic search to specifics like filter, price range, location etc, available hotels are shown in list format alongside a map. Hotels which are part of the campaign and are providing up-to-date information on rate and availability can show their direct link when the user takes an interest.
The Hotel Details Card aggregates and displays available booking options in one place and show the best value to be had across the web. The potential guests can click on their preferred advertiser and will be brought directly through to that website to complete their booking, thereby giving hoteliers an equal opportunity to compete with OTAs.
True, it’s not easy for hoteliers to compete with OTAs, which have digital marketing specialists and high advertising budgets. Hoteliers have a task that goes beyond wooing customers to make bookings, as they also have to focus on many other aspects to offer an unparalleled experience to guests.
Hoteliers who wish to reverse the trend in the online booking market and drive direct bookings can use Google Hotel Ads to benefit from online search traffic and have an edge over OTAs.
Connect to Google Hotel Ads through RateTiger. Leverage the power of metasearch engines to drive direct traffic to your website – https://www.erevmax.com/erevmax/erevmax-google-hotel-ads.html