INCREASE BOOKINGS WITH GOOGLE HOTEL ADS

22 July 2015

How does it work?

By showing ads when travelers are ready to book a hotel. Google Hotel Ads can drive traffic and as a result bookings to hotel’s websites. Basically, the hotel ads provided by Google show detailed information in order to compare hotels in a chosen region directly on the Google Search results page. However, Google Hotel Ads not only appears on Google Search results on desktops, tablets and mobile devices, but also across Google Maps, Hotel Finder and Google+, thus extending its reach.

Why does it work efficiently?

Google Hotel Ads are useful

Google has evolved the way that hotels appear in search results and in this way travellers have more relevant and structured information available to them. Information such as rates, availability, high resolution photos, editable descriptions, user reviews, locations and Google Street View are easily changeable and adapt to the needs of the traveller which makes Google Hotel Ads especially useful.
 

  • Google Hotel Ads are effective

 

Google Hotel Ads presents an advertising format specific to searches related to hotels. They include information about current prices in different hotels enabling travellers a quick comparison. When a traveler chooses a hotel, he can easily book it by pressing the “Book” button and complete the reservation. The new tool is effective because it shows when someone is searching for information and is engaged and willing to book a hotel.

​Google gives the example of one of their partners - Hilton Worldwide, which started using Hotel Ads in 2011 and have seen great results: “compared to other search formats, Google Hotel Ads has delivered a 45% higher conversion rate. It reaches a massive audience and the distribution cost has been good” - Dustin Bomar, vice president, Digital Acquisition, Hilton Worldwide. Here you can find a video explaining the success of Hilton Worldwide with Google Hotel Ads.
 

  • Google Hotel Ads are engaging

Google Hotel Ads are made to engage with travelers visually. Google provides photo tools that let hotels easily manage images that appear when travelers are searching for hotels and enables to add specific images for individual guest rooms, common areas or food provided in the hotel restaurants.

 

   
Google provides Google Business View for Hotels, based on Street View technology, that helps to upload premium quality photos and 360° interactive tours showing hotel’s interior in Google Search and Google Maps, which enable travelers to experience the venue before booking it. Moreover, Google promises to improve their new tools to provide users with the best experience and foresees implementing more features that help connect hotels with travelers to satisfy both parties.

How to increase bookings with Google Hotel Ads?

  • Display available rates

Hotels need to add prices to the rooms or add hotels to their listings. To do this, hotels  may work with one of Google’s integration partners or if they prefer to do it manually, they can connect directly via Google’s Hotel Prices or Hotel Ads APIs. It is also possible to contact a digital marketing agency, for example Hotel Digital Strategy.

 

  • Differentiate with room packages

In order to succeed it is important to differentiate an offer from other hotels. Hotels can do this by displaying information about bundles included in the room prices, for example breakfast, sauna, WiFi or any unique service provided by the hotel.

 

  • Optimize with conversion tracking

Using Google Hotel Ads allows users to optimize the use of their budget by measuring the effectiveness of their ads across different devices. Now it is possible to set the budget appropriately thanks to conversion tracking and make the best use of it.

​How to seize this opportunity?

Some hotels may have issues with the complexity and readiness needed to manage, track and report on Google Hotel Ads campaigns, therefore Google has made it easier to manage with a front-end for each hotel. However, hotels that prefer to focus on what they do best - creating a unique experience - can connect with Google partners or a digital marketing agency which specializes in the Hotel and Tourism sector, providing support choosing the best tools, bidding, and bidding optimization to take advantage of all the features Google offers, gaining the most exposure possible. This is especially important for smaller hotels, as  the bigger hotel chains are likely already running hotel ads.

Find out which tool is best suited for your needs, contact Hotel Digital Strategy and start driving traffic and bookings to your hotel’s website!

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