For the marketer, the client still comes first. Google ads in hotel marketing are main tactics that are important.
And the unceasing competition to be at the edge of customization is at its height in the hospitality and travel industry.
It is important to get the right message across in a mobile-first environment at the exact moment a person is researching travel plans.
For hotel brands with their OTA equivalents to remain competitive. So they have to continuously evolve and adapt to the new developments in technology.
Marketers now have the potential to appear on the first page of a Google search, growing their client base with Google Hotel Ads.
Hotel brands will finally get the leg up they have been searching for by recognizing consumer data and developing customized retargeting strategies.
But before that can happen, the value of Google Hotel Ads and how to integrate them into campaigns must first be understood.
You can view your hotel rates on Google with the Google Hotel Ads metasearch platform across desktops, tablets, and cell phones.
Most notably, on their Google search page, prospective bookers will see your hotel rates in direct contrast to OTAs.
They will book directly with you if your rates are attractive enough. Now, you may wonder how this varies from other platforms for metasearch.
Here is the answer – around 4.5 billion searches are made on Google per day, accounting for around 77% of the world’s total search traffic.
Even though searches for hotels are just a small percentage of the total search volume, the number is still overwhelming.
Google Hotel Advertising, which distributes real-time hotel rates, now accounts for 65% of hotel reservations originating from metasearch engines. Google Hotel Advertising has now emerged as the most lucrative metasearch site for hoteliers in 2020, with 150 percent growth compared to 26 percent penetration in 2018.
It’s how Google befriends other websites for metasearch, and that’s why you need to improve exposure on Google Advertising for your hotel.
If travelers search for Google hotels by clicking on ‘London Hotel,’ they would be able to see a search result page generated by Google, which will include multiple hotels.
To set check-in dates, check-out dates, number of occupants, and, most importantly, the price range they want, they need to use filters.
And, they need to handle guest reviews and facilities as well.
Now here, if you did your bidding correctly. They will get to see the name of your hotel along with other hotels available in the same location.
They can click on your hotel if they find your price appealing.
They will be taken from here to a page where they can find the description, photos, facilities, services and guest reviews of your house, etc.
Most noticeably, they should also be able to evaluate the prices of your hotels listed with OTAs on your web page. Eventually, if you offering them lower rates and additional facilities.
You can press the button of the websites and land on the booking engine of your website to book with you immediately.
Steadily increasing Google Hotel Advertising exposure lets you meet a wide variety of viewers.
When doing their initial round of Google analysis, people will be able to find you.
And then, with less fee pay-out, you stand an opportunity to create a more direct booking.
On the cost-per-acquisition (CPA) model, the Google Hotel Advertising Commission Program (GHACP) works.
For every verified reservation, the booking commission is anywhere between 10% and 15% for Google, which is much lower compared to the OTA commission.
In addition, the booking cancellation ratio via GHA is around 13 percent. Compared to about 20% to 40% cancellations that occur with OTA booking, this is well below.
Both of these add up to more profits from space and higher profitability.
Initially, you have to build your hotel account on the Google My Business page (free listing).
Provide all the data that prospective guests may like, including room sizes, facilities, photographs, details, etc. This is critical because during their research process, GHA extracts all this information from your page to present it to your audience.
If you finish setting up the original tab, focus on your Google reviews. Since a possible guest booking decision is influenced by feedback. The problem of preserving rate parity then arises.
Before you tweak your rates, take a look at the prices of your rivals and how your OTA partners market your rooms.
Is it enough now? No, obviously not. You can go ahead with GHA and bid in Google search to get ranked.
But what about visitors being drawn to your website? What about a direct reservation? And, in the end, do you want to make more bookings?
Unless you have the right mix of hospitality technology solutions. Such as a smart cloud-based hotel PMS integrated with a booking engine , this can not be achieved.
QloAppps is a free hotel reservation system.