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You’ve probably read a lot in my previous posts about working with different OTAs and how to find balance with them. Besides, there is an unfairly neglected service that has actually been available on the market for 10 years and we haven’t talked about it yet. It’s called Google Hotel and it's time to discuss it.
You can find out from the following article. Let's begin!
The system was originally called Google Hotel Finder and was created in 2011 as a meta-search platform. This means that it displayed hotel prices compared to OTA prices.
Google Hotel now knows a lot more than that: you can introduce your hotel to potential guests on Google Search and Google Maps in both paid and organic results. You can link the search result to your hotel’s own booking engine, turning it into a valuable tool to increase your direct sales.
When a potential guest searches on Google for a specific destination, like "hotels in Budapest," a search box appears immediately below the paid ads. In this field, the user has the option to refine the result by selecting travel dates, number of people, rating, cancellation policy, or price range. After refining the data, the list of hotels will be updated with the most relevant results.
When a user clicks on a hotel in the list, (s)he will be led to the selected hotel’s Google My Business page, which contains useful information about the property, such as guest reviews, photos, and location on the map. Google Hotel Ads also provides a price comparison of the prices on different OTAs.
When setting up the system, you can choose from two different models:1. CPC - The cost-per-click model in which Google charges you when potential guests click on the link that leads them to your hotel's booking engine. This is also called the metasearch model.
Both Google Hotel Ads and free booking links give you a great opportunity to make your hotel less dependent on OTAs. It helps you to increase the awareness of your hotel and to boost the number of direct bookings at the same time. Optimizing your accommodation at Google Hotel can pay off in the short term, so I recommend you get it done as soon as possible. Set up your system and expand your sales channels with the possibility to receive bookings through Google.
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