60 percent of leisure travelers begin their lodging research with Google. Hundreds of thousands of listings populate, but it’s likely they won’t click past the first page. At the top, are search engine marketing ads (SEM). Just below these ads, is an organic list of hotels with maps, prices, average ratings and filterable search options. This information is populated by a hotel metasearch engine, and it’s where you need to be if you want to be found and drive more profit in the digital age.
Metasearch engines work by aggregating web search results based on a keyword or phrase using proprietary algorithms. Examples of searches in this instance might be “hotels near me” or “hotels in Denver Colorado.” If that sounds like search engine optimization (SEO), that’s because it uses SEO concepts, but Google’s metasearch collects all hotel rates in a specified area (determined by keywords) so that travelers can easily compare prices. While SEM ads can be a worthwhile investment, Google found that 35 percent of consumers use Google Hotel ads to shop hotels. In the past, metasearch tools of this scale were not available to small hoteliers. But as technology advances and more travelers seek unique lodging experiences, these tools are right at your fingertips. Here are five ways Google Hotel ads lead to increased bookings and profit.
As a small accommodations provider, appearing on Google Hotels is necessary for brand awareness and your overall marketing strategy. Customers can easily see reviews, which will greatly inform their choice. And, because there is an increased likelihood of a direct booking, you’ll “own” their contact information for your future marketing and communications efforts..
While Google Hotel Ads are an ongoing development, becoming familiar with the platform and using their services will greatly help you promote your property. You will gain visibility, direct bookings and build your brand through these marketing efforts.
If you don’t have the bandwidth to implement Google Hotel Ads, we’re here to help. We’ve partnered with Koddi, an award-winning software company that powers 400,000 unique properties, to help you grow your online metasearch presence. If you have any questions, please feel free to call!