How to use Google Hotel ads at your hotel or B&B?
In today’s highly competitive hospitality market, being visible online is no longer optional—it’s essential. Travellers increasingly rely on multiple booking platforms apart from OTAs, to compare rates, check availability, and make booking decisions. More and more guests start their journey on metasearch platforms like Google or Trivago. For hotels and B&Bs, this is an opportunity to attract more guests and increase direct bookings. But what exactly does Google offer, and how can it benefit your property?
What are Google Hotel Ads
Your own website might appear on Google Hotel Search results, but that doesn’t guarantee that they will book directly on your website. Most guests will visit other websites and OTAs to compare prices and book the most ideal rate. This can lead to more bookings going to OTAs instead of your direct website.
Google Hotel Ads is a powerful tool designed to help hotels, B&Bs and vacation rentals reach more travelers and increase bookings. It displays your real-time rates and availability across Google Search, Maps, and other Google platforms, suggesting your property to guests who are actively searching for accommodations. That way, the prices of your own Booking Engine are shown next to ones from OTAs, so guests find their way to your own website.
Key features of Google Hotel Ads:
- Gain increased visibility on Google’s powerful platform.
- Drive more direct bookings, saving on OTA commissions.
- Build better relationships with guests by owning the booking process
What are Google Free Booking Links?
When travellers search for accommodations online—often through Google—they frequently encounter a hotel’s Google Business Profile. If a hotel has their profile up-to-date, this page displays room rates and availability from multiple booking platforms. With innovations like Free Booking Links, Google has made it easier than ever to feature your direct rates alongside other booking options, empowering you to compete with bigger OTAs.
Google’s free booking links add an unpaid option to this display. Hotels and OTAs can now feature their direct booking links alongside paid ads, directing travellers to the hotel’s official website at no additional cost.
Key features of free booking links:
- Cost-Free Visibility
- Direct Website Access
- Only a business profile is essential to activate free booking links
Why do you need to use Free Booking Links?
To understand the impact of free booking links, it’s important to see them within the broader context of metasearch engines like Google, TripAdvisor, Trivago, and Kayak. These platforms gather and compare the prices for the same accommodation across different booking platforms. That way, the guest has an overview of the most ideal prices of different accommodations.
Free booking links, powered by Google’s metasearch functionality, bring significant advantages to hoteliers:
- Enhanced online visibility: Your hotel or B&B can gain more exposure on Google without increasing advertising budgets. Both paid and free links are displayed when travellers search for accommodations.
- Increased direct commission-free bookings: By displaying direct booking rates—often lower than OTA prices—hotels can attract travellers who prioritise cost and transparency. With fewer OTA bookings, you can save significantly on commission costs, leading to a healthier bottom line.
- Greater control over the booking process: Redirecting users to your own website lets you control the guest journey, from booking to post-stay engagement. Collecting guest data also enables personalised marketing and loyalty programs.
How to get started with free booking links
Step 1: Set Up Google Business Profile
To activate Free Booking Links, you’ll first need to establish a connection with Google Business Profile. Ensure your property is listed on Google with accurate details, including contact info, photos, and amenities.
Step 2: Connect to a Booking Engine that is a certified Google Partner*
Ensure your rates get displayed next to your availability to encourage guests to book directly on your website. Displaying those rates can be quite the challenge to keep updated, this is why you can connect your Google Business Profile directly to the Booking Engine of a Google certified partner, like Stardekk.
*Note: If you don’t use the Booking Engine yet, Stardekk can help you get started.
How to get started with Google Hotel Ads
Implementing Google Hotel Ads for your hotel is an excellent way to boost your visibility and acquire a higher ranking for your direct booking channel. That way, you attract travelers who are actively looking in your area and increase your direct bookings.
If you have already gotten started with Free Booking Links, then setting up Google Hotel Ads is very straightforward. Here’s how you can get started
Step 1: Set up your campaigns
Choose a payment model that suits your needs and budget:
- Cost Per Click (CPC): Pay only when travelers click on your booking link.
- Cost Per Acquisition (CPA): Pay a percentage only when a booking is completed.
Once your campaigns are live, your direct booking link will appear in the top 4 recommended booking channels, making it a cost-effective alternative to high-commission OTAs.
Step 2: Monitor and optimize
Track key metrics like clicks, bookings, and ROI to evaluate performance. Regularly fine-tune your strategy to maximize visibility and increase direct bookings.
Not sure where to start? Stardekk can connect you with experts to ensure your campaigns run smoothly.
Take the first step today!
Do you want to unlock the full potential of Google Hotel Ads and/or Free Booking Links? Fill out the form & we'll reach out to you, so you can enjoy increased visibility, drive more direct bookings and save money on commissions!
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