How to connect to Google Hotels
Do you want to reach more potential guests, ready to book their accommodation and already browsing properties and dates?
Whether you are running a large hotel with 500 rooms or a small boutique property, Google Hotels (previously known as Google Hotel Finder) is one of the most effective marketing channels for property owners.
With the strength of Google search behind it, Google Hotels has become a very powerful metasearch channel, providing the comparison that the consumer is looking for with an abundance of accommodation options at a glance.
So how do you set up a Google Hotel list feed? Read on and we’ll explain how it works.
How Does Google Hotels Work
Google Hotels is a metasearch engine that collates accommodation search results from a variety of sources.
When a traveller is looking for accommodation either in Google Search or Maps, an aggregated list is displayed to facilitate their choice. Paid results for Google Hotels show at the top of the search and are usually charged via a cost per click model.
It is important to be aware that OTA’s will display your rates, availability and room types in these paid search results, with the option to book directly through them.
Most importantly however, you do have the option of sending a customer directly to your website to book. Your website direct booking link will ONLY be displayed in these paid ad results if you have utilised a connectivity partner which can connect direct to Google Hotels.
The ideal is to secure these Google Hotel bookings in a financially risk-free manner. A Google connectivity partner, is able to offer an alternative Google pricing structure to the usual cost per click model. Instead, listed properties are charged on a ‘Cost Per Acquisition Stayed’ basis (CPAS). For you, as an accommodation provider this is risk free advertising, as you will only pay for bookings that result in an actual stay.
The benefit of a direct connection to Google Hotels isn’t available to hotels alone. Many accommodation business types, including B&Bs, holiday homes and vacation rentals can be listed.
Setting Up A Google Hotel List Feed
Many property owners are initially hesitant to adopt this channel because the setup can be a little complex. For this reason, Google recommends using one of its integration partners to set up the channel and to manage your campaigns.
A Google Hotel list feed relies on 3 main pieces of data:
The property listing
The price and availability
The point of sale (where users are directed after clicking a link)
The property listing feed is an XML file that contains details of all the properties that you wish to have listed including name, address and phone number.
It is important to give yourself the best chance to compete with the OTAs by providing Google with as much relevant information as possible. Add lots of high-quality photos of your property and ensure that the description and amenities on your Google My Business page are up to date and accurate.
In addition, it’s even more important to monitor and respond to guest reviews as these are prominently displayed in Google Hotels.
Why You Should Connect To Google Hotels
When it comes to increasing your reach and potential to drive new bookings online, you should consider Google Hotels as it offers the opportunity for travellers to book directly with you. Shortening the path to a direct booking makes metasearch advertising an irresistible proposition when it comes to your marketing budget. It’s a seamless process and conversion is high.
In addition, if your guest books direct with you, you save OTA commission fees and you retain ownership of your guest’s data for remarketing purposes. You also reduce the chance of your potential guest being exposed to your competitor’s product, which is what happens when booking through an OTA, and losing the booking altogether.
With careful choice of a suitable Google Connectivity partner, you will enjoy the benefits of managed campaigns to ensure strong Google Hotels performance, and risk-free advertising, thanks to specialised pricing structures whereby you are only charged for bookings that have resulted in a stay. Ensure when you make the choice of connectivity partner that these offerings are available.
David Sawers, CEO for HiSITE Pty Ltd. HiSITE is a Channel Manager designed by industry experts and is a google connectivity partner.
