An introduction to the advancements Google has made with its Hotel Ads and what that means for Hotels & OTA's

1. 1
Advancements in
Google’s hotel offering
September, 2015

2. How Google’s hotel offering has grown
1. Goodbye Hotel Finder, hello Google Hotel Ads
1. Hotel Ads are now surfacing at ‘hotel name’ level
2. Hotel Ads now featuring on Google Maps
3. Google offers Street View within the hotel

3. Google Hotel Ads

4. Hello Hotels Ads
Google Hotel Finder has retired, Hotel Ads Commission
Program is now open for all hotels...
What are they?
 Hotel Ads is an advertising format designed specifically for hotel
related searches. Hotel Ads show current prices for hotels from a
variety of hotel partners combining a “Book” function for selected
partners
for direct bookings hotels are charged on the
industry-standard commission basis rather
than cost-per-click
“

5. Desktop hotel name search results
These are
Google hotel
price ads
They used to be at
destination level
only and are now
at ‘hotel name’
Hotel name bidding is considered the most profitable keyword type, due to the consumer
knowing where they want to book & therefore delivering higher conversion rates…

6. Hotels details card
• More information on
the hotel
• Pricing and booking
options
• Mobile optimised
view
Clicking on ‘view more rates’ open’s the hotels
detail card displaying:

7. Google Maps

8. Hotel Ads are now on Google Maps
Google has overlaid Hotel Finder search functionality within Google Maps
Hotel name
search
Ad’s are served

9. Google maps on mobile
Fold
= User click journey

10. Google book
If you don’t have a Google
Wallet account, you only
need to enter the payment
details once when booking
your first hotel.
Google Wallet then saves
your information for next
time.
Google facilitates the booking, whilst the hotel
partner owns the guest confirmation email,
post-booking questions and cancellations.
“

11. Street view

12. Street view of the Doubletree by Hilton
Google street view enables the consumer to take a
360° virtual tour of the hotel pre purchase, for the
doubletree you can look at certain rooms.

13. Room level street view

14. What Google says...
Hilton Worldwide drives 12% higher ROI with Hotel Ads
Premier Inn Captures 40% more bookings from new customers with
Google Ads
• 100% of Hilton properties opted into Google Hotel Ads
• Saw conversion rate improve by 45%
• *Drove 12%* overall stronger ROI
• Bookings from new customers were 40% higher than paid search ads
• 300% stronger return on ad spend than non-branded paid search ads
• 60% lower cost per acquisition than non-branded paid search ads
“ ”
“ ”

15. What does this mean...
• As Google continues to increase its presence in the travel space,
it looks set to add value through creating a one stop shop.
• This is sure to be a significant revenue channel for Google;
expanding on their existing Ad offering. By moving large chain
hotels from bidding in AdWords and spending on hotel ads, this
could further cut out large OTA’s and empower the hotels.
• Its hard to predict the end goal, but this offering will certainly be
most effective when both Google’s desktop and mobile worlds are
seamlessly brought together.

16. Interesting articles
Building a better hotel search experience for travellers
and hoteliers on Google
http://goo.gl/1nTZIL
Google Hotel Ads makes it easier for more hotels to
participate
http://goo.gl/7h9w14