Google Hotel Ads pays off for smaller hotels too, provided they have a working direct booking flow and a competitive rate. Metasearch shows your rate next to the portals directly in search results, so a guest can book with you instead of through a commission channel. Without a good website and booking system, though, that potential is wasted.
Key takeawayMetasearch (Google Hotel Ads, Trivago) puts your direct rate on a par with the portals. For a smaller hotel it is a chance to win a direct booking, but only when the website and the booking flow work flawlessly.
How metasearch works
When someone searches for accommodation, Google shows a comparison of rates from various sources, including your direct rate. The guest sees that booking directly with you costs the same or less than through a portal, and can book straight away. You pay per click or a commission on the completed booking.
When it pays off for a smaller hotel
- You have a working booking system connected to metasearch.
- Your direct rate is the same as or better than on the portals.
- The website is fast and booking is simple.
- You can measure what a direct booking costs you.
What to watch out for
Without a connected booking system you cannot use metasearch. And if your website rate is worse than on a portal, the guest will logically choose the portal. The foundation is therefore a working conversion website with booking, plus rate parity. We address channel strategy in performance marketing.
Frequently asked questions
Is Google Hotel Ads only for large chains?
It is not. Thanks to connections through booking systems, smaller hotels and guesthouses can reach metasearch too. What decides is a working booking flow and the rate, not size.
Chcete vědět, co z toho platí pro vás? Sestavte si roadmapu na míru: 6 otázek, 2 minuty, výsledek hned.
Sestavit roadmapu zdarmaHow much does metasearch cost?
You pay per click or a commission on the booking, usually lower than the commission of the large portals. The key is to measure the cost per direct booking.
What do I need in order to use metasearch?
A booking system connected to metasearch, a fast website and rate parity, meaning the same or a better rate directly with you than on the portals.
Not sure whether metasearch is worth it for you? Let us assess it together.
Zjistěte za 2 minuty, ve které fázi růstu jste a na co se zaměřit nejdřív. Roadmapu vám pošleme i na e-mail.
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