In 2020, Google surprised the entire hotel industry when it announced that it would make available to all hotels around the world the option to appear for free in Google Hotel Ads booking links. This represents a great opportunity for all small hotels; from now on they will no longer have to pay for expensive ads to get Google to show travelers the option to book directly with the hotel.
Here we will explain in detail everything you need to know about this Google tool, as well as how you can appear in hotel search results through LobbyPMS.
First, what is Google Hotel Ads and how does it work?
Google Hotel Ads is Google’s search platform specializing in hotels, hostels and lodging establishments of all kinds. Here you can find the accommodation offers that exist in a certain area; in addition to the prices they have, the platforms from which they can be booked and the corresponding characteristics. These links are displayed in the search results, in Google Maps and also from Google Travel .
The way Google Hotel Ads works is basically like any other Google tool. That is, all the offers from the search performed appear listed; but only if you pay for an ad, your accommodation will appear in the first search positions. However, although this continues to work this way, the truth is that with the recent changes, any hotel will be able to have a certain relevance in the Google listing thanks to the free booking links that Google has just activated.
This is an example of how booking links are displayed when you find a hotel in the search engine. You have probably seen them many times before and if your hotel is indexed in Google, then it must already have some active links to Booking.com or some other platform.
Advantages of free links from Google Hotel Ads
Until now, these links could only be activated through paid ads on Google Ads and for this reason, in most cases, you find that the only links available are those of Booking.com and other OTAs (Online Travel Agencies). These OTAs invest large amounts of money to maintain their positioning on the Internet and, therefore, their sales results.
Sometimes you can also find large hotels and well-known chains, as some of them have these booking links active that will direct the customer to the hotel’s official website. To achieve this, they also pay for these ads, in addition to hiring a booking engine that has integration with Google. This is the only way to do it.
However, Google launched free booking links, which are basically the option to activate these links but without having to pay in Google Ads. So if you are the owner or manager of a small hotel, you will have great benefits from this:
- Your chances of promoting your business from Google are now substantially increased with this tool.
- With these changes you can seriously consider investing in a website to have constant direct traffic and thus avoid paying unnecessary commissions to third parties.
- You will be able to control the information you want to deliver to the client
- The rates offered may be more competitive.
- The discounts and rate campaigns you launch on the market can have a more direct impact on the customer.
- You won’t have to invest money in expensive Google Ads campaigns
- Your money will not be invested in competing with large companies that have high budgets for digital marketing.
What about small hotels? How can I add my hotel to Google Hotel Ads?
In theory, small hotels could activate these links in the same way as other large hotels and hotel chains: by hiring a booking engine integrated with Google and paying for ads. But in practice, we find that today the vast majority of these businesses do not have these links active. The reason? Costs; advertising on Google Ads can be very expensive for a small hotel, as can hiring an integrated booking engine.
However, the way Google Hotel Ads works is now more aligned with its philosophy of presenting information in the fairest way to the end customer; so, we can now see new possibilities for small hotels with this new free links tool. To take advantage of the new benefits, you will still need to hire a booking engine integrated with Google, but the high costs of ads will no longer be necessary. If you have, for example, a booking engine like LobbyPMS , which is already integrated with Google, you can simply take advantage of its low prices to hire it and you will automatically be present in Google Hotel Ads. No additional steps will be necessary to achieve a presence on Google!
What restrictions do free links have?
As with any new feature, free links have their restrictions and are not currently available from Google Maps. Additionally, the traveler must click on the “see more rates” option for your link to be displayed.
Finally this is how it will look on the free link in your hotel when a traveler displays all rates to book.
It’s clear that paid links are still the main focus, but keep in mind that travelers are also aware of this news. People who travel know that if they can book directly with the hotel, there is a chance of finding a lower rate. Additionally, this will change and Google will surely bring new news very soon.
So start activating your free links right now with the following guide.
Step-by-step guide to activate free links using LobbyPMS
- First of all, you need to make sure that your hotel is indexed correctly on Google. To do this, perform a Google search with the hotel name and verify that the business is displayed on the right side and that the location on Google Maps is correct. If your hotel is not displayed on Google or if the location is not correct, then it will not be possible to activate the links. You can solve these problems by setting up your business on Google My Business . This is totally free.You can solve these problems by setting up your business on Google My Business . This is totally free.
- Log in to your account at lobbypms and look for the Google Hotel option within the booking engine settings. This feature is only available for premium accounts. You click on the “activate connection” button and that’s it. After 40 minutes you can go to Google to search for your hotel and when you click on “see more rates” you will see your active link.
If you are a LobbyPMS customer, log in now and activate your connection. If you need a premium account, contact our support team so they can explain how to activate it.
But if you are not yet a LobbyPMS client, request a demo with one of our advisors right now by clicking here !
