Google Ads Hotel, formerly known as Google Hotel Price Ads (HPA) is the technology platform that lets hoteliers connect to Google Hotel Finder.
This platform developed by Google since the acquisition of ITA Software is the access of big G in the hotels search and comparison. They don’t like to call this a Meta Hotel search engine (such as Trivago, Tripconnect by Tripadvisor , Kayak , …) but it’s pretty similar. You can compare hotels quite easily.
Based in Amsterdam the Emea team of Ads Hotel, has the main focus to develop and integrate this platform also with content providers, mainly producers of Internet Booking Engines, Otas, big chains and some Pms.
Nowadays in fact it is not possible for a single hotel to integrate directly with Google Hotel Ads. This hotel need to get first a Google certified Internet Booking Engine or can be in the platform trough its otas or wholesalers.
The booking engine will provide to the hotel the possibility to sell directly online and also to promote available rooms on Google Hotel Finder.
As far as I know they are connecting also PMS of hotel chains which own more than 250 hotels worldwide. I personally saw on HPA direct connections from chains such as Intercontinental, Accor or Pierre et Vacances. Most otas are connected too.
Google Hotel Finder is a kind of new search engine for available hotels that stays on top the comparison phase of customer booking.
The business model of this platform is based on bids the hotels (or otas) pay to Google for each click on the BOOK NOW button displayed as “call to action” side to the hotel. This could be considered a pay per action as more dynamic form of ppc. (Your ad won’t show if your rooms are unavailable)
You can easily get these results:
- Typing a search such as “Hotel in Saint Tropez” ( Hotel + name of city)
- Looking for an hotel in Google Maps
- Checking an hotel profile in the extended social network Google +
I have to say that despites the distribution of this product, I think that they are still not pushing it too much. This probably because it may give Google problems for some of their best advertising customers such as the Online Travel Agencies (Priceline booking.com , Expedia, Travelocity etc…)
For Hoteliers which were struggling to get a Google certified Internet Booking Engine the situation was not clear until today.
Most of IBE providers claimed to be Google Certified, mostly without specifying if this may be a direct Certification or trough a partner (as most do).
Finally today Google launched and official site for Ads Hotel which includes important information for hotels on this Ads Program and THE LIST OF CERTIFIED PARTNERS.
To get to the list you need to click on Get Started link.
It was a surprise to me not to see in this list some very important IBE claiming to be Google Certified. They are probably in the long process of certification or they may give access to this platform through a partner.
I’m proud to see 5 Italian companies in this international list. This puts Italy on the top list of world IBE providers.
The choice of an Ibe can be a quite difficult task for a Hotel. I personally used 6 Ibe (Site Minder, Booking Expert, Simple Booking, Fast Booking, Booking script, Availpro) in hotels with a strong pressure on these systems.
The fact of being certified by Google Hotel Ads it’s not certainly the most important point for an Ibe, but nowadays it can be a sign that a software house is kind of a cutting edge in this sector.
I think that the next challenge is to recognize what certified providers developed platforms to manage multiple channels managers in a place (such as Hotel Ads by Nozio or Meta I/O from Whip) or what providers let you manage (or see) your own cpa bids on Google Ads.
Google Hotel Ads has two methods of bidding. One based on a % of the room price and the other based on a more traditional ppc model.
I’ll probably share more about this platform in the future.
IBE: Internet Booking Engine
HPA: Google Hotel Ads also known as Hotel Price Ads
OTA , OLTA , OTAS: Online Travel Agencies
PMS: Property management system
PPC: Pay per click ads
CPA: Cost per acquisition
I’ve cited here third parties brands and products which belong to their owners. The purpose of this post it’s informative and I’m open to fix or delete any information that may sound incomplete for the cited Brands.