Consider the last time you needed a hotel. Did you go straight to the hotel’s website? Maybe visit a local travel agent? Probably not. You likely searched on Google to compare options. This might not always be the case, but more often than not Google is the place were travelers start their hotel booking process.

A Google study by Ipsos MediaCT showed 57% of leisure and business travelers begin their travel booking process with a search. Almost everyone I know finds hotels by using a search engine like Google or Bing. Hotel marketers were thrilled last June when Google announced a new feature, Google My Business. This allows hotels to effortlessly enhance their presence on Google. Google recently announced demonstrates their commitment to making booking hotels smoother for both consumers and advertisers. “We’ve been evolving the way hotels appear in search results on Google to include more structured, relevant and dynamic information – like rates, availability, locations, user reviews, editorial descriptions, Google Street View, and high resolution photos,” says Google. Clearly, they’re serious!

Enhanced Hotel Ads Unveiled

Google just revealed improvements to Hotel Ads, their advertising format designed specifically for hotel marketers. These ads provide detailed information directly on the search results page, allowing users to compare hotels in a specific area. Look at this example, which I got when I searched “hotels in Boston” on Google. Notice how each hotel displays information such as prices, reviews and ratings, special offers, and photos.

Clicking “More hotels” reveals a map showing the location of each hotel.

Hotel Ads aren’t brand new. Hilton’s been using this feature for their 4,200 hotels since 2011 and has achieved remarkable results, including a 45% increase in conversion rate.

What’s New?

Although Hotel Ads have been around for a while, Google continues to expand the features available to marketers, particularly those focused on engaging audiences visually. In February, Google enhanced its photo tools, making it easy for hotels to update the image displayed in traveler searches. They’ve also added the ability to include photos specifically showcasing food and drinks, guest rooms, and common areas. All of this is manageable through a hotel’s Google My Business account. Another recently released Google feature allows hotels to add impressive interactive tours, providing potential guests with a virtual glimpse inside. I have to say, these tours are pretty cool! Who wouldn’t want a sneak 360-degree peek at a hotel they might escape to? This is all made possible through Google Maps Business View. “These virtual tours appear on Search and Maps, letting travelers experience the hotel before they even book.”

Implications for Hotel Marketers

To maximize their hotel’s visibility, hotel marketers need to collaborate with an authorized partner and leverage all the features Google offers. This is particularly crucial for those managing smaller, lesser-known establishments. While larger hotels are likely already running hotel ads, smaller ones may be missing out on valuable advertising opportunities. To stay ahead of the curve, be sure to:

1. Claim & create your Google My Business Page (if you haven’t already) and focus on optimizing your Google Maps presence.
2. Connect with an authorized partner to begin utilizing Hotel Ads. If you need assistance, Google recommends reaching out directly through this form.
3. Register for Business View for your hotel. Google assures they’ll be in touch within 5 business days of contact.
4. Produce high-quality photos and videos. The photos and video content you share must be top-notch. Not a photographer? Consider investing in a professional photoshoot to capture your hotel’s beauty in the best possible light. If you’re on a budget, try to find a skilled photographer among your employees or friends. At nexus-security, we often utilize our founder, Larry Kim, who’s also a talented photographer, for marketing purposes.
5. Highlight special offers, discounts, and unique attributes. What sets your hotel apart? Why should travelers choose you over that 5-star hotel down the street? Emphasize these advantages in all your marketing efforts.
6. Monitor your competition. Keep an eye on your competitors and see how you measure up using Google’s Ad Preview tool. Observe how they present themselves on Google and identify areas where you can outperform them.
7. Subscribe to Google’s travel blog. Google has a blog dedicated to travel marketers. Stay informed to take advantage of new features before your competition is even aware of them.

What are you waiting for? Start significantly boosting your hotel bookings today by utilizing Google’s latest features. You’ll be expanding your property in no time!