Boasting a sophisticated and upscale atmosphere, Hotel 48LEX was in need of a way to stand out in the crowded search engine results pages of New York City hotels. With both hotels and OTAs competing for placement on results pages and on Google Hotel Finder, a strategy was needed to stack up to the competition.
The goal was to improve visibility on search engine results pages, improve visibility on Google Hotel Ads, and increase direct online bookings and revenue.
Based on the set goals, Google Hotel Ads were implemented for Hotel 48LEX. Google displays the room rate, room tax, and availability via a real-time inventory feed from the hotel CRS. Only the top four advertisers with the lowest cost room and tax are displayed on the Maps page and in Google’s Knowledge Graph.
UTILIZE REAL-TIME RATES
By displaying real-time rates and inventory directly on the search engine results pages of Google, you can increase qualified leads who will be more likely to complete a booking.
BECOME A TOP ADVERTISER
The top advertisers with the lowest room cost and tax will be displayed on the first page of results as well as on the Maps page and Google’s Knowledge Graph. Make sure the OTAs are not outbidding on your hotel keywords.
Participation in Google Hotel Ads metasearch program has seen hotels generate 3X higher conversions when combined with SEM, leading to increase in bookings and revenue. Consider this when allocating marketing budgets.