A few months ago we wrote an article for Accom Management Guide about bringing guests to your website to book and bringing them back the next time as well. We discussed how OTAs make it hard to own or manage/improve your business' relationships with your guests, especially through digital channels. Well, now Google are fighting on your side.
Recent changes at Google mean consumers no longer have to leave Google to book a hotel – bookings can be made right on the Google site via Google Instant Booking.
- The bookings are made directly to the hotel, and the hotel owns the customer relationship – not the OTA,
- The bookings are made on a commission model – generally more favourable terms that the OTA’s merchant model,
- Hotels can get exposure in Google Hotel Ads on a pay for performance basis – not a cost per click (CPC) basis.
Check out an article covering the Google update here.