What is Google Hotels Meta Search?

Where is Google Hotels displayed?

If you’re trying to access the all in one platform and browse a range of hotel information, you can simply search “Google Hotels” in the Google search bar and all the information will come up in one helpful place.  

Alternatively, if you’re looking for more specific information you can search “hotels in [location]” and see a more detailed list of hotels in a desired location.

Where does Google get the rates from?

Google crawls through various spaces to find its information. Chiefly, Google uses hotel booking websites and OTAs such as Booking.com, Expedia, Hotels.com, Trivago, etc. 
Additionally, some hotels directly partner with Google and provide their own rates and availability data, allowing users to book directly through the hotel's website which negates reliance on OTAs. 

How do I display my direct rates?

Adding direct rates to Google Meta Search can be beneficial for hotels as it helps them to compete with OTAs and reach consumers more directly, reducing their reliance on OTAs and third party platforms. Below are some examples of how to display direct rates. 

Establish a direct booking system: Hotels should have their own booking system or reservation platform that allows guests to book directly through the hotel's website. This system should be able to handle real-time availability, rates, and secure payment processing for the ease of the consumer and a friendly user experience. 

Google Hotel ads integration: To display direct rates on Google Meta Search, hotels need to participate in the Google Hotel Ads program. Google Hotel Ads allows hotels to bid on relevant search queries and display their rates and availability directly in the search results.

Create a Google Business Profile account: If a hotel doesn't already have one, a Google Business Profile (GBP) account should be created. GBP allows hotels to manage their business information, including direct booking links, photos, reviews, opening hours, contact info, and more. This is a one-stop shop for consumers interested in a hotel. 

Free booking link

With free booking links, your booking site will appear across Google when users search for hotels, helping you to connect with more travellers and drive more bookings. 

Free booking links display your site name or hotel name along with the room rate, allowing you to show the best rate to users. When users click on your link, they’ll be taken directly to the landing page you provide. In order to do this, you will have to create a Google Hotel Center or use a Google partner that integrates directly - such as Guestline. If you’re an existing Hotel Center partner and you’re participating in Hotel Ads, you’re automatically able to show free booking links. There’s no cost for clicks on free booking links and bids have no impact on the ranking of free booking links. You can read more here. 

Google Hotel Ads

Google Hotel Ads allows hotels and accommodation providers to showcase their rates and availability directly on Google Search, Google Maps, and Google Travel. It helps hotels reach potential guests who are actively searching for accommodation options and further drive direct bookings. 

Integration with Google Business Profile: To get started with Google Hotel Ads, hotels need to have a verified and optimised GMB listing. GBP allows businesses to manage their information on Google, including details like location, contact information, photos, and reviews.

Connect with a hotel ads partner: Hotels can work with certified Hotel Ads partners or authorised third-party booking engine providers. These partners facilitate the technical integration between the hotel's booking system and the Google Hotel Ads platform.

Choose bidding options: Google Hotel Ads offers two primary bidding options:

a. Commission-based bidding: In this option, hotels pay a commission to Google for each confirmed booking generated through the Google Hotel Ads platform. The commission is typically a percentage of the booking value.

b. Cost per click (CPC) bidding: With CPC bidding, hotels pay a certain amount for each click on their ad, regardless of whether the click results in a direct booking or not. The cost per click can vary based on the competitiveness of the keywords and the strategy.

Set bids and budget: Hotels can set their bids based on their advertising goals and budgets and budgets can also be set on a daily budget to manage their advertising spend effectively.

Ad formats and display: Google Hotel Ads can appear in various formats, including sponsored listings on Google Search, Map results, and the Google Travel website. The ads typically display the hotel name, rates, availability, star rating, and other relevant information. 

Performance monitoring and optimisation: Once the Google Hotel Ads campaign is active, hotels should regularly monitor the performance through the Hotel Center and Google Ads reporting tools. Analysing this data will help to optimise bidding strategies, adjust budgets, and improve the overall performance of present and future campaigns.

Why is it important?

Google Hotels Meta Search has several benefits for hotels which will be explored in more detail below:

Increased visibility: Google has millions of users conducting hotel-related searches every single day. By being part of Google Hotels Meta Search, hotels can significantly increase their visibility and reach potential guests who are casually or actively looking for accommodation options through Google. 

Increase direct bookings: Google Hotels Meta Search allows hotels to showcase their rates, availability, and direct booking links directly on Google search results and Google Maps. This means potential guests can book directly through the hotel's website, reducing the need for intermediaries and third-party booking platforms, such as OTAs.

Competing with OTAs: Online Travel Agencies (OTAs) dominate the online travel industry, and hotels will have to pay commission fees to list their properties on these platforms. By participating in Google Hotels Meta Search, hotels can compete directly with OTAs and potentially reduce their reliance on them, taking back control over their relationships with guests and reducing commission fees. 

Control over branding and pricing: When guests book directly through the hotel's website via Google Hotels Meta Search, hotels have greater control over their branding and the overall booking experience. They can also offer exclusive perks or loyalty rewards to encourage guests to book directly.

Improved customer experience: By appearing directly in Google search results and maps, hotels can enhance the customer experience by making it easier for potential guests to find and book accommodations.