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Google Hotel Ads: how to receive direct bookings from Google
What is the most commonly used tourist portal for planning a trip? Google, of course.
Who has never opened a "blank page" in Google to start a research for their next holiday? Statistics show that 60% of people planning a holiday and 55% of those who travel for work use Google to plan their trips: a pool of potentially very interesting users to attract during the various stages of travel research and planning.
So why not take advantage of the huge opportunity that the most powerful search engine offers?
Google offers hotel managers Google Hotel Ads, a tool that allows to display the best rates available on the hotel’s official sales channels within the Google tab where previously only the rates of online portals were reported.
The user will be able to view all available rates, from intermediate ones, to those available on the hotel’s website, choose the most convenient one and book with a simple click: a very valuable service to receive direct bookings. Indeed, Google Hotel Ads cancels all unnecessary steps that could interrupt the user's research, facilitating the reservation process.
Moreover, Google Hotel Ads is available on all devices and given the high use of smartphones during travel research and planning phases, this service can really make a difference for hotel managers.
How Google Hotel Ads works
The Google Hotel Ads service changes according to how the user is looking for information, let's see in detail how it works:
In the case of a generic search, for example, "hotels in Rome" on the results page provided by Google there will be, together with the results listed according to organic positioning and paid ads, a grid with a list of hotels. In addition to listing hotels and reporting a mini map to view the property’s location, you can also enter travel dates and sort results based on different filters: best result, lowest price, highest rating, hotel category and many others.
Clicking on "view all hotels" will open a screen with the map of Rome and the complete list of all hotels on the left, with some basic information such as price, stars and a brief description. By clicking on one of these results, the system will open the hotel card that contains all detailed information on the services, reviews, address, telephone number and price grid: here Google Hotel Ads comes into play. The new service provided by Google will display all rates available on the portals in which the property is listed and, if your Booking Engine allows it, also the rates of your official sales channel to make sure that the user can complete the reservation on your Booking Engine rather than on online portals. In other cases, instead, the search for the ideal hotel depends on its location, therefore the traveler will search directly on Google Maps. By clicking on the displayed results, he will be able to open the hotel card of the property that most interests them, easily compare all rates available on the different sales channels and complete the reservation process in one click.
The same applies when you are looking for a specific hotel: users often surf on various portals, such as Booking.com to find hotels in their area of interest. Afterwards, once they have selected the property, they decide to make a further analysis by conducting specific researches on Google, both to find out more information on the hotel, but also to check if there are more convenient offers. In this case, when searching directly for the name of the property, google will display the hotel card with all information available and the various rates displayed by the different online portals.
In this case as well, if your Booking Engine is compatible with Google Hotel Ads, you can place your direct price on top of Booking.com to induce the user to make a direct booking, which will be more advantageous for him and of course for you.
In both cases, both in the generic search and in the specific one, the traveler clicking on the rate offered from the hotel's direct channel will be redirected to the property’s Booking Engine where he will be able to view the various accommodation options available in the selected dates and will be able to complete the reservation in a quick and simple way.
Why should you use Google Hotel Ads?
Establish a direct relationship with your future guests
By increasing the chances of receiving direct bookings, there will no longer be any intermediary between the guest and the property, which means that you will obtain statistics and information about their travel planning process to predict and attract your future guests. In addition, another advantage is to establish a relationship with the guest after the check out: once you have recorded his data and after having obtained his consent, you will be able to send promotional offers and holiday greetings by email (read this article to learn more about the new rules introduced by GDPR on guest data processing).
Increase your revenue
Direct reservations, as everyone knows, do not involve commission costs for the hotel, so all bookings made through this channel will increase your revenue on each sale.
In addition, when the user clicks on your Google Hotel Ad and is redirected to your website, he most likely has already shortlisted your hotel based on different parameters such as: price range, availability, services, locations and reviews. This means that you are dealing with a "qualified" user, a contact ready to perform an action, which will land directly on your booking engine to complete the reservation.
Do you want to use Google Hotel Ads as well? Here's how to do it.
The partnership between Google and Ericsoft allows you to use this service straight away: not only will you be able to use Google as a direct sales channel but you will be able to manage this service, at no extra cost, directly from the Ericsoft control panel.
The Ericsoft Booking Engine is indeed the only one on the market to have fully integrated Google Hotel Ads in a panel within the software, free and easy to use, from which you can view the progress of your investments, decide how much to spend, which limitations to include (geographical area, duration of stay, days in advance).
Here are some of the features that characterize the panel designed to manage Google Hotel Ads:
easy to use: no technical knowledge is required to use the panel, so you do not need to rely on third parties (and pay additional costs) to use the Google Hotel Ads service
clear and intuitive: you decide how much to invest and, data at hand, you can check how your money was spent and what are the results obtained (how many times your ad was clicked, how many direct bookings you received)
free: Google Hotel Ads is already included in the Booking Engine.
active 24 hours a day: the Ericsoft online panel is accessible at any time from any device (smartphone, tablet, pc) so you can manage your Google Ads campaigns wherever you are
If you want to increase your sales with Google Hotel Ads or receive additional information on its functionalities call us at +39 0541 604894 or fill out the form below
We have been creating complete and highly specialized technological solutions for the hospitality industry since 1995.
Having an exclusive focus on a single industry, our investments have always been entirely dedicated to the development of our software and innovative applications for hotel and restaurant management.
The experience gained over the years, together with what we acquire on a daily basis by being in contact with hospitality professionals, allows us to understand the real needs of the sector and to develop, based on new market trends and regulations, flexible and scalable solutions that can be customized according to the needs of each property, from independent ones to chains.
INFORMATION about the processing of personal data
Arts. 12 et seq of Regulation (EU) 2016/679 (GDPR)
Subject: information about the processing of personal data pursuant to arts. 12 et seq of Regulation (EU)
Introduction - Regulation (EU) 2016/679 («General Data Protection Regulation»), hereinafter GDPR) provides safeguards for natural persons with regard to the processing of their personal data. In accordance with the above legislation, the processing of personal data that refers to an identified or identifiable natural person, being the “data subject”, is based on the principles of correctness, legality and transparency, as well as the protection of confidentiality and the rights of the data subject.
This information is provided in compliance with the above Regulation to inform you that, with regard to your customer relationship with our organization, we hold certain data about you that was acquired, verbally or in writing, either directly or via third parties that carry out operations concerning you or that, in response to your requests, acquire information and provide it to us.
Pursuant to the GDPR, this information must be treated as “personal data” since it relates to you and must therefore benefit from the protection provided by the above Regulation. More specifically, in accordance with the Regulation, you are the data subject who benefits from the rights that safeguard your personal data.
Pursuant to arts. 12 et seq of the GDPR, as the Controller, our organization will process the personal data provided by you with the utmost care in compliance with the Regulation, implementing effective operational procedures and processes in order to guarantee the safeguards that protect the processing of your personal data. For this purpose, using material and operational procedures to safeguard the collected data, we undertake to protect the information provided, in order to avoid unauthorized access and disclosure, maintain the accuracy of the data and guarantee its appropriate use.
Consistent with this introduction, the following information is provided:
Collected personal data - Our organization, as the Controller, uses your personal data to carry on our business activities in the best possible manner.
You may be requested to provided some or all of the following data:
Length of time that your data will be retained - The collected data will be retained for the entire duration of the relationship or collaboration with our organization, and for 10 years after the end of the relationship. If during the contract period, data is processed that is not relevant to the administrative-accounting obligations arising under the contract, such data will be retained for the time necessary to achieve the purposes for which it was collected, and then deleted. You will be given specific information about the length of time that your data will be retained when the data is collected.
Mandatory or optional nature of providing data and consequences of refusal – The essential data needed to execute the contract must be provided to us, together with the data required to fulfill legal, regulatory and EU legislation obligations, as well as instructions from competent authorities and supervisory and control bodies.
Non-essential data, not required for execution of the contractual relationship, must be identified and considered additional information whose provision, if requested, is optional. Your refusal to provide such data would however mean that our organization will be less efficient when dealing with third parties.
Should "data that is sensitive or whose processing is subject to specific risks” be needed in order to carry out the contract, provide specific services or fulfill legal obligations, the provision of such data will be mandatory and, since it can only be processed following written consent from the data subject, you will have to give consent for its processing.
Methods of processing – Pursuant and consequent to arts. 12 et seq GDPR, the personal data that you provide will be recorded, processed and retained in our hard-copy and electronic files, in compliance with the adequate technical and organizational measures specified in art. 32 GDPR. The processing of your personal data may consist in any operation or series of operations described in art. 4, para. 1, point 2 GDPR. Personal data will be processed using suitable tools and procedures that guarantee security and confidentiality. Such processing may be carried out directly and/or via delegated third parties, both manually using hard-copy support and electronically using IT equipment and other instruments. In order to manage properly the relationship and fulfill legal obligations, personal data may be included in the internal documentation of the Controller and, if necessary, in the documents and registers required by law.
Activities which may be entrusted to external parties - When carrying out our activities as the Data Controller, we may occasionally request other operators to perform certain services on our behalf, such as processing or other services; services needed in order to carry out requested operations or activities; shipments and deliveries; accounting registrations; administrative activities. If the operator appointed by the Controller to carry out certain activities is a company that provides payment, tax collection and treasury management, banking and financial brokerage services, the following services may also be supplied: mass processing of payments, notes, checks and other securities; sending, placing in envelopes, transportation and sorting of communications; filing of documents; identification of financial risks; control of fraud; credit collection. The above operators will only be given the information needed to provide the requested services. They will be required to maintain confidentiality and forbidden to use the data provided for purposes other than those agreed. Operators that are not persons in our organization tasked with processing personal data will be appointed as Data Processors (pursuant to art. 28 GDPR) and will process the data to the extent strictly necessary in order to provide the requested service and solely for that purpose, guaranteeing that their persons tasked with processing have signed a confidentiality agreement. For any matters not indicated herein, these operators must provide specific information about the processing of personal data carried out by them.
Transfer abroad of personal data - The data provided by you will only be processed in Italy. If during the contractual relationship your data is processed in a non-EU State, your rights under EU legislation will be guaranteed and you will be informed on a timely basis.
Purposes of processing your personal data - The main purpose for which our organization will process your personal data is to enable the relationship described in the introduction to become established and/or develop, as well as to ensure that it is administered correctly.
In particular, the following purposes of processing are identified:
Personal data will be processed to fulfill legal obligations, as well as the administrative, insurance and tax obligations envisaged under current legislation, to satisfy accounting and commercial needs, and to fulfill in a timely manner the contractual and legal obligations deriving from the contractual relationship with the data subject. The data provided may also be used to contact the data subject in the context of market research relating to the products or services, or in the context of commercial campaigns or offers. The data subject is free, in all cases, to refuse consent for such purposes and also to specify the manner in which to be contacted or to receive commercial information.
Extent of knowledge of your data - The following categories of data processors or persons tasked with processing by our organization may become aware of your data:
Personal data may also become known by parties that have agreements with us, as indicated in the section entitled “Methods of processing”. We may delegate the fulfillment of certain obligations or deeds to such parties, for the purpose of executing the contractual relationship with the data subject.
Communication and dissemination - Our organization may communicate your data externally, i.e. make it known to one or more specific parties, in order to fulfill all required legal and/or contractual obligations. In particular, your data may be communicated to:
We may communicate your data:
In all cases, your data will only be communicated to operators in order to contribute to fulfillment of the contractual relations that may arise with the data subjects concerned.
Dissemination - We will not disseminate your data indiscriminately, i.e. we will not make it known to unspecified subjects, or make it available for use or consultation.
Trust and confidentiality - We recognize the importance of the trust shown by data subjects who consent to the processing of their personal data and, therefore, we undertake not to sell, hire or rent such personal information to others.
Any debt collection activities and/or communication of omitted payments – Following the signing of the contract for the provision of services, our organization may use the contact details you provide (in particular phone number and email address) in order to undertake reminder activities with reference to debt collection and omitted payments. These communications can be made via email, certified mail, phone call, SMS and WhatsApp. The contact data collected for the purpose of this paragraph will be kept for the entire duration of the relationship or collabration with our organization and in any case until the balance of all payments due on the aforementioned contract.
Rights pursuant to arts. 15 et seq GDPR - Pursuant to art. 15 GDPR, you are entitled to obtain confirmation of whether or not your personal data has been processed, even if the results have not yet been recorded. Exercise of this right depends on verification of the identity of the data subject, by presentation of an identity document that will not be retained by our organization, but merely checked to verify the legitimacy of the request.
You are entitled to access to your personal data and the following information:
If the data is transferred to another country or to an international organization, you are entitled to be informed about the existence of adequate guarantees pursuant to art. 46 GDPR.
You are entitled to request the controller to amend or delete your personal data, in whole or in part, or to restrict the processing of your personal data or to object, in whole or in part, to its processing.
To exercise these rights, contact the “Data Controller” for our organization at via Adriatica n.62 – 47843 Misano Adriatico or call +390541604894 or write to the email@example.com. The Controller will respond within 30 days of receiving your formal request.
If your rights concerning your personal data are infringed, you may complain to the competent authority:
“Guarantor for the protection of personal data - Garante”.
Identification details of the Data Controller and, if appointed, the Representative in the territory of the State and the Data Processor.
Controller - This organization is the Controller of processing: ERICSOFT ITALIA SRL with registered offices at via Adriatica n.62 – 47843 Misano Adriatico; Tel: +39 0541604894; fax: 0541604862; certified e-mail address: firstname.lastname@example.org; e-mail: email@example.com.
Data Protection Manager – The Data Protection Manager is Mario Brocca, who can be contacted at +39
0371/5943191 - firstname.lastname@example.org – email@example.com
Data Processors - The Data Processors are external firms with which contractual relations have been established, and which need your personal data in order to fulfill those agreements.
Each data subject may send a letter to the Data Controller, at the above address, requesting information about any Data Processors that have been appointed and to be informed about any persons appointed to perform that function in future.
Please note that the above Data Processors are not responsible for fulfilling requests from data subjects to exercise their rights pursuant to arts. 15 et seq GDPR. That activity is carried out exclusively by this organization as the Data Controller.
Representative in the territory of the State - Pursuant to art. 4, para. 1, point 17 GDPR, it is confirmed that none of the related circumstances envisaged in the Regulation are applicable and that, accordingly, our organization has not appointed any Representatives in the territory of the State for the purpose of applying the regulations that govern the processing of personal data.
Processing without need for consent from the data subject - Even without your consent, this organization is entitled to process your personal data should it be necessary in order to:
Furthermore, your express consent is not required when the processing:
Il TITOLARE del Trattamento
ERICSOFT ITALIA SRL
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Address: S.S. Adriatica 62, Misano Adriatico (RN)