How to Increase Direct Bookings Through Google’s Hotel Search Platform

Major Online Travel Agencies like Booking.com and Expedia are essential for gaining online visibility in today’s competitive hospitality industry. But, are you losing large chunks of revenue to OTA commission fees?

Being too dependent on OTAs for bookings can quickly start to compromise your hotel’s profitability.

To ensure profitable distribution, independent hotels need to find a balance between their indirect and direct bookings. If more than 70% of your reservations come from OTA websites, it’s probably a good idea to reinforce your direct booking channel.

One simple but effective way to increase your hotel’s direct bookings is to use the Google hotel search platform to its full potential. Below, we will demonstrate how to set up your Google Hotel listing and how to use Google’s free booking links to your website, to drive more direct bookings.

What is Google Hotel Search and how does it work?

As a hotelier, you’ve probably heard of Google’s hotel search platform before – previously called Google Hotel Ads.

Google Hotels (also Google Lodging) is a powerful metasearch platform designed to help hotels, B&Bs and short-term rentals reach more potential guests and increase bookings. Their tagline says it all: “Help your next guest find you on Google”. Its strength lies in the easy comparison of hotels and real-time rates across booking sites.

Just like Images and News, Lodging now has its own tab under Google Search. Users looking for accommodation are automatically directed to the platform. There, they’ll find a map featuring all relevant hotels for the chosen destination and period. The platform can also be accessed on the Google Maps app.

After clicking on a featured hotel, users will see a list of the room rates on different booking platforms, making it very convenient to compare prices. Hotels get the option to add free booking links to their own website to this list in order to generate more direct bookings.

In stereotypical Google fashion, properties and booking sites can increase visibility on the platform through paid advertisements (Hotel Ads; see step 3 below).

Reading this, you can recognize the massive role the platform plays in guests’ booking process.

Why is Google Hotel Search so valuable for independent hotels?

More and more people now begin their search for accommodation on metasearch engines like Google, TripAdvisor, Trivago, and Kayak. And it’s easy to see why.

Not only do metasearch platforms offer an exhaustive selection of lodging options, but they make it extremely easy to compare up-to-date prices on different booking sites in one view.

Google’s hotel search module is used by millions of travelers around the world every day. Being present on the platform helps you reach a valuable target audience of potential guests actively looking for accommodation in your area. In other words: it boosts your online visibility in front of the right people!

Contrary to Online Travel Agencies, metasearch engines don’t sell room inventory. Instead, they refer travelers to OTAs and hotel websites where they can complete their booking. The good news for you? It’s free! Google doesn’t charge commission for these referrals.

To help hotels increase direct reservations, Google offers the bonus option to add free booking links. That way, your direct booking rate is displayed alongside the rates on OTAs, with a link to the booking module on your website.

The advantages for independent hotels are clear:

• Boost your hotel’s online presence

• Reach a larger global audience

• Display your real-time availability and rates

• Increase website traffic and direct bookings

• Cut commissions charged by OTAs

• Improve your profitability

How to set up your Google Hotel listing and create free direct booking links?Step 1: Create a Google Business Profile for your hotel

Getting started with Google Hotels is very straightforward. The first thing you’ll need is a free Business Profile for your property (previously Google My Business), which you probably already have. It’s a true must-have for any business in today’s fast-paced, digital world.

Your hotel is instantly perceived as more professional and trustworthy. Plus, it’s the best way to be found easily online, and to collect reviews from guests.

After you’ve created and verified your Business Profile, your hotel will be shown on Google Search and Maps. Be sure to add general hotel information, list your amenities, link your website and upload quality photos. Don’t forget to keep your profile updated at all times.

Step 2: Add free direct booking links to your hotel listing

With free direct booking links in your Google hotel profile, you can display real-time room rates and availability and guide travelers to your own website. For this, you need to connect a Google-recognized hotel booking engine. Ask your software provider to establish the connection and activate your free booking links.

Are you looking for a website booking module by a Certified Google Partner? Lighthouse offers an intuitive Booking Engine that integrates with any website. Reach out to our team below and we’ll help you get started!

Step 3: Start driving more direct bookings through Google

Once everything is set up, users can see your direct rates and click through to your website. Now the only thing left to do is convince them to book directly.

Make your direct booking channel stand out by offering a lower direct rate. This is the best way to compete with the other booking channels. Alternatively, you can offer the same rate but with a special discount, better booking conditions, extras or other perks for your guest.

Do you want to maximize visibility on the platform? Optionally, you can set up paid Hotel Ads to get your property itself or your direct booking channel ranked higher.

Setting up Google Hotel Ads is easy to do once you’ve completed the previous two steps and you don’t need a large budget. It’s worth exploring the ROI of sponsoring your direct booking channel, especially given OTAs’ often high commission fees.

You can pick the payment model that best suits your goals and budget:

• Target Return On Ad Spend (ROAS): Optimize your bid and maximize conversion value.

• Maximum Cost Per Click (CPC) bid: Pay a fixed fee or percentage when travelers click on your ad. Adjust your bidding based on device type, location, length of stay and other factors.

• Enhanced CPC (ECPC): Maximum CPC bid strategy with automated bid adjustments

Start maximizing direct bookings through Google Hotel Search with the help of Lighthouse

Are you ready to boost direct bookings and profits for your hotel through Google’s hotel search platform? Lighthouse offers the tools and expertise you need.

Our complete solution for independent hotels includes a Google-certified Booking Engine that supports free booking links. The intuitive booking module is designed for maximum conversion and offers a seamless booking experience. More direct bookings, less commission.

Do you want to spend less time managing your prices and inventory on multiple booking channels? Our AI-powered Channel Manager optimizes and automates this process. That way, rates and availability are automatically updated on your OTAs, website, Google and other platforms you use. Maximum visibility without overbookings.

Don’t hesitate to contact our team below. We’re happy to help you get started.

About Lighthouse

Lighthouse (formerly OTA Insight) is the leading commercial platform for the travel & hospitality industry. We transform complexity into confidence by providing actionable market insights, business intelligence, and pricing tools that maximize revenue growth. We continually innovate to deliver the best platform for hospitality professionals to price more effectively, measure performance more efficiently, and understand the market in new ways.

Trusted by over 65,000 hotels in 185 countries, Lighthouse is the only solution that provides real-time hotel and short-term rental data in a single platform. We strive to deliver the best possible experience with unmatched customer service. We consider our clients as true partners – their success is our success.