The Smart Hotelier’s Guide to Winning with Google Hotel Ads
In a world where OTAs (Online Travel Agencies) dominate search results, Google Hotel Ads offer hoteliers a crucial opportunity: to increase direct bookings without relying on commissions. According to a recent article by TravelBoom Marketing, Hotel Ads are no longer “just another advertising channel” they are a must-have tool for any hotel strategy. Based on this article and our experience at Revitup, we break down why it’s worth investing in Google Hotel Ads and how to do it right.
What are Google Hotel Ads?
In simple terms, these are metasearch ads that display your hotel’s rates directly within Google’s environment: Search, Maps, Travel, and Google Business Profile. The user can immediately view your rates, compare with OTAs, and ideally, book directly through your booking engine.
The power of Google Hotel Ads lies in the fact that they bring the user one step closer to “Book Now”, bypassing competitive links or conversion traps.
Where Do They Appear?
According to the TravelBoom article and what we observe daily with our clients:
- On Google Search (e.g., “Hotels in Santorini”)
When users search for a destination or a specific hotel name, Google often displays a hotel listing module, showing pricing, photos, reviews, and a booking button. This section includes both paid and free booking links, offering visibility right at the top of the SERP.
- On Google Maps, with prices displayed on the map
Hotels appear as clickable pins on the map, with live prices next to each property. When a user clicks a pin, they see availability, rates, and booking options pulled directly from Hotel Ads, allowing for seamless decision-making based on location.
- On your hotel’s Google Business Profile
Your hotel’s profile includes a "Book a Room" module that features real-time rates and booking links. This area is especially powerful for brand-aware users who search your hotel by name and are close to making a reservation.
- On Google Travel, within curated hotel lists
This is Google’s trip planning hub. It presents a list of hotels for any given destination, often sorted by popularity, pricing, and user filters. Listings here rely heavily on Hotel Ads for availability and price accuracy, making it an essential exposure point.
What Does Participating in Hotel Ads Offer?
- Direct bookings, no commissions
When you advertise, you appear next to OTAs and drive the user to your own booking system. You don’t let them profit from your keywords or your brand - OTAs are already there
As TravelBoom says, “if you’re not there, someone else will be.” And they’ll take the booking and the commission. Participating in Hotel Ads is about cost control, not just marketing. - More visibility for non-brand terms
Until now, it was almost impossible for an independent hotel to “rank” for generic searches (e.g., “Hotels in Crete”). With Hotel Ads, that changes. You can appear for those searches without relying on SEO or expensive PPC.
How Does the Bidding System Work?
The bidding for Google Hotel Ads is a real-time auction, and it can be adjusted based on your budget and goals.
Key strategies (as outlined by TravelBoom):
- Max Conversion Value
- Target ROAS
- CPC % of booking price
- Manual CPC with or without Enhanced CPC
- Performance Max for Travel Goals
💡 Important: Google is phasing out the commission-based model (pay-per-stay) by the end of 2024 meaning everyone will need to shift to the above models.
What Are Free Booking Links and Why Are They Valuable?
From 2021, Google offers free booking links, meaning organic results in the Hotel Ads module. They are ideal for smaller hotels or those just getting started. They have no cost but also lack full tracking capabilities.
Is it worth it? Yes, especially if you have a low budget and proper integration. Just don’t expect extensive optimization features.
How Much Does It Cost and What ROI Can You Expect?
TravelBoom mentions that the return on ad spend (ROAS) ranges between PPC brand and non-brand campaigns, making it highly efficient. We’ve seen this in projects we manage at Revitup.
💡 It’s recommended to start with a flexible budget depending on:
- Seasonality
- Target market
- Your booking window
- Competitor activity
Best Practices
- Complete and accurate Google Business Profile
- Price feed aligned with your booking engine
- Competitive pricing strategy (not more expensive than OTAs!)
- Clear callouts: Free cancellation, check-in/out policies, amenities
- Use bid multipliers (e.g., for mobile users or international travelers)
- Ongoing monitoring and optimization the difference is in the details
How to Get Started?
To appear in Google Hotel Ads, you need:
- A channel manager or technical partner that supports metasearch
- Rate feed integration with Google
- A Google Hotel Center account
- Bidding strategy and campaign management
💬 If this feels complicated, the Revitup team can help you get started correctly, appear on all channels, and maximize your returns.
Conclusion
Google has turned metasearch into a “survival prerequisite” for hotels not a luxury. And Google Hotel Ads is the primary battleground in this fight.
➡️ Whether you’re a boutique hotel, a resort, or a city property, the direct booking game now passes through Google Hotel Ads. And it’s up to you to seize this opportunity with the right strategy.
📍 See the original TravelBoom article here: Google Hotel Ads: Everything You Need to Know
📞 Want to see how your business can leverage Google and Hotel Ads for profitability?
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