1. Why you should use Google Hotel Ads

2. Travelers turn to the Internet when looking for a hotel
75%
65%
leisure travelers
business travelers
To start, it’s probably not news to most people that travelers often turn to the Internet when looking for a hotel. In fact, according to research, 75% of leisure travelers and 65% of business travelers do exactly this - they look for a hotel online.
Source: Google Travel Study, June 2014, Ipsos MediaCT

3. Search is the number one starting point
Where do you generally start your search?
Search engine
Online travel agency website
Hotel website
Travel review website
Deal website
Social network
Other
And once online, travelers use search engines as their most common point of entry.
Source: Google/Millward Brown Digital Hotel Shopper Study, December 2014
C2. “Thinking about when you research hotels in general for business/leisure, where online do you generally start your research? Please select one answer” (N = 1,733)
Source: Google/Millward Brown Digital Hotel Shopper Study, December 2014

4. Millions of searches for hotels on Google every day
As a matter of fact, on Google alone there are millions of hotel queries each day.

5. Travelers conduct multiple searches to decide on a hotel8 18 6
Research sessions
Websites visited
Search ads clicked
As you all know too well, hotel research is a high consideration research process, travelers visit multiple sites and perform numerous searches when planning their trips:
57% of online bookers first visit Hotel brands online in the 3+ weeks prior to purchase
50% of searchers perform 5+ Hotel-related search queries prior to purchase
Here’s a snapshot of what the average hotel searcher goes through:
They initiate 8 separate search sessions
During each of these sessions, they end up clicking on average 5.8 paid ads
Overall, they end up visiting on average 17.8 websites → a 15% increase YOY (from Q3 2013)
All this information online at their fingertips does not make it any easier for travelers - the research and booking process is fragmented and complex more than ever.
[Source: Google/Millward Brown Digital Hotel Shopper Study, December 2014]
Source: Compete study, Q3 2014

6. Travelers research and book hotels across multiple devices
71% leisure travelers
86% business travelers
switch between devices to conduct the same travel-related activity
On top of using multiple sources of information, travelers today also navigate across multiple devices - whether they’re at a bus stop on their mobile phone, in between meetings at work on a laptop, or even on a tablet on the sofa at home, hotels have more opportunity than ever before to connect with potential customers. However...
Source: Google Travel Study, June 2014, Ipsos MediaCT
Proprietary & Confidential

7. Hotels need new ways to stay competitive
Google Hotel Ads help you
Increase direct traffic
Own the relationship
Grow revenue efficiently
… this evolving and complex multi-screen planning process can presents significant challenges to hoteliers in terms of knowing when, how, and where to engage with customers. This is where Google Hotel Ads can help you stay competitive - Google Hotel Ads create a level playing field for all booking partners - they’re designed to make you successful in the context of rapidly changing hotel search behavior.
Let’s take a deeper look at 3 key benefits of Google Hotel Ads.

8. Increase direct traffic
Hotel Ads connect you directly with users on Google when they are actively searching for hotels.
So first, Google Hotel Ads show up across multiple, important Google touchpoints as well as all devices. By participating in Hotel Ads, you are able to connect with travelers looking for rooms that you have no matter where or when they’re searching. And, with Hotel Ads, your website becomes an easy booking option on mobile devices for on-the-go travelers.
Proprietary & Confidential

9. Hotel Ads appear in the hotel detail view
When users search for hotels on Google Search and Google Maps, Hotel Ads appear in the hotel detail card

10. … on all devices including mobile
… travelers can select and go to a Hotel Ads partner's website to book the hotel

11. Own the relationship with your guests
Control the brand experience
Know your guests
Next, Hotel Ads let travelers book directly with the hotel. Hotel Ads essentially provide an additional source of direct traffic for hoteliers (whether it’s on Google Search or Maps). And direct traffic, as you know, means control over the customer’s experience with you brand, on top of analytics of their entire journey from start to finish. This allows for long-term insight and optimization.
Be there next to OTAs when travelers are searching for hotels.
from first online interaction through checkout
for customer lifecycle management

12. Grow revenue efficiently
Capture high quality leads and more efficient conversions
Last but not least, Hotel Ads capture consumer deeper in the funnel to deliver highly qualified leads. Users seeing Hotel Ads have typically specified key details about their desired room and seen key decision-influencing information like room availability, price, description, reviews, photos, your location on Google Maps. In other words, users clicking on Hotel Ads have already vetted many details about what you’re offering, making them more highly qualified shoppers.

13. Hotel Ads are different from and complement AdWords
Show live room prices and availability with a link to complete booking
Connect you directly with travel shoppers wherever they are searching on Google
Work like a distribution channel for your inventory
Later in the shopping funnel.
More efficient conversions.
Higher ROI.
Okay, so one of the most common pushbacks and confusions we’ve heard from hoteliers is that you are already investing in AdWords, or you have invested before, and you are not sure if or how Google Hotel Ads offer beyond what AdWords do.
Hotel Ads are a new ads format tailored to the needs of hotel suppliers -- Think of Hotel Ads like a distribution channel. [Walk through slide content]
Hotel Ads and AdWords should be thought of as complementary - AdWords is good at brand queries (when people search for your hotel specifically) and can be used to generate demand on related or relevant terms. Whereas Hotel Ads excel at leading consumers down the purchase funnel. [We as in “Integration Partner’s service/program”] can help you integrate both for a cohesive and wide-ranging marketing strategy.

14. compared to traditional search ads
Hilton Worldwide
Premier Inn
45%
higher conversion rate
40%
growth in new customer bookings
12%
overall stronger ROI 3x
stronger return on ad spend
60%
lower cost per acquisition
compared to traditional search ads
Taking 2 case studies, you can see the at-a-glance metrics are really positive. Hilton Worldwide - who began using Google Hotel Ads in has now implemented Hotel Ads with all 4,200 of its hotels, resulting in a 45% increase in conversion rate and 12% strong ROI compared to traditional search ads.
Premier Inn - the largest hotel chain in the UK - saw similar results with Google Hotel Ads with a 40% growth in new customer bookings, 3x the retirn on ad spend, and a 60% lower cost-per-acquisition compared to traditional search ads
Reference:
Think with Google -- Hilton Case Study [external]
Think with Google UK -- Premier Inn Case Study [external]
Also case study in PDF format [external]:
Hotel Ads Case Study - Hilton (English)
Hotel Ads Case Study - Hilton (French)
Hotel Ads Case Study - Hilton (German)
Hotel Ads Case Study - Hilton (Italian)
Hotel Ads Case Study - Hilton (Spanish)
Hotel Ads Case Study - Premier Inn (English)
Hotel Ads Case Study - Premier Inn (French)
Hotel Ads Case Study - Premier Inn (German)
Hotel Ads Case Study - Premier Inn (Italian)
Hotel Ads Case Study - Premier Inn (Spanish)

15. Introducing the Google Hotel Ads Commission Program
Distinct from Google Hotel Ads’ standard CPC model
Participate with your publicly available commissionable rates
Only pay a commission on a confirmed stay
Now, you’re probably wondering: “How do I participate in Hotel Ads? How will I be charged? How much will this cost?”
As a beta Google Hotel Ads Integration Partner, [Partner] is able to offer our hotel clients access to the Google Hotel Ads Commission Program.
[What if a hotel is already using CPC?]
If you are already using Hotel Ads, it means you are participating in the CPC model through [Partner]. Hotels can only participate in Hotel Ads via either the CPC or this new commission model. We are happy to discuss which program is the most effective for your hotel.
Proprietary and Confidential

16. Introducing the Google Hotel Ads Commission Program
Distinct from Google Hotel Ads’ standard CPC model
Participate with your publicly available commissionable rates
Only pay a commission on a confirmed stay
Now, you’re probably wondering: “How do I participate in Hotel Ads? How will I be charged? How much will this cost?”
As a beta Google Hotel Ads Integration Partner, [Partner] is able to offer our hotel clients access to the Google Hotel Ads Commission Program.
[What if a hotel is already using CPC?]
If you are already using Hotel Ads, it means you are participating in the CPC model through [Partner]. Hotels can only participate in Hotel Ads via either the CPC or this new commission model. We are happy to discuss which program is the most effective for your hotel.
Proprietary and Confidential

17. Google Hotel Ads Commission Program means
Simple Integration
Easy Management
Risk Free
No additional configuration required
Uses existing commissionable rates
You only pay after a consumed hotel stay
[What if a hotel is already using CPC?]
If you are already using Hotel Ads, it means you are participating in the CPC model through [Partner]. Hotels can only participate in Hotel Ads via either the CPC or this new commission model. We are happy to discuss which program is the be most effective for your hotel.

18.
You can visit Google Hotel Ads’ website to find out more.
Any questions?
When appropriate, update with one of the localized website URLs:
France
Germany
Italy
Spain
The UK