In this video we are joined by Pablo Delgado, CEO of mirai

In our last conversation with Pablo we discussed how the hotel distribution landscape might change post COVID. Here is a link to the video on our YouTube channel: No New Normal for Hotel Distribution

Today we talk specifically about Google and the role it plays. We look at how Google has evolved a number of its products and how they can be of real value to hotels in a risk free way

We explore the possible winners and losers because of Google’s ever increasing dominance

And finally we consider how the likes of Amazon, Facebook, Apple and Microsoft may drive consolidation of metasearch and OTAs in the travel space

Areas we touch on and questions we pose are:

  • What is current data showing with regards direct bookings and OTAs
  • Insights into Google products, name changes and value to hotels
  • Changes to Google commission program (originally called GHACP)
  • Evolution of Google Promoted Hotels into Property Promotion Ads (PPA)
  • Advantages of PPA over traditional CPC approach – now a risk free model
  • Upper funnel has higher volume but lower conversion so be realistic with commission
  • How have Google become dominant in travel so quickly
  • Google’s pivot from Google Hotel Finder
  • Who are the winners and losers of Google’s dominant position
  • Will the market consolidate through mergers or acquisitions

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