In this series of posts we have delved into the Google Hotels funnel, both the ‘paid’ and ‘free’ parts, and identified the variables that affect each part of the funnel.
NB: This is an article from mirai, one of our Expert Partners
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In this last post of the series, we will detail the actions you can and should implement in order to get the most out of your presence in Google Hotel Ads.
Generate more opportunities and/or demand for your hotel
Search by name or branded search
- Increase repeat business through a loyalty program that encourages your customers to return to your hotel in the future.
- Attract new profiles, similar to your recurring customers, by creating digital marketing campaigns that use audiences that target users with similar profiles.
- Compete on OTAs and other showcases in an effort to access users looking for accommodation in your destination (accelerators such as Expedia Travel Ads, Booking Network Sponsored Ads or TripAdvisor Sponsored Placements).
- Improve your online reputation, which will automatically increase your visibility and therefore your demand.
Generic searches (without brand names)
- Increase visibility with Paid search campaigns on both generic searches and the new Demand Gen, which is showing very promising results.
- Harness the power of Google’s Performance Max for Travel Goals campaigns by excluding your brand.
Boost your Participation Rate
Minimise restrictions or your lack of inventory
- Offer all your room types (not just the best sellers) on metasearch and don’t abuse minimum stays; increase the price for short stays instead.
![room types mirai metasearch](https://static-resources.mirai.com/wp-content/uploads/sites/1215/20250127133400/1-tipos-habitacion-metabuscador-mirai.png)
- Upload prices to the calendar as far in advance as possible. Google allows you up to 330 days, so everything should be visible.
![.advance price uploading mirai metasearch](https://static-resources.mirai.com/wp-content/uploads/sites/1215/20250127133440/2-carga-precios-anticipada-metabuscador-mirai.png)
Don’t leave any occupied rooms undisplayed
- Respond to all searches for various occupations (including adults and children) as accurately as possible. 30% of all queries made are not for two people.
![occupancy display mirai metasearch](https://static-resources.mirai.com/wp-content/uploads/sites/1215/20250127133540/3.-muestra-ocupaciones-metabuscador-mirai.png)
Highlight your flexible rates
- Make sure you set up your flexible rates correctly so that Hotel Ads will show them when the filter that Google has for this purpose is applied.
![flexible rates for google hotel ads mirai metasearch](https://static-resources.mirai.com/wp-content/uploads/sites/1215/20250127133624/4-tarifas-flexibles-metabuscador-mirai.png)
Cover all possible languages and currencies
- Don’t fall into the trap of supporting just 2-3 languages and a few currencies. The world is very diverse and you may be leaving 10%-15% of the demand either unmet or poorly met (diverting them to other languages and currencies). If you’re not aware of what the important traffic is that you’re missing out on, check out the Landing Page Matching report on Google Hotel Center.