Google Hotel Search Results host the complete funnel for many travelers, from destination research and trip inspiration to booking reservations and beyond.
NB: This is an article from Travelboom
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When we first published this article in 2018, Google had already made significant strides within the travel space. Now, there are even more ways to browse hotels and flights, which keeps marketers on their toes.
Featured snippets are areas where hotels can earn highly visible placements on Google Hotel Search Results. According to Ahrefs, about 12% (or 14 million) of search queries have featured snippets in their results. While hotel marketers aren’t strangers to using search engine optimization to snag hotel SERP features, like listings, map packs, pricing tools, and ad-supported spaces, the tactics to earn these placements are always evolving. This is increasingly true with the introduction of AI overviews and innovative ad types.
In this article, we’ll cover updates Google has made over the past several years and highlight some of the latest changes to organic and paid SERP features. Use our insights on search trends to optimize your hotel for improved search visibility so you can reach more travelers and increase direct bookings.
Improved Hotel Price Insights
Since price is one of the top filters travelers use to search hotels, it shouldn’t surprise you that we’re tracking pricing insights. Historically, Google Flights has been the most convenient and accurate way to find the best airline deals. Over the years, Google has attempted to bring this same level of convenience to the hotel space through several new and updated tools:
- Hotel price alerts
- Price comparisons to other nearby or related properties
- Ability to save and track rates for a location
- Pricing trends
In 2021, Google made pricing easier for hotels to manage through a Google Business Profile integration. If you keep your pricing updated, offer a landing page, and are an ad partner, you’ll be eligible for the free hotel booking link feature. This displays your rates alongside other booking engines across Google. Hoteliers saw these links drive 30% incremental bookings in its introduction, proof that this integration can improve your property’s reach and offer travelers the easy booking experience they desire.
Ranking for booking sites depends heavily on the landing page, consumer preferences, and value. Hotels can make the most out of Google Search ads by using SEO for their landing page and strategizing a loyalty program to encourage direct bookings. Contact our experts for solutions to connect your Google Business Profile and launch these campaigns or to increase your click-through rates with guest perks or rewards.
