Google has just rolled out a shiny new update to its Hotel Ads, and it’s a big one! Imagine your hotel popping up in Google Search with all the bells and whistles: real-time prices, glowing reviews, stunning photos—basically, everything a traveller could want, all in one place. That’s the power of Travel Feeds in Search Ads, and hoteliers need to get on board if they want to attract more direct bookings and leave a lasting impression on future guests.
Here’s the scoop on how this change can benefit your hotel—and what you can do to make the most of it.
What’s New with Travel Feeds in Search Ads?
Google’s Travel Feeds in Search Ads are here to make your hotel’s online presence shine! Now, hotels can showcase more than just plain text ads. With these enhanced ads, potential guests will see a wealth of info about your property, like prices, dates, ratings, and images—all served up right when they’re searching for a place to stay.
Since launching these updates for a limited group last year, advertisers saw up to 20% higher click-through rates (CTR). Why? Because people love clicking on ads that give them all the details upfront! And now this upgraded ad format is available to all hotel advertisers—meaning it’s time to step up your ad game.
How Will This Affect Hoteliers?
Let’s cut to the chase. Here’s how Google’s new Travel Feeds in Search Ads will impact your business:
1. More Eyeballs on Your Hotel
With the added punch of visuals and real-time pricing, your ads won’t just blend into the crowd. Think about it: when potential guests see a gorgeous picture of your pool or your unbeatable room rate right in the search results, they’re much more likely to click. These enhanced ads grab attention, and that means more exposure for your property.
2. Higher Chances of Bookings
Because these ads are so informative, guests can make quicker decisions. If your ad includes pricing, availability, and ratings, people feel confident that they’re getting accurate info. This seamless experience can lead to more direct bookings—and isn’t that every hotelier’s dream? No more back-and-forth comparisons on different sites. They get all the info they need at first glance.
3. Stand Out from the Competition
With everyone from big hotel chains to local bed-and-breakfasts vying for attention, you need an edge. Enter Travel Feeds. These rich ads put you in the spotlight—especially when you’re up against competitors who might still be relying on those old-school text ads. This gives independent hotels a better shot at standing out next to OTAs (Online Travel Agencies) and big chains.
4. Direct Bookings = More Profit
Speaking of OTAs, this is your chance to rely less on them. When your hotel ad shows up on Google with everything a traveller needs to book (attractive pricing, great reviews, killer photos), they’re more likely to book directly with you. That means no more hefty commission fees eating into your profits.
5. Instant Updates, Better Accuracy
Ever had a guest tell you they found old or incorrect info online? Awkward! With Travel Feeds, your ads will automatically pull real-time data from your hotel’s feed, so you don’t have to worry about outdated rates or sold-out rooms showing up in your ads. Everything stays up-to-date, ensuring you don’t miss out on bookings due to misinformation.
How to Make the Most of Google’s Travel Feeds in Search Ads
Okay, so these ads are great—but how can you make sure you’re using them to their full potential? Here are some easy-to-follow tips to get started:
1. Set Up Your Google Ads Account with a Linked Travel Feed
First things first: you need to link your travel feed to Google Ads. Google’s made it easy, and once your feed is connected, your ads will automatically start showcasing the extra goodies like prices and reviews. If you’re not set up yet, don’t worry—it’s a simple one-time process.
2. Polish Your Feed Data
Make sure everything in your travel feed is top-notch. High-quality images of your best rooms or amenities, up-to-date pricing, and solid reviews are crucial. You want to put your best foot forward, and if a potential guest loves what they see, they’re more likely to click and book!
3. Leverage Those Glowing Reviews
We all know that reviews are king. Hotels with better reviews tend to see higher engagement. Encourage your happy guests to leave reviews, and don’t forget to respond! The more feedback you can showcase in your ad, the better. People trust reviews, and they could be the deciding factor in whether someone books with you or not.
4. Target Smartly
The beauty of Google Ads is that you can get super specific with your targeting. Want to reach business travellers? Hone in on them with tailored messaging and offers. Have a fantastic weekend getaway package? Show it to people searching for last-minute trips. Experiment with different audiences to see what works best.
5. Keep an Eye on Performance
Once your Travel Feeds are live, don’t just “set it and forget it.” Keep an eye on how your ads are performing—look at metrics like CTR, conversion rates, and return on investment. Tweaking your approach based on these insights will help you get the most bang for your buck.
In a Nutshell
Google’s Travel Feeds in Search Ads are a game-changer for hotels. The ability to showcase rich, real-time data like prices, reviews, and images means your property can shine brighter than ever in search results. This is your chance to engage travellers, boost direct bookings, and stand out from the competition.
Want some help figuring out how to get started or make your ads even better? We offer a free marketing audit to help you fine-tune your strategy and get the most out of these exciting new features. Let’s make your hotel the one everyone’s talking about!