Google and Guestline Announce Partnership Increasing Direct Hotel Bookings
Guestline Announces New Global Connectivity Partnership with Google to Help Hotels Generate More Direct Bookings
Guestline, a leader in hotel technology, will offer hoteliers the ability to provide accurate rates directly to Google under a new connectivity partnership.
This new collaboration between Guestline and Google will allow hoteliers to increase direct booking volumes and revenue by automatically exposing rates and inventory directly to Google as part of their free booking links.
Customer search results will include the placement of a Google Free Booking (or Google Hotel Ad) link in the Google Search and Google Maps metasearch panels. Bookings are facilitated by Guestline’s own booking engine, which is directly integrated with the hotel’s Guestline PMS, to further capture the direct market.
Historically, a number of elements have been required to enable hoteliers to work with online search engines to generate reservations. These include a metasearch channel, the data itself which, if downloaded manually, is often outdated and therefore redundant almost immediately, or a booking platform to make a reservation and invariably a high cost to the hotelier to acquire the customer. Guestline’s partnership with Google now offers a much more efficient approach for hoteliers to provide their data and booking engine link directly to Google.
Chris Jones, Product Manager at Guestline comments: “2022 is shaping up to be the year hoteliers really focus on direct business. The past two years have seen hoteliers prove themselves and the appetite to capitalize on the direct channel is stronger than ever.
Our new connectivity partnership with Google and this direct connection to their free booking links offers hoteliers a solution that will allow them to realize this ambition. Not only with the ability to improve search listings, but also the ability to deliver an enhanced, integrated customer experience that takes them seamlessly from search to booking through our PMS.
“It was built with a customer and hotelier first approach, to deliver a host of benefits. Not only increased direct bookings and revenue, but also the ability to master the customer relationship and end-to-end customer journey Right off the bat, hoteliers have more autonomy and can have full ownership of guest data, rather than via an often costly third-party OTA.Higher engagement also presents more opportunities for upselling and retaining guests. clients.
“With its focus on integration and price parity between search price and bookable price, coupled with its growth in the ever-changing metasearch market, Google was the clear choice when it came to to select a search partner and develop a search product that was suitable for direct market purpose.We look forward to working with hoteliers to develop their search and SEO capabilities, now and in the future.
Free Google Booking Links are unpaid links that Google ranks based on how useful they are to the user. They display the hotel name and room rates and when users choose to select a hotel, they are taken directly to the webpage designated by the hotelier. Especially from a profit perspective, hoteliers do not pay fees for free booking links, as no contract is required between the hotel and Google. For hoteliers interested in free booking links, they will first need to create a Google Business Profile.
Alternatively, Google Hotel Ads allow hoteliers to display inventory availability and rates in Google Search, Maps and Assistant for better visibility, with the option to book directly or through Google. As a metasearch platform, it displays official hotel rates alongside OTA rates. More generally, metasearch channels are not set up to sell directly on behalf of the hotelier, but rather to gather and display the best insight into the data (rates and availability) available. The ambition is for hotels to be able to drive more direct bookings and thereby reduce the cost of acquiring customers relative to the brand, by operating on a pay-per-click rather than commission model, as customers can book instantly.
For both options, hotel data provides a structured deep link directly to Guestline’s booking engine, giving the customer accurate and compliant availability and pricing, with the ability to complete the booking on the guestline’s website. hotel for a fully integrated process.