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Google announced three new features for hotels that want to list their rates or provide booking links through Google. With new features, hotels will be able to manage and change their rates much easier. Just in time for some post-pandemic travelling!
Google’s new updates are supposed to help advertisers and hotels manage their lists, stay ahead of the competition, offer real-time prices, and change rates directly on their Google Business Profiles.
So, what’s new?
Industry Standard Protocols
Some rules and protocols help hotels be consistent with booking, make changes and adjust rates. Google will support these protocols.
No More Spreadsheets
Google will no longer require hotels to upload annoying spreadsheets and files to add rates to their Google Business Profile. Instead, users can put their rates into their profiles directly. This way, hotels can keep up with demand and adjust their rates more quickly, without depending on technology providers or partners.
Eligible hotels will be able to directly input their rates through Google Business Profile and participate in free hotel booking links.
Photo Source: Google Ads Help
Open Access to Hotel Ads
Hotels will no longer need a Hotel Center account to run campaigns. That way, any Google advertiser can search and run campaigns for any hotel. When creating a campaign, advertisers can specify “I do not have a Hotel Center account.”. This will let the advertiser search for and choose hotels of interest. Google will automatically select the highest-quality feed for hotels where Google has available rates.
Performance Max For Hotels
This update will allow hotels to use PMax for promoting their properties across Google, including property-specific queries on Search. It is supposed to arrive in the second half of the year.
With it, you will be able to easily set up ad campaigns with pre-populated asset groups for each property, with automatically generated images, descriptions, and videos you can edit. You will also be able to target property-specific searches on Google, by promoting your hotel across Google’s advertising channels within Performance Max.
Photo Source: Google Ads Help
There are no specifics about the launch date, but you can read the whole announcement here.
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