The Google free feed is now available world-wide but it is also available for OTAs and big review sites. To maximise Google free bookings you must be at the top of the free feed….
Firstly the free feed ranking is a Google secret (but it’s easy to get to the top of it). What we do know is that Google will order the free feed to satisfy their user, that is the many millions visiting Google to check out accommodation. We also know that the free feed is independent of money paid so every accommodation owner has the same opportunity as a multi-billion dollar OTA. This has never happened before and is brilliant news for direct bookings…
users (just like most of us)
Want to see the direct feed “official site” at the top
Want to see the best price at the top
Want the best availability at the top
first time ever this gives property owners a distinct advantage (over OTAs) if
they connect availability directly with their booking system.
It is most
important that you make sure you have the best rates and availability direct.
This comes with a warning, if you offer OTAs or review sites a better deal they
will most likely go to the top of the Google free feed.
The top position in the Google free feed is as simple as this …
Have the best rate direct
Have the best availability direct
Do not accept OTAs/Review sites
undercutting your direct rate
In this simplicity, there is amongst the suspicious of us, a feeling of fear – can it really be this simple? Clearly Google want to satisfy their customers and make Google the best place to come for accommodation booking AND we know the customer wants the best price and availability. The Google free feed is an elegant solution to provide what the customer wants, but there is an elephant in the room. How much will it cost Google in lost advertising (mostly from OTAs and Review sites)
The question the future will determine is, how much is Google willing to pay in lost advertising revenue to make Google the best place to get the best deal? The answer right now is indirect, there is simply no company better able to make this calculation profitably. Google knows exactly how to do these type of numbers and knows how to provide great search. Great search for Google now includes availability, prices, location, reviews, descriptions, comparison and booking. They also have what only Google has, vast user data and smart suggestions.
If the Google free feed continues it is likely that the future battle over the best price – the “price parity” vs. “rate fixing” argument – is going to be settled by Google de facto rather than in law where it has failed to provide the customer the best deal. Before the free feed the OTAs could pay to get their higher prices at the top of the list, not on the free feed they can’t… Bookings and customers will naturally flow to where they can get the best deal and Google wants it to be them.
One can’t help but wonder if this is the beginning of the end of OTAs and other meta review sites. They are starting to feel like second class places to go to book accommodation and that is, and must be, Google’s primary intention.. make it better than the OTAs and they will come…
The Google free feed changes everything in meta because it is genuinely better than anything else and that must put the fear in the rest.
Google, the mighty search engine, offers accommodation owners the possibility of listing in their free booking feed. Connect your availability and rates to the free feed on its own and get zero commission bookings from Google. Get in early and take advantage of this Google giveaway, it might not last forever, who knows?
The facts ….
Have the free feed on its own (no need to pay Google anything)
Google free feed is 100% independent of paid advertising
Free Google feed is available world-wide
Free feed bookings are direct bookings
OTAs and review sites are also in the free feed
Google free bookings are only for serviced accommodation (not cottage, villa, or vacation type accommodation – sorry!)
Speed is the essence, maximise your direct bookings, take advantage of the free feed quickly and be the one that gets the most free direct bookings. Experience has shown us that these opportunities get diluted over time so early adopters get the most bookings.
always been at the forefront of technology to get you more direct bookings. We
have pioneered availability with Google since 2018 (which is why we can launch
this free feed only service quicky).
We introduce freetobook “Google Zero”, with this service you will be listed ONLY in the free feed. In order for us to provide, map and maintain live rates and availability to Google we will charge a small subscription fee of £49 per year, act quickly forlimited free trial until 10th June 2021.
How can I get Google Zero?
Log in to freetobook and click on Tab “Plus” then select “Google Zero”
Other useful information about Google free bookings…
Who can take part? The free booking link is part of Google’s Hotel Ads system, so you can see right away that Google are looking for “hotel” type accommodation. Hotel type includes guest houses, bed and breakfasts, hostels but it specifically excludes vacation rental type accommodation, cottages, villas, lodges.
YES: for hotels, guest houses, bed and breakfast, hostels and apart hotels (hotel type).
NO: for cottages, chalets, villas, lodges (vacation rental type)
What do you need? You will need a booking system like freetobook that’s connected to Google, that connection (feed) sends your rates and availability with a link directly to your booking process. Freetobook have been providing this feed to Google Hotel Ads since September 2018
The situation NOW: Remember there are two parts to Google Hotel Ads the free bit with, we reckon, about 10% of the traffic and the paid section with roughly 90% of the clicks. (Read the blog for further details)
Google Hotel Ads on freetobook : freetobook are already connected to Google Hotel Ads (since 2018) and we provide a managed advertising service for more than and thousand properties in the UK. This advertising service is active now and we’ll continue managing it.
Good news: All properties using the Google Hotel Ads to advertise automatically get the Google free booking link. You can see how that works on this Google blog…
I want free booking links now: if you are eligible (i.e. Hotel type accommodation) and in the UK you can subscribe for our Google Hotel Ads service in your Plus tab this will give you paid and free feeds.
Only free booking links (Zero): You will need to wait a week or so for us to make this option available for you.
HOW? Google Zero will be available in the Tab “Plus” shortly.
The situation SHORTLY:
We’re already busy creating a Google free ONLY
service that’ll be available worldwide. This will use our existing feed to
provide Google with your rates and availability and the link for bookings at Zero
cost. You will not have to pay Google anything for the bookings.
This will be available shortly to all eligible (Hotel type) accommodation worldwide. We will charge a small annual subscription to provide the feed to Google (from freetobook) and deliver the bookings directly into your freetobook diary with reporting.
Just over a week ago Google made a big announcement about free advertising. It’s fair to say it shook up the meta search hotel booking space like a gorilla with a rattle. We all like to have something for free and from an advertising giant like Google, we would surely love it.
But let’s pause for a minute, what is this? We know that the OTAs typically
spend in excess of $6 Billion a year with Google on advertising. Are they
giving all of this away? No, I’m sure they are not doing that.
So, if it’s not a total giveaway then what is it? What is the free
advertising Google are offering and how good is it for accommodation owners?
More to the point, WHY have Google done it?
As a Google Hotel Ads feed provider and Ads manager for nearly two years, here at freetobook we have seen the progress and have a few insights into the strengths and weaknesses of the Google Hotel Ads as it stands, and, as it might develop alongside its competitors – chiefly TripAdvisor – in this meta search space.
What is the free bit that Google offer? The new free listing of the rates and availability feed is a section at the foot of the advertising block. It fits in below the paid or sponsored listings and looks a bit like this …
For those of you familiar with search engine terms this new “free” block is
analogous to “natural” listings. Natural listings are the opposite of paid
listings, they are free and they are ordered based primarily on customer
preference. If many customers pick a certain supplier for that property it is
likely that supplier will float to the top.
Anyone providing a feed to Google can be listed in the free or natural
section and the order they are presented will be a secret algorithm known only
to Google which is 100% independent of any payment to Google. No advertising
payment can ever influence a natural listing, that is certain.
How good is this free “natural” advertising? This is the tricky bit to answer but I think I can. In short, the reality is that it’s as good as Google wish to make it. They are the universal masters of natural listings vs. sponsored or paid listings. Their whole business model has, at its core, the advertising auction to get to the top of the page (where the clicks are) vs. the natural listings that give more authentic content and customer satisfaction.
The answer is probably about 10%. Google is giving away about 10% of the
traffic to natural listing. We know this roughly from volumes of bookings and
it kind of makes sense as a natural vs. paid split.
It sounds small but to accommodation owners this is a fantastic opportunity. If you are not currently paying Google to advertise in their feed (and the majority are not) then this 10% is actually 100% of something you didn’t have before and for free. If you remember the $6 Billion dollars, they are giving away a chunk of that to massively improve their customer offering and bring in new potential advertisers. Not a bad price for them and remember Google controls the prominence of natural listings (as they always have), so that 10% might not always be 10%, the structure/visibility of that display will continue to change.
What’s in it for accommodation owners? Our feed to Google is direct so it
shows to the consumer as “Official site”, this puts properties at an advantage
against the OTAs in the natural listings (free section). This is because
consumers are drawn to the direct channel when everything else is equal. Every
property’s direct feed should by “rights” be at the top of the natural listings
and so you could get the 10% of clicks for free. But beware! The OTAs are all
also in the free feed and if any OTAs were to have a better rate than yours
they would almost certainly come above you in the natural listing. If you are
not at the top, it is likely you have given a special offer to an OTA and your
direct rates are higher than the OTA rate.
Now this is the bit worth paying attention to … here are our tips to
being top of the natural listing:
a) Have the best rate direct b) Keep the best availability for your direct bookings c) Do not accept OTA virtual cards or they will undercut your direct rate d) Make sure your Google My Business listing is as unique and rich as it can be with reviews, photos, amenities etc. In other words if your direct feed is not at the top it is your fault and you need to fix it – which is as easy as a,b,c,d.
So yes, this is a massive opportunity for the direct booking feed, if you
are managing your rates properly you will benefit. For the small number of
properties that do not list with the OTAs this is even better news because they
will have no competition for their direct bookings, a “no-brainer” as they say.
Why are Google doing this?
Lots of good reasons. Google really cares about the user experience. You use
Google search because they are the best search engine. They want you to say you
also book via Google meta because it is the best place to find the best rates
1) Google can only show the best rates and availability if they have all of
the properties in the world on board and feeding them with the best on offer.
So, on one level, this is a ‘land grab’ to get the whole world’s accommodation
listed and bookable.
2) As a customer on Google you want to find the best rate. In the sponsored
listing the best rate is not at the top, the top spot is for the highest
bidder. This is sub-optimal as a user, why is the best rate hidden down the
list of OTAs? Not a good user experience. The natural listings solve this issue
because the most popular link comes to the top (most likely the best rate).
3) New advertisers become possible. As google advertising is an auction, these
always work better with more bidders. Google would like you to play in the 90%
of traffic that isn’t free so they will get you on board with the 10% free and
take it from there.
4) Great authentic natural listings are what customer’s ultimately desire. They
want to see what the best link is and the only way to do that is to remove the
paid side of it.
5) Google probably know that by having all the small independent properties
(the “longtail”) on board they will increase their overall bookings including
those with the larger chain hotels. Guests want choice and that’s why the OTAs
want to have all properties listed.
6) Reviews and content are becoming a bigger part of what Google offers. Having
availability next to their accommodation reviews is a very smart move. We have
seen the growing importance Google and Facebook place on collecting reviews…
another blog in itself.
Google knows how to juggle the supplier’s desire for customers “traffic” with the customer’s desires. They know that if their meta is to work it must work for customers and the most authentic way for it to work is with natural listings providing by definition; what the customer wants at the top of the list.
We know Google has the best tech, they can do the math on advertising bidding better than any other company. They soon will have most of the rates and availability, a very good set of customer reviews and other content, making them the “go-to” place to book a hotel and other travel-related services. If I was a review website or an OTA I would be looking hard to see how I could keep my revenue. If I was an accommodation provider I’d take advantage of the free offer and see what plays out – Google vs. OTA vs. Big review site.
PS: Where Google goes and makes a success, Facebook and Amazon watch to see
how its done!
Diversity is security. Relying on just one source of bookings is a risk to any business.
Your first priority is maximising direct bookings and it’s what we do best at freetobook. You simply can’t ever have too many direct bookings!
Next in importance, if you need more bookings than just your direct ones, is your channel bookings and your meta bookings**. Freetobook does the whole range of channels: Bookingcom, Expedia, Airbnb, Hotelscom, Agoda, HostelWorld, HRS, Pitchup and a few others in the wings.
For Meta you can use Google Ads (UK only, world-wide by summer) and TripAdvisor (worldwide).
The 3 biggest channels are Bookingcom, Expedia and Airbnb. If you only work with one then you’re in danger of that source being too dominant, one channel is not a healthy spread. Some customers prefer to only book with certain sites (like Airbnb) so you may just not be reaching them if you’re not on that channel. Also a specific channel may do something you disagree with (it’s not unheard of!), so having alternatives will help in these situations by providing resilience.
Freetobook is regarded as one of the most reliable and high service channel managers in the world. There’s a lot of high tech in action, making sure it works all of the time. On the service side, unlike most, we do all your rate plan mapping and pro-actively manage connections once in place. This hands-on human support and advice makes the all difference. We also provide you with tools to ensure your direct rates and direct availability are the best they can be.
A good healthy business mix includes a majority of direct bookings alongside a diversified strategy with Bookingcom, Expedia and Airbnb.
OTAs are not for everyone, some properties can manage to fill up without them and we support those efforts. If you want more exposure but at a lower cost than the OTAs we suggest Google Ads at 7% advertising. In our experience TripAdvisor advertising works best if you are not with any OTAs, if you are with OTAs then TripAdvisor is too high a cost.
If Google Ads and direct are not enough to fill up your property we would suggest a diversified selection of OTAs. These channels can be managed in a way that prioritises your direct bookings, you would expect nothing less of a family company like freetobook.
**Meta is a source of direct bookings from rate comparison systems. Examples are Google and TripAdvisor – They are NOT Online Travel Agents (OTAs) and you pay for advertising rather than commission. Your direct rates are shown alongside the OTAs (only if you are with the OTAs). Meta is most powerful when you are not with any OTAs – your direct rates then become the only rate Google shows !!
News is out that freetobook are working on a connection which will enable accommodation providers to connect their availability to Google Hotel Price Ads. All customers using freetobook with nightly rates will be able to participate including hotels, apartments, guest houses, inns, bed and breakfasts, hostels, campsites and many others using nightly rates.
In the past Google HPA was only available to big hotel chains, Online Travel Agents (OTAs) and digital marketing organisations. Here at freetobook we like to smash through barriers and open up the best marketing technology to everyone, making more distribution channels available on an optional basis to our customers across the world.
When completed your freetobook diary will be able to feed rates and availability to the whole of the Google network giving you fantastic global marketing access. This service is on an opt-in basis without any tie-ins so you are free to try it out and calculate your return on advertising investment. Bookings that you receive from the service will be direct bookings and you will be able to pay per click for advertising on the Google HPA service.
Google HPA is different from Google Ads. The main difference is that Google HPA can link to your availability and direct bookings can be made there and then. Customers on Google will be able to see which accommodation is available at what price and make a direct booking. Unlike Google Ads you do not bid on keywords with Google HPA the placing of the adverts will depend on Google and their bidding system.
Where will my Google HPA adverts show ? You will be able to show on Google Maps,
Google Local, Google+, and the new Google “three-pack” on AdWords. You can see some of the examples of where the adverts show in the pictures on this blog. All the best technology changes and improves and Google is a great example of this, so whilst we can say where the Google Hotel Price Ads show now we can also be sure that this will change and improve with time.
A short video with a flavour of the Google HPA service
Customers already using freetobook can pre-register for Google HPA in their TAB”Plus” under “Your Ads” on the orange bar.