A few weeks into the Google free feed activation and bookings are flowing in. We are overjoyed to be providing direct commission free bookings into your diary… (No charge from Google) so make sure you don’t get left out.
Sometimes these things don’t last forever so its worth getting in as early so you can to maximise the number of commission free bookings.
You can have the Google free feed on its own, you don’t have to pay for Google advertising to be part of the free feed.
Maximising direct bookings at zero commission is one of our key pledges, we are proud once more to be the first to build solutions that genuinely help accommodation owners to thrive…
Freetobook will always prioritise direct bookings which is why you can trust us to be the first with such important services like the Google commission free bookings. It’s a great benefit to your business so why not signup to Google Zero by freetobook and get yours!
Hotel Bonanza is a new Online Travel Agent (OTA) with a strategy of offering a lower commission for accommodation owners and a discount to guests. They have set their commission at 8% so you will find them considerably cheaper than the current dominant OTAs.
Freetobook is a family run company so our loyalty is firmly with our customers, we hear time and time again that properties need to reduce commission charges. We understand this need and will continue to support companies like Hotel Bonanza that offer a lower cost alternative.
If you already have a Hotel Bonanza account fully setup and are a freetobook customer all you need to do is request a connection in the Tab “Plus” where you can add a channel.
For those of you who are not yet freetobook customers you can find out about all the advantages of switching to freetobook …
Find out more about Hotel Bonanza and their story visit their website, join up if you like it click here…
Before next summer freetobook will have a connection for Google Hotel Ads which will give you access to Google’s direct booking channels at 10% which will also be a welcome reduction for many of you.
Freetobook, the fiercely independent family company you can rely on.
Freetobook properties have always been able to offer their very own extras enabling customers to choose items that will make their stay special, whilst adding to to property’s revenue.
We have now added the ability for you to define nightly extras so that the extra cost is multiplied by the number of nights your customer stays. Nightly extras can be also booked for a specific number of nights rather than all nights.
Booking Extras can be found in Tab “Availability” and “Booking Extras” on the orange bar.
More great options included with freetobook’s booking extras include;
Ask your customer an associated question related to a booking extra.
Limit the extra to certain dates of stay.
Extras can also be offline only (not bookable by the customer), this is great if the extra is variable and you only want to add it to their bill during stay i.e. meals and drinks.
An extra can also be compulsory i.e. for a security deposit.
These functions and much more are included in freetobook’s free version which continues to grow and improve, all helping your direct bookings. Just what you would expect from a cutting edge family business.
Thousands of properties have already benefited from freetobook’s promo codes so we have made them even better. You can set up as many promo codes as you like to target more customer segments and drive up your direct bookings.
Now with the new upgrades you can also;
1) Restrict the promo codes to apply on certain nights of the week.
2) Create a promo code that’s an extra service or item rather than a rate discount.
3) Set a minimum stay duration for the promo code.
Promo codes are great at encouraging guests to book direct. So why not use them to increase direct bookings and entice bookers away from other online websites, thereby powering more direct commission free bookings.
You will find promo codes and special offers in the Tab “Specials” and “Promo Codes” on the orange bar.
Does Your Website Tell Customers WHY They Should Book Directly ?
We were chatting with one freetobook customer this week who was alarmed at the growing number of rooms sold via booking.com rather than her own website and to make matters worse, a returning customer had re-booked using the OTA! With a few clicks all became clear. The property’s website was overly cluttered, out of date with offers from the Christmas holidays and it wasn’t clear there was an online booking facility.
Does your website tell potential customers WHY they should book directly with you? The OTA’s do a brilliant job at converting lookers to bookers. From the ‘last room, last chance’ popups in red lettering, they create a sense of urgency to drive through that final click to book.
It’s worth saying once again …
Place your BOOKING BUTTON on the top left hand side if you possibly can. Advertisers pay a premium for this ‘sweet spot’.
HIGHLIGHT to potential bookers that they will get the BEST POSSIBLE PRICE (with no commission) by booking on your website.
Add in fresh, positive reviews onto your front page. Update very regularly!
Other general website design tips to remember …
How well do other folk feel you are marketing your accommodation? Ask friends and business associates whose opinions you trust to spent time on your website. Their feedback may highlight some great new suggestions or angles.
Make your website look as professional as possible, it’s your number one marketing tool. It’s worth considering giving it a timely overhaul with the help of a website designer.
Beautiful images SELL. Refresh images of your property seasonally, there is nothing more off-putting than searching for a summer retreat only to find the main photos on the property’s website show a winter wonderland!
Write concise (less is more!), appealing copy about your property and what visitors can expect on arrival.
Many accommodation businesses are confused about TripAdvisor’s direct bookings, are you one them? Let’s try to explain, so find a nice quiet spot to sit down with a glass or mug of your favourite drink.
In the last year TripAdvisor has changed its business model a number of times leaving many potential customers confused and even locked out. We have created a couple of videos to help you understand these changes (skip to these at the foot of the article…if you like) but it’s probably worthwhile seeing some of the basic facts first. Like them or not, here they are;
TripAdvisor is a booking website used to book accommodation online.
Accommodation businesses can receive bookings directly from the TripAdvisor website using a booking engine i.e. Freetobook.
If you are already working with an OTA (Online Travel Agent) like Expedia or Booking.com you may find that the OTAs advertise your availability on TripAdvisor. These bookings will come through the OTA (not directly from TripAdvisor) and look like any other OTA booking and you pay your agreed commission to the OTA, as usual.
The OTA pays to advertise on the TripAdvisor website, each OTA decides if they want to advertise your availability. You have no control over this.
TripAdvisor lists availability and prices prominently so properties that don’t have online rates will be more difficult to find and if they are found they’ll be surrounded by images and popups directing customers to nearby available properties.
Available to accommodation owners worldwide except if you have a holiday rental on HolidayLettings or FlipKey
In short, if you don’t have online rates you will receive less traffic and fewer bookings than in previous years.
If you do want bookings this way then you choose your route, direct with TripAdvisor or through an OTA – either way there is no requirement for any fixed upfront costs, no subscriptions or annual fees.
To get bookings direct you will need an account with TripAdvisor and an approved booking engine (or connectivity partner i.e. freetobook). Simply login to your TripAdvisor account and setup your direct advertising via their TripConnect service. Most approved booking engines charge for this service but with us it is completely free.
To advertise directly on their website you will need to pay TripAdvisor. In their wisdom they have created two models for payment (hence our two videos mentioned earlier).
Model One: Pay Per Click
Here you pay TripAdvisor a click fee each time a customer clicks on your advert, on a Cost Per Click (CPC) basis. However, you DON’T pay for a search, you only pay when the customer searches AND then clicks on your available price. If you are not available on the dates the customer searches or they don’t click the price then you don’t pay.
Cost Per Click model facts:
You pay when a customer clicks on your available price.
TripAdvisor sets the click costs and from feedback they are generally quite low (but we can’t see or know the cost, they are only visible in TripAdvisor).
You can vary what you pay per click (your bid). If you bid too low then TripAdvisor will remove the advert and you would have to increase your bid to show again.
If you work with an OTA they might also advertise alongside your CPC advert.
You set the budget and pay TripAdvisor and can switch it on/off as you please.
In this model you pay for the advertising and you measure the bookings that come from the clicks. Bidding higher for clicks will make you show at the top of any adverts on your property and bidding too low will mean you don’t show. You make the judgement as to the cost effectiveness of your advertising by totalling up the bookings versus the click costs. Ideally that return has to better than any other booking options i.e. OTA commissions.
Enjoy the youtube video on the Cost Per Click model.
Model Two: Pay Per Booking model (Instant Booking)
In this model you only pay TripAdvisor for bookings. There is no cost for each click, instead you pay a commission amount on realised bookings. You set this up by logging into TripAdvisor account and activating an Instant Booking campaign. You pay TripAdvisor a commission fee only after the customer has completed their stay. At the time of this blog Instant Booking is not available to all properties. Use the Instant booking link below to check.
Pay Per Booking model facts:
You pay either 12% or 15% commission after the customer has stayed.
If you bid 12% then TripAdvisor will show your advert 25% of the time.
If you bid 15% then TripAdvisor will show your advert 50% of the time.
No other OTAs will show if your advert is showing.
There is no payment/commission due on bookings that cancel.
Enjoy the youtube video on the Pay Per Booking model
By now you are either asleep or completely up to speed on direct bookings from TripAdvisor….. that is before it changes (only joking!) As always, please share your experience of this service or any other relevant news, let us know how it has or hasn’t worked for you.
In a candid announcement a few months back Google let the world know that mobile friendliness has a deadline. From the 21st April onwards Google will actively favour mobile-friendly websites in mobile searches. If your website is mobile-friendly it is likely that you will rise in Google search results for mobiles as those that aren’t slip down the ranks.
In their words “Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.” The Google announcement can be found here
This makes total sense, Google is in the business of delivering high quality relevant searches to their customers. If a customer is using a mobile device they will want to see mobile-friendly websites above the websites that do not look good on mobile devices. As a useful guide Google has made free tool to check if your website is mobile-freindly click here to check your website.
Accommodation businesses should look to be mobile-friendly before the 21st April. There is help at hand with freetobook mobile website and mobile booking. Our mobile websites are continually updated for the latest mobile versions and they update when you change your details in your freetobook account.
If Google speaks we all have to listen and when the world’s search giant lets us know that it now labels websites as “mobile-friendly” the message is clear. (read Google announcement)
Labeling websites as mobile-friendly will help Google rank them higher for users on phones. The message from Google is loud and clear so any late arrivals need to get serious about mobile. Simply put there is now a penalty on Google for not having a mobile website.
Google says “Have you ever tapped on a Google Search result on your mobile phone, only to find yourself looking at a page where the text was too small, the links were tiny, and you had to scroll sideways to see all the content? This usually happens when the website has not been optimized to be viewed on a mobile phone. “
Frankly, it’s frustrating to visit a website with a phone and have to scroll to find things, read tiny print and wish that your fingers were the size of matchsticks as you try to click the correct link or back track from the wrong link.
Elegant, simple, mobile booking solutions have been part of freetobook from our birth. It’s easy and low cost to get your website and booking process mobile.
Mobile websites for accommodation providers need to designed specifically for accommodation, you need something that fits your business. All our mobile sites are automatically updated when you update your details in freetobook.
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.
TripAdvisor’s “Just for You” personalised hotel choice
News has just come out on new hotel selection functionality for the TripAdvisor website, adding to the booking experience for TripAdvisor’s customers. Selecting accommodation will be more personal with the TripAdvisor “Just for You” feature. Millions of customers using the site could be directed towards hotel selections customised for them by TripAdvisor’s personal data.
Selected hotels will be based on a TripAdvisor customer’s individual profile, this may include, travel style, brand, amenities and location etc. Customers will be able to “tag” preferences, you can see the tags live on the new hotel pages when you login as a customer (see example below).
Just for You is highly adaptive and learns from favourite hotels and destinations. At freetobook we can easily imagine more in-depth personalisation which could include search history, review sentiment, pages visited, hotels liked, along with facebook or other data merges.
The new selection tool follows the deep vein of booking friendly usability that includes TripConnect and Instant Booking. There can be no doubt that TripAdvisor is continually adapting and improving their booking functionality with a view to increasing the number of bookings taking place on their website.
The importance of being bookable on the TripAdvisor website will continue to increase. Right now hotels can do this in one of two ways, they can use TripConnect with pay per click or connect via an OTA which will advertise for them.
All freetobook customers can take advantage of the TripConnect direct booking platform as freetobook is a premium partner with TripAdvisor. We are also the first booking engine in the world to certify on the soon to be launched TripConnect instant booking platform, where customers transact the booking without leaving the TripAdvisor website.
More information and further reading on the TripAdvisor possibilities with freetobook see below.