Industry Update
External Article15 September 2020

How hotels can work alongside Google in the post-pandemic era, part two

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On average, Google directly contributes, in the form of organic referrals (SEO, AMPs, Schema, content marketing, etc.) and paid/performance marketing referrals (SEM, GDN, GHA, etc.) to over 50% of direct online room nights for most hoteliers.

This does not include OTA room nights, the bulk of which come as a result of the OTA performance marketing on Google to the tune of $11 billion a year.

During the pandemic, Google has not only maintained but increased its search market share and in August 2020 Google controlled 87.3% market share in the U.S., 93.24% in Europe and 91.5% in Asia.

In the second part of this analysis (read part one here), we look at how hotels can implement a post-crisis Google strategy.

In these difficult times with low occupancies, catastrophic ADRs and RevPARs and staff operating on a skeleton-crew fashion, launching elaborate and expensive performance marketing campaigns to acquire new guests on Google Ads (GA), Google Hotel Ads (GHA) and Google Display Network (GDN) are out of the question.

Therefore, with your post-crisis marketing strategy, the goal is to achieve maximum returns with minimum budget. Here are some of these initiatives that will help you achieve that:

Read the full article at Phocuswire

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How hotels can work alongside Google in the post-pandemic era, part one

8 September 2020 — With all the heated discussions about Google dominating travel and increasing calls by industry pundits and experts to lessen hospitality's dependency on the search giant, one thing is for certain: cash-strapped hoteliers today simply cannot just pause or abandon their marketing presence on Google.
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