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