As we discussed on a previous post, the main comparison sites have gone a step ahead in their business model and opted to allow direct bookings, straight from their platforms. This is an opportunity that hotels can’t let pass by, but it is also a challenge, that is where we come in.
Visibility and competition in meta search engines make it a real headache for hotels to just get one booking, but they can also be seen as a great opportunity, if they use the help of a suitable partner, as Idiso, who can help them maximise profit through all available channels. A very important factor to bear in mind is the attribution model’s defined strategy, marking a difference in the relevance of introductory, influential and closing pages as these all play an essential role in the process.
The sector’s main players and direct booking:
Google Hotel Ads, what the technological giant has opted for.
Since the end of 2015 Google Hotel finder has been renamed Google Hotel Ads, it’s aim is to generate traffic and bookings on the advertisers own page, as it shows the advert close up when the users are ready to book.
To be part of this program hotels must manage their integration using an authorised partner like Idiso, or there is the more laborious and complicated option of working directly with Googles’ API.
This product, also known as Hotel Price Ads, allows users to book direct from the Google search results, in any of their products, as Hotel Ads appear on google.com and google maps when travellers look for hotels on their desktops, tablets or mobile devices. The search results that the hotel offers are based on a mix of payment models and other organic factors that influence the hotel’s positioning.
If Google will finally take the step and become a true OTA still remains a mystery.
Instant Booking. Tripadvisor advances to direct bookings
Instant Booking is Tripadvisor’s new tool to make a booking without leaving the platform, whether on your mobile or desktop.
The great novelty is the change from a CPC payment model to a CPA model, where there are two types of commission:
12%: For every 100 clients that see your profile, 25 see the hotel’s rate and can directly book without leaving TripAdvisor. The other 75 will see the rates published by online agencies.
15%: In this case, out of every 100 users that see your hotel’s profile, 50 see the direct channel rates, the other half see the online travel agencies rates.
It’s hoped that throughout this year, Instant Booking will be made available worldwide, Spanish hotels can already work with this tool.
Trivago strengthens its position with hotels
Trivago has implemented Trivago Direct Connect on its open beta version. This project adds more prices from independent hotels, but will also push the inclusion of hotel chains and booking websites, or so the company stated in a release that encouraged independent hotels to become part of the trail program in the beta version, said participation is subject to certain requirements.
Trivago Direct Connect allows independent hotels publish the rates from their official website on their Trivago profile, to help them increase the direct bookings and maintain independence when it comes to the other distribution channels. The campaign management model will be CPC.