Google with its innovations has always helped businesses succeed. And when it comes to the hotel industry, the scenario is no exception.
Google hotel search has been extremely useful for hotels from the get-go. To top it up, Google this year announced that they are introducing free booking links (FBL).
This is indeed a game-changing move in the hotel industry and is already bringing a major change to the online distribution landscape.
However, despite all the benefits of Google free booking links, it seems there are still a huge number of hotels that aren’t moving to it.
When I got to know about this scenario, the first thought that came to my mind was I have to talk about it. Because the competitive edge Google FBL presents is great and hotels must make the most out of it.
So, keep reading on as I cover all the aspects.
Table of Content
What are Google’s Free Booking Links (FBL)?
Free hotel booking links is a new program by Google that allows hotels to display their direct booking rates and availability on Google hotel (meta) search. Further, this enables travellers to compare a property’s room rates across various platforms.
Meaning, this new feature or program by Google has the potential to help hotels in driving more direct bookings, bypassing the costly commission fees charged by OTAs.
Scenario Before Google FBL
I am sure many of you might be wondering, “wasn’t it always been the same?” And these thoughts are legit. Because MANY hotels still aren’t aware of what Google FBL are and how they work.
So, if I go on to answer those questions, then, it WAS NOT.
In the past, accommodation providers had to pay a certain amount to run a ‘Google Hotel Ad’ if they wanted to be displayed for direct bookings on Google. But this has changed significantly.
Hotels now don’t need to pay to get featured in the comparison prices section.
“We’ve seen that users find hotel booking links to be highly useful, and partners find them to be a valuable source of potential customers,” reads Google’s official announcement.
“Now, we’re improving this experience by making it free for hotels and travel companies around the world to appear in hotel booking links, beginning this week on google.com/travel. With full access to a wider range of hotel prices, users will have a more comprehensive set of options as they research their trip and ultimately decide where to book.”
The search giant also mentioned that one of the major benefits of google free booking links is that it will extend the reach of existing Hotel Ads campaigns. Moreover, a new set of tools are also going to be introduced for hotels to provide their rates and availability directly, eliminating the technical complexities.
The Reason Free Hotel Booking Links Came into The Picture
First things first.
Google cares about the user experience.
There’s no denying to this. And this is the same reason why GOOGLE is GOOGLE.
The search giant has already stated that the entire shebang of free hotel booking links is to help travellers easily find the best rate and hotel, and also help hoteliers drive more direct bookings.
However, if you think from a business perspective, there’s much more involved than just this.
Google is no less than a godfather for hotel businesses worldwide. However, all these years, it has operated as an ad agency, generating clicks and driving traffic. But now it is actively looking to expand in the travel and hospitality industry.
But then again, online travel agents (OTAs) have a strong grip here. And if Google wants to come to the top, it will have to offer something that has never been done before; and free booking links are doing just that.
Google is not only helping hotels (of every size) get a competitive edge over the big sharks but also marking its territory in the hospitality domain.
There is absolutely no doubt that the benefits of google free booking links are tremendous. And with that, soon, Google will become the go-to platform to book a hotel and other travel-related services. After all, when it comes to invading verticals, Google can do it better than anyone.
Why Hotels Are Still Not Moving to Google FBL?
Now, let’s address the elephant in the room – why are so many hotels still refraining from getting their hands on Google FBL?
I have been writing about all the happenings in the hotel industry for quite some time now. I could see that hotels not turning up to free booking links is a fact.
The major reason behind this is that OTAs have been at the forefront for a long time and even hotels have invested enough in them. Hotels that aren’t betting on Google FBL still think that OTAs are the dominant reservation channels.
Another reason is a huge number of hotels don’t have in-depth knowledge about free booking links. Despite being a part of the hotel meta search, properties are not really sure how this new feature is going to help them excel.
Moreover, when I am saying knowledge about free booking links, I also mean that hotels aren’t sure of how to join. And when they don’t get the correct guidance, they tend to overlook and do away with it.
This shouldn’t be the case at all.
Hotels that are shying away from Google free hotel booking links must take out time to understand the whole concept.
Google is creating a crowded field, forcing OTAs to up their level if they want to compete with the search giant. It has been predicted that soon Google with its magnificent wave of innovation is going to make most OTAs irrelevant in the travel industry.
So, it’s definitely time for hotels to reconsider their decisions.
eZee to the Rescue
If you don’t know how to get started with free booking links on Google, then don’t fret. eZee got your back.
Properties can enrol for the free hotel booking links program only through Google’s authorized integration partners. And this is where eZee comes in.
eZee, the global #2 hotel PMS provider is onboarding its existing customers and all future customers onto the Google FBL platform, unlocking a myriad of commission-free booking opportunities for the properties.
Being an authorized Google free booking links integration partner, eZee gets your hotels’ direct rates positioned at the top of the Google meta search listing. Not to mention, its booking engine, eZee Reservation, helps hotels in acquiring direct bookings from Google, without any hassles.
We have also hosted a webinar with Google experts who talked about the nuts and bolts of FBL.
Watch:
Conclusion
The hotel industry is supremely competitive and to stay ahead in the game, accommodation providers must tap into all the new relevant opportunities.
Google free booking links is one such platform that is empowering properties when it comes to acquiring direct bookings.
Hotels have paid and are still paying hefty commissions to OTAs. It’s not that OTAs aren’t delivering but there are times when it takes a toll on a hotel’s bottom line.
(I have even done a blog on this — “OTA vs direct booking” — where I have explained all the ins and outs of this scenario.)
Being a part of the Google FBL, you get to bypass that aspect of commission, which in turn improves your overall revenue.
So, if you have been shying away to date, you must change that mindset and get hold of this fantastic opportunity.
And, of course, eZee is there to handhold you in every step.
