Google AdWords for Hotels and Travel
Who to target?
Leisure audiences searching for:
- Your hotel’s brand name
- Holiday ideas outside their home region
- Local short break destination ideas
- Wedding venues, spas and leisure facilities
- Seasonal events: Mother's Day, Valentine’s Day, Christmas and New Year.
Business audiences searching for:
- Accommodation close to their clients
- Team away-day facilities
- Meeting or conference facilities.
It might seem surprising but 70% of people don’t know where they want to go when they first start planning a trip. Instead, the majority of business and leisure travellers turn to Google for inspiration and ideas of where to stay.
This means you have a huge opportunity to use Google Adwords to attract new customers who are searching for accommodation and destinations online. However, to succeed you need to structure and target your Adwords campaign correctly.
Competition in the digital space is strong and customers have a great deal of choice. As a result, 96% of visitors to hotel websites leave without converting. While 49% of potential customers typically look at 2 - 4 sites before buying or making any contact.
We work with hotels like yours across the country to ensure their marketing stands out in Google’s search results. We help them use Adwords to increase visitor numbers to their site and improve their conversion rates. We’ve been doing this for nearly 20 years and can help you do the same.
of affluent travellers have booked lastminute trips from a mobile device.
Source: Google/Ipsos OTX MediaCT.
Are you mobile ready?
Many of our clients now receive more than 50% of their website visits from customer mobiles (up from 5-10% two or three years ago). Yet nearly half the people who use their smartphone to browse for travel inspiration don’t use it to book their destination hotel. They use other methods instead, such as their desktop computer, and many will phone – people still like to talk to real people.
What does this mean to you? Being top of Google’s search results is vital when advertising on mobile screens. Your Google AdWords campaigns need to exploit user expectations across the different devices they use. It is also essential that your hotel website provides an effortless user experience across all devices. A poor user experience at any ‘touch-point’ could damage your business brand and force the potential customer to go elsewhere.
of UK business trip customers purchased online.
Source: Consumer Barometer with Google
Direct bookings v booking websites
Hotel booking websites take a large commission on bookings. The way to avoid this is by attracting direct bookings. This means potential customers need to see your paid search listing above the booking sites. That is why we would target advertising at searches for your hotel brand name.
Seasonal search trends for hotels
Searches for hotels are strong throughout the year but there are peaks for leisure searches. The live Google data graph below shows how searches for hotels in Norfolk (UK) increase during the lead up to the summer holidays.
of people don’t know where they want to go when first looking into booking a trip.
Source: Google/Ipsos MediaCT
However, there is a particularly attractive spike in activity during August when people look for last minute destination ideas. The Easter holidays also show a similar pattern but at a lower level than the longer summer break. We can help you exploit that activity – and find opportunities for targeting business travellers in the quieter seasons.
Are you taking full advantage of Google Adwords to win new customers? Talk to us today.
One Vision has been providing expertise helping businesses grow online since 1996. We provide online advertising management and consultancy.