Google has recently made a decision to shift away from commission-based bidding models. Starting in April 2024, new hotel ad campaigns will no longer feature these bidding options, and existing campaigns will transition to alternative methods by October 2024.
When properly executed, email marketing for hotels opens a direct line of communication to past, present, and future guests, providing them timely, relevant information and offers - and increasing your direct bookings. But, for hospitality email marketing to reach its full potential - and provide the return on investment you’re looking for - your communications must be efficient and thoughtful.
In the case study, TravelBoom exhibits that hotels can dominate the search engine results page (SERP) through an AI-driven metasearch campaign combined with a well-run pay-per-click campaign. Furthermore, the metasearch campaign can generate more than 200% higher returns on ad spend.
Google has won the metasearch war, and hotels are looking to the online search powerhouse to drive more direct bookings