From clicks to reservations: How Google Ads integration elevates your direct booking strategy

Author: Allard Alfrink. Senior Director Business Development EMEA. Cendyn.

In the age of digital transformation, the hospitality industry has witnessed a significant shift in how travellers plan and book their accommodations. Hoteliers are turning to various online strategies to capture the attention of potential guests, and Google Ads has emerged as a game-changing tool in their arsenal. Searching for desired hotels on the search engine has always been a part of the customer journey, and that is why it is crucial for the hotels to appear as the top result of their prospective customer’s search results.

Google Ads, formally known as Google AdWords, is a powerful online advertising platform that allows businesses to create and display ads on Google’s search engine results pages (SERPs) and across its vast network of partner sites. It provides many benefits to businesses, like precise audience targeting, increased visibility, immediate results, cost control, etc.

Connecting a Central Reservations System (CRS) with Google ads works as a force multiplier for marketing campaigns. By integrating your hotel’s reservation system with Google ads, you can create a seamless flow of information between the booking engine and the campaign, resulting in improved targeting, relevancy, and overall customer experience.

 Here’s why it’s essential to connect your hotel reservations system with Google ads:

  • Seamless user experience: When users click on your Google ads, they should be directed to the booking engine that mirrors the information displayed in the ad. This consistency enhances the user experience, reduces bounce rates, and increases the likelihood of conversion.
  • Drive demand with timely offers: CRS connectivity to Google Ads allows hoteliers to target prospects early in the customer journey with the help of time-bound promotions and offers. This inspires potential customers to click on the ad, driving direct demand for hoteliers.
  • Urgency messaging: Businesses can set up messages showing the number of people who booked in the last few hours, the starting price, the number of rooms left, price lasting until certain time, and so on. This information creates a sense of urgency and ultimately converts lookers into booker. When the CRS integrates Google Ads, it ensures that this specific messaging is displayed on Google Ads even before the prospects land on the booking engine.
  • Maximize Ads ROI with smart budgeting: A Google Ads integration allows you to allocate your advertising budget effectively. For instance, during peak booking hours or periods, you can increase your ad spend to capture potential guests’ attention when they are most likely to make a reservation. It also helps you discover booking trends and patterns, which empowers you to strategize future advertising budgets.
  • Inventory management: Integration with your CRS ensures that your ads only display when there are available rooms. This prevents the frustration of users clicking on an ad only to find that their desired dates are unavailable, which can negatively impact their perception of your brand.

Connecting your hotel reservations system with Google Ads is essential for delivering a seamless and relevant experience for your potential guests. This integration empowers you to provide timely offers, personalize content, optimize budget allocation, and drive higher conversion rates.

Allard Alfrink. Senior Director Business Development EMEA. Cendyn.

About the Author: Allard Alfrink

Allard Alfrink is the Senior Director of Business Development - EMEA for Cendyn. As the primary point of contact for hoteliers in the region, Allard leverages over 20 years of international hospitality and technology experience to find the right solution for a wide range of business settings. As subject matter expert on distribution, he also helps find creative solutions for marketing, digital media, website design, systems integration and online sales challenges via Cendyn’s broad range of services. Allard helps hotel organizations maximize usage of the latest technologies and co-develop strategies to optimize your guest’s experience, as well as your business’s results. 

Allard Alfrink is based in the UK and has a Global MBA from Oxford Brookes University and a Bachelor's degree in Hotel Management.