Google just ended third-party hotel rates. What now?
Voice reading · ~2 min
Google ha dado un portazo a las tarifas de terceros en los resultados de búsqueda de hoteles. Según informa Hotel News Resource, la compañía ha dejado de mostrar las tarifas de agencias online (OTAsOTAAn online travel agency is a channel that sells accommodation and travel online in exchange for a commission. Booking.com and Expedia are the biggest. They bring volume and visibility, but charge commissions that eat...) y otros terceros en su metabuscadorMetasearchA metasearch engine compares prices for the same hotel across several channels at once and sends the user to the one they pick. Google Hotels, Trivago and Kayak are examples. It does not sell directly, it acts as a sh..., forzando a hoteles y OTAs a repensar cómo se muestran y compiten por la reserva directaDirect bookingA direct booking is one the guest makes through the hotel's own channels, with no middleman. It saves the OTA commission and gives the hotel the guest data to build loyalty. Winning direct is one of the industry's big....
¿Qué significa esto? Hasta ahora, un viajero que buscaba un hotel en Google veía tarifas del hotel y de OTAs una al lado de la otra. Con este cambio, solo aparecerán las del hotel si el hotelero está pagando por la visibilidad en el programa de Google Hotel AdsGoogle Hotel AdsGoogle Hotel Ads is the space where Google shows a hotel's prices across several channels inside its search and maps. It works like a metasearch engine and is a key battleground for the hotel's direct rate to compete.... Las tarifas de terceros desaparecen por completo.
Mi lectura: es un movimiento que puede beneficiar a los hoteleros que ya invierten en canal directo y en una estrategia de pricing transparente. Ojo, no es magia: si no tienes una oferta directa convincente (mejor precio, extras, condiciones flexibles), el viajero hará clic en la OTA de todas formas fuera de Google. La oportunidad está en que el hotel recupera el control del primer clic dentro del buscador más usado del mundo. Ahora toca afinar la propuesta de valor directa y asegurarse de que Google Hotel Ads esté integrado con tu PMSPMSThe property management system is a hotel's core software. It handles reservations, check-in and check-out, room assignment, billing and the status of every stay. It is the operational heart that most other tools plug... o motor de reservasBooking engineA booking engine is the tool that lets guests book directly on the hotel's own website. It shows availability, prices and takes the payment with no middleman. It is the key piece for winning direct bookings and saving... para que la tarifa aparezca en tiempo real. El que no se suba, perderá visibilidad gratuita que ya no tendrá.
Was this article useful?
The daily brief
PMS, revenue, distribution, AI and travel tech startups. One sharp email a day. Free.
The brief hoteliers who buy technology read every morning.
Editorial content by Hotel Tech News. It may contain errors. Verify anything important with the original source.
This article may mention third-party products, companies or services for informational purposes. Hotel Tech News does not endorse them and is not responsible for them or for what they offer. Editorial content curated by the Hotel Tech News team.
Hotel Tech News is an independent digest. It is not the official site of any brand mentioned. Content is editorial and curated, and may contain errors. Verify anything important with the original source. This is not financial, legal or investment advice. Some links or blocks may be sponsored or affiliate. Trademarks belong to their owners. You can unsubscribe at any time with one click, and you can request access or deletion of your data at hoteltech.news/contact.
The daily brief
PMS, revenue, distribution, AI and travel tech startups. One sharp email a day. Free.
The brief hoteliers who buy technology read every morning.