With all the heated discussions about Google dominating travel and increasing calls by industry pundits and experts to lessen hospitality’s dependency on the search giant, one thing is for certain: cash-strapped hoteliers today simply cannot just pause or abandon their marketing presence on Google.
Today, despite the crisis and all the industry sufferings, hotel marketers cannot ignore Google in the same manner as they could not have done this in any of the last 20 years.
On average, Google directly contributes, in the form of organic referrals (SEO, AMPs, Schema, content marketing, etc.) and paid/performance marketing referrals (SEM, GDN, GHA, etc.) to over 50% of direct online room nights for most hoteliers.