When choosing a hotel, the customer’s perception of the hotel’s value is one of the largest determining factors in their decision-making. Through branding and integrated marketing communications, how can we help customers see the value of our hotels? Google, who facilitate countless number of hotel search queries are becoming increasingly relevant in how customers perceive hotel value.

Here are the top ways that Google is transforming the industry.

1. Inclusion of prices in Google Maps

Currently in a testing phase available only for English search results within the US, Google Maps now includes hotel price listings in their search results. This service will also grow to include prices listed on the maps themselves both in the inlayed map on the page, and in both traditional Google and Google Map searches.

With Google also pulling customer review information from leading third party travel sites, customers must make a quick value judgment based on hotel name, price, location, number of stars, and the one review included (as demonstrated in the picture below). Paid advertising on Google, also gives the Holiday Inn presence on the first search page, whereas they would normally only be found on the fourth page of the organic search results.

When this service expands worldwide, how will your hotel or hotel chain’s value be perceived?

Google Maps Hotel Search Results

2. Google’s purchase of ITA Software

Earlier in July of this year, Google purchased ITA, a leading provider of flight and airline data, for $700 million. Recognizing that information is power, ITA provides leading software solutions including a passenger reservation management system, an airfare pricing and shopping solution, an online travel booking engine and an advanced airline shopping mobile application. Google, the proud owner of these highly coveted services, is clearly preparing to move into online travel business. It seems as though its first interest will be in helping consumers find cheaper flights and better schedules, but rest assured hotel booking and pricing will be next.

In preparation for this shift, how do Google’s algorithms currently value your websites?

3. Google Maps- Not just for directions anymore

According to a case study released by Google and InterContinental Hotel Group (IHG), one of the world’s largest hotel companies, the hotel chain’s conversion rates increased 35% immediately following the implementation of Google Maps’ API onto their websites. This integration allowed customers to not only locate the properties on an interactive map, but to search nearby, search directions, and it gave potential customers access to any additional information they needed. Not only do customers spend one minute longer on search engine pages with maps, but visitors are 10% more likely to book a hotel stay if they are able to interact with a map on the hotel’s page.

Adding interactive maps to your website (à la Google) greatly increases the customers’ ease of booking, increasing the perceived value of your hotels to potential and current customers.

4. ExpediaHotelView

Expedia has teamed up with Google Maps and Google Street View to offer web browsers a new online search experience. ExpediaHotelView is currently being tested in the UK, and allows customers to search for a location or hotel, and view all the results on a map. The map provides information including Google street view, pictures, and results from Google’s organic search. This new online service will also allow potential customers to view hotel availability.

How will your audience find you on ExpediaHotelView?

ExpediaHotelView for London

As Google further develops these products and services, it is important to understand how potential and current customers will perceive your brand’s value as they search to find the perfect mix of amenities, location, price and familiarity.

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