3. Proprietary + Confidential
Brand Performance
Making you
top-of-mind in
the category
Driving sales in
the short term
Marketing has to evolve
4. Proprietary + Confidential
Brand PerformanceMessy Middle
Making you
top-of-mind in
the category
Driving sales in
the short termInfluencing decisions across complex
user journeys
To reflect the user journey complexity
8. Proprietary + Confidential
Source: Google/Verto, Sep 2017 – Jul 2018, U.S., n=5,958, A18+. Touchpoints include desktop and/or mobile website page views, searches, online video views
9. Proprietary + Confidential
We asked more than 7,000 travelers from six
countries how they plan a trip from beginning to end,
starting with what inspired them to travel.
Google/Bain, Global (AU, BR, DE, JP, U.S., U.K.), “Infinite Paths to Purchase,” 2019.
10. Proprietary + Confidential
17%
“I regularly think about
trips I want to take.”
16%
“I felt I was due for a
vacation.”
8%
“I wanted to visit a
friend or family
member.”
7%
“I’m going to
celebrate a
special event.”
Google/Bain, Global (AU, BR, DE, JP, U.S., U.K.), “Infinite Paths to Purchase,” 2019.
GLOBAL
16%
“I had wanted to travel
to a destination for
some time.”
11. Proprietary + Confidential
People don’t act on every inspiration.
Each traveler has underlying needs that
vary by trip.
“I need a
dog-friendly hotel.”
“I need a wellness
trip to recharge.”
“I need an
hotel with a gym”
Google/Bain, Global (AU, BR, DE, JP, U.S., U.K.), “Infinite Paths to Purchase,” 2019.
12. Proprietary + Confidential
New research reveals that leaving
these needs unmet will more likely
deter a booking than price.
47%
decided not to book
because of unmet needs.5
26%
decided not to book
Because of price.6
Google/Bain, Global (AU, BR, DE, JP, U.S., U.K.), “Infinite Paths to Purchase,” 2019.
24. Proprietary + Confidential
1. Showcase robust property content
through Google My Business.
Top recommendations
2. Maximize customers’ booking options
through comprehensive Hotel Ads
coverage.
3. Customize Hotel Ads offerings based
on customer needs.
30. Proprietary + Confidential
1. Showcase properties on Google My Business
Category menu for
navigation
Sections with
attribute details for
each category
Callout for
attribute changes
www.google.com/business
32. Proprietary + Confidential
2. Maximize availability & room options on Hotel Ads
Global Property Availability Complete & Accurate Room Options
33. Proprietary + Confidential
Develop audience-based
strategies for bidding,
messaging, and pricing
Examples:
● Lapsed members: “We miss you.
Free breakfast on us.”
● Business traveler: “24/7 Gym and
Late Night Room Service.”
● Family traveler: “On-site family
friendly activities. Great pool.”
3. Customize Hotel Ads offerings based on needs
34. Proprietary + Confidential
Read the latest trends with
Think with Google
www.thinkwithgoogle.com
Resources
Get started with
Google Hotel Ads
ads.google.com/hotels
Ask questions and
learn about Hotel Ads
support.google.com/hotelprices