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4 BOUTIQUE HOTELIER | August 2019
I think we all appreciate the power of Google. After
starting life as just a search engine, now it’s a pillar of
the internet and most people’s ‘go to’ when it comes to
online research. It is firmly integrated into our daily lives
whether we like it or not and only looks to increase its
presence as technology becomes more advanced.
Over 1 billion search requests every day are handled
by Google, which is done by using more than 1 million
computers. On August 16, 2013, Google went down for 5
minutes and in that time, the global internet traffic dropped
by 40%. The impact this resource has had on the way consumers
use the internet is undeniable, bring a wealth of information to people’s fingertips
at the click of a mouse.
The travel sector is one that Google is going after full throttle. In the last 12
months it’s made significant steps in developing easier ways to aid consumer
travel, from the hotel booking process to advert placements and all in between.
It’s clever way of tracking each visitor’s journey on the site and pre-empting where
they will click next with a series of prompts and signals makes it a valuable asset to
your business.
Recently at the National Hotel Marketing Conference, Ian Miller, CEO of
Crafted spoke about Google’s latest developments and how hotels need to get
involved. He explained how Google Travel is now a unified experience which
integrates flight and hotel information into one place and ultimately makes things
easier to process. Google Maps is also becoming more and more advanced in terms
of building up its own strong bank of reviews and offering a messaging service for
businesses to utilise when someone is searching for your property. The algorithms
will also find prices of all your competitors and offer this information for people
during their searches, as well as pick up on real-time demand at a certain location
or property.
The key message was to embrace Google and all its features; there are a number
of resources as your disposal that can keep you ahead of the game when it comes to
capturing trade.
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