July 27, 2018

What Google’s New Price Insights Means For Hotels

By Eujin Kim

 

 

Google is testing out a new search engine result page (SERP) element called Google Price Insights that adds hotel price comparisons to the knowledge graph. Google Price Insights include a hyperlinked call-to-action, “Explore Insights,” which takes users to a market comparison page that displays hotel prices against the rates of other hotels in the area for the same date range. Although this feature is still in the testing phase, BrightEdge asserts that “Price Insights presents significant implications for branded keywords in the hospitality industry SEO.” Since branded keywords lack competition, users searching branded terms are often more ready to book. However, Google Price Insights can disrupt this behavior by showing nearby competitors’ rates.

 

Image via alakov.com

This new Google feature replicates OTAs by allowing users to view competitors’ rates on the Knowledge Graph universal listing. However, Google Price Insights can also help hotels gain more visibility on the SERPs for keyword groups they would not usually go after using SEO efforts. For example, a hotel brand that maintains competitive pricing and pays attention to seasonal trends could appear in the Google Knowledge Graph for competitors’ branded keyword terms and rank higher than competitors due to better rates. This can lead to more organic traffic from new unique visitors who previously would’ve converted for one of the local competitors.

Image via BrightEdge.com

With the testing of Google’s Price Insights feature in place, it is best to monitor the click-through rate (CTR) on the highest-value branded keywords; bookings from organic traffic with homepage and landing page; organic bookings for branches in highly competitive locations; and the CTR on branded geo-specific keywords (e.g., Hotel Wales NYC). Lastly, if there are any dips in CTR that aren’t attributed to an increase in impressions and/or fluctuations in keyword ranks, then it could signify that the Price Insights test is already active on your SERPs and users are clicking on competitors’ listings.

About HEBS Digital:

Founded in 2001, the firm is headquartered in New York City and has global offices in Las Vegas, Tallinn, Munich, and Asia-Pacific. Through its Smart Guest Acquisition Suite, including the smartCMS®, Smart Personalization Engine, Smart Data Marketing, and full-service digital consulting and marketing solutions, HEBS Digital helps hoteliers drastically boost direct bookings, lower distribution costs, and increase the lifetime value of guests. Its diverse client portfolio consists of top-tier luxury and boutique hotel chains, independent hotels, resorts and casinos, franchised properties and hotel management companies, convention centers, spas, restaurants, DMO and tourist offices.

Part of NextGuest Technologies, HEBS Digital and Serenata CRM, the most comprehensive Hotel CRM Suite today, are the creators of the hospitality industry’s first Fully-Integrated Guest Engagement & Acquisition Platform.

Contact HEBS Digital’s consultants at 1 (800) 649-5076 (North America), +64 (0) 9 889 8489 (Asia Pacific) or success@hebsdigital.com.

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Editorial Contact:

Garrick Lee
Marketing Manager, HEBS Digital
Phone: (212) 752-9425
Email: garrick@hebsdigital.com