Google Ads used to be called AdWords and Google Hotel Ads is also a part of it. With Google Ads, text and banner ads can be placed in the Google search results. With Google Hotel Ads, prices and availability of hotels for a certain date can be displayed directly in Google. Hoteliers.com is an integration partner of Google and has a link to Google with which it can communicate prices and availability of hotels.
The biggest advantage of Google Ads is that visitors are forwarded directly to the hotel's own website from the ad in the Google search results. This saves the hotel costs, as there are no high commission rates to pay to intermediaries such as online travel agencies when a booking is made. The hotel also gets access to the guest's data, which allows for a better relationship with the guest and contributes to a higher Customer Lifetime Value.
The ability to search for hotels within Google is becoming more and more extensive and has gained a more prominent place within Google's search results. As a result, participation in Google Ads is providing hoteliers with an increasingly better result in terms of getting more direct bookings. An important feature of Google Ads is that the ads are not only displayed in the search results, but also in other Google services, such as Google Maps and Google Hotel Search.