Don't Forget Google Maps

As many will know, we champion hotel websites. They are the most profitable online booking channel there is.

While the booking agencies such as Hotels.com, Laterooms and the vast, world-spanning GDS are effective, immediate sources of bookings, a little time and investment spent on a hotel website can pay dividends.

As always, websites need a catalyst. Search engine optimisation is one, and an essential one at that. It’s a bit of a minefield with so many companies vying for business and therefore one must tread carefully to avoiding paying over the odds for something which is highly ineffectual.

There’s another catalyst though, and it’s a biggie. One that is criminally overlooked. Google Maps. They may have the monopoly on, well - the internet, let’s be honest, and while that isn’t to many people’s tastes it does mean that they are by far the most prominent force during any search.

Try it. Go to Google and type in ‘Hotels in Blackpool’. The usual Adwords entries appear at the top but your eyes are immediately drawn to the pretty map below with the accompanying key, listing all hotels in the immediate area. Clicking most of the hotels’ names takes you straight to their website.

So, with very little effort or investment (inclusion of businesses on Google Maps is free of charge), these hotels have a prime position at the top of the first search page for what is no doubt one of the most hotly contested search terms. Easy.

So why do so many rely on commission-based alternatives? Well, historically, they have always been there. Google Maps hasn’t. Booking agencies also spend a fortune on advertising and for that reason are regarded as being a ‘must have’ addition to all hotels’ marketing efforts. When was the last time you caught an advert for Google Maps in between Britain’s Got Talent?

We think the tide is turning, though. Having spoken to several customers recently who are eager to cut their commission costs and put more money into their own website, it’s clear the industry is waking up to the misconception that commission-driven sales channels are a necessary evil.

We are fascinated by this subject and would love to hear your thoughts. Please do not hesitate to get in touch by clicking the link below.

Mark Ellis 29th May 2009

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