Direct channel specialist Roiback has announced that Google Hotel Ads (GHA), the Google platform that distributes hotel prices in real time, now represents 65% of hotel bookings coming from metasearch engines.

This is part of the 12% of hotel reservations that are made through metasearch engines; these assist in 25% of other channels’ sales (SEO, direct, Adwords, Display, among others).

GHA has therefore become the most profitable metasearch engine – above Trivago and Tripadvisor- with a 150% growth compared to the same period last year, when it only represented 26%.

In a context in which 75% of travellers book their holidays online, Roiback highlighted the importance of maximising the hotels’ digital presence, both independent hotels and chains, and to leverage the advantages offered by metasearch engines.