While travelers are inundated with information and choices, hospitality companies, such as Hilton, need to stay relevant and represented in this expansive market.

With over 4,250 hotels across 93 countries, Hilton Worldwide aims to be the leader in hospitality and simplify travel for its guests before, during, and after each visit. But given that today’s travelers have more research, booking, and platform options than ever, Hilton turned to Google Hotel Ads to help drive high-quality leads and fuel bookings.

TRAVELERS ARE LOOKING FOR MORE INFORMATION THAN EVER BEFORE

Today’s travelers have more research and booking options than ever. To search for a hotel, they will typically visit a variety of sites to compare rates, photos, reviews, availability, and other variables. At the same time, they want the ability to efficiently search and shop for hotels. They expect this information at their fingertips to help guide decision making and let them immediately book the hotel once their mind is made up, no matter which device they are using.

While travelers are inundated with information and choices, hospitality companies, such as Hilton, need to stay relevant and represented in this expansive market.

“Consumer expectations are only going to increase,” says Geraldine Calpin, senior vice president and global head of digital, Hilton Worldwide. “Specifically with the explosion of the different devices, we’ve seen that our guests are looking for relevant content quickly when they visit us on our website, mobile site, or via our app.”

RELEVANT INFORMATION ESTABLISHES SEAMLESS PATH TO BOOKING

With the expanding number of websites that travelers use to make their hotel decisions comes the need to be present at just the right time—when travelers are ready to book. To help meet this challenge, Hilton turned to Google Hotel Ads to help drive high-quality leads and fuel bookings.

“Hotel Ads allow Hilton to connect with potential guests to help them make informed, often rapid, hotel decisions,” Calpin notes. “It really is about being relevant and being timely. Much more so than it ever was before.”

Hotel Ads make it easy for travelers to find a hotel. They appear on all Google properties where travelers may search for a hotel, including Search, Maps, and Google+, and on all devices. Once travelers select a property, they can proceed directly to the advertiser’s website to complete the booking.

DRIVING MORE GUESTS TO HOTELS

With more than 4,250 properties, Hilton needs to drive efficient hotel bookings at scale. Hotel Ads help it stay nimble with the ability to vary its bids by hotel, market, user country, or even device.

“Having full integration enables us to flex participation by hotel, based on need periods and market conditions,” says Dustin Bomar, vice president, digital acquisition, Hilton Worldwide.

Hotel Ads complement other search ads that target travelers throughout the purchase journey by appearing to travelers who are closer to booking a hotel. Compared to traditional search ads, Hilton has seen conversion rates increase by 45% and ROI by 12%.*

THE GOALS

Drive efficient hotel bookings globally, across all devices

Be present whenever, wherever consumers are looking for a hotel

Ensure Hilton properties are well represented on emerging distribution channels

THE APPROACH

Implemented Google Hotel Ads to drive qualified leads

Opted into desktop, tablet, and mobile devices

Applied granular, hotel-level bids based on business needs within each market

Utilized bid adjustments to optimize performance based on device type, user country, and Google site

THE RESULTS

100% of Hilton properties opted into Google Hotel Ads

Saw conversion rate improve by 45%*

Drove 12%* overall stronger ROI