Blue Magnet Hotel Online Marketing Guide

Drive Brand-Level Hotel Bookings With Expedia TravelAds

Have you ever wished that your property would appear first when customers search for hotels in your area when using Expedia? Think of TravelAds as your own personal “Jeannie;” with a simple nod of your head and blink of an eye your hotel can be at the top of the results!  Alright, so maybe it’s not THAT simple, but I promise it takes minimal effort and time to create a TravelAds account that can unlock an ample amount of revenue-generating power for your hotel.

Why should you use TravelAds: To increase your visibility of course!

Recently, we discussed the billboard effects of hotel listings on OTAs, based on an article that was published by the Cornell Hospitality Report, entitled, “The Billboard Effect: Online Travel Agent Impact on Non-OTA on Non-OTA Reservation Volume.” Within the document, they discuss the value of hotel placement on an OTA.

Through their research, Cornell discovered:

Brian Ferguson from Expedia reinforced these finding explaining that 95% of Expedia bookings occur on the first page and 47% of those are in the top six spots.

The Breakdown

We know that, like most search engines, hotels benefit the most when they appear near the top of the first page. Ranking well organically on sites like Expedia can be difficult due to an algorithm that accounts for many factors–including each hotel’s margin, look-to-book ratio and inventory–that determine a hotel’s ranking on the page. By utilizing paid search, hotels can appear at the top of the search results in highly competitive markets without having to change its OTA strategy (increasing margins, lowering rates or increasing inventory). Because more consumers use OTAs as their research tool over any other method, hotels can’t afford not to be found. As they say, you can’t play the game if you aren’t even on the field.

Are Expedia TravelAds right for your hotel?

If you are wondering if TravelAds are a good idea for you to invest in, your answers to the following questions may provide some insight:

How do TravelAds Work?

TravelAds operate under an auction model–a pay-per-click program that allows hotel partners the ability to create advertisements, control spend, monitor effectiveness and optimize campaigns.

Advertisements display on the top of each page as well as the bottom two slots of each page. Paid listings are tinted yellow, making your ad stand out while drawing additional attention. Whether these ads appear at the top or bottom of a page depends on how much you are willing to spend per click. Those hotels that are willing to pay a higher cost per click, will display higher in the rankings. If your hotel is listed on the 4th page but can’t afford to bid for the top listing due to budgetary constraints, appearing even at the bottom of the first page is very beneficial.

Getting Started

Once you have completed all of these tasks, your ads will begin running. In the meantime, get your running shoes on because you’ll be running to the bank with the additional revenue generated from this initiative in no time.