- The Majorcan tech company Roiback is pioneer in Spain in integrating directly with Book on Google, the reservation tool from Google
- This functionality improves the experience of the users, as it allows to book hotel rooms quickly and easily through travel partners
- For the hotels, it increases their conversion and profitability and allow them to be present in some markets that, otherwise, would be difficult to reach
Roiback, specialist and leader in the management of the direct channel of hotel sales, is the first tech company from Spain being directly integrated into Book on Google, the engine’s solution to make the hotel research and booking process easier for consumers. This agreement aims to benefit Roiback’s clients by providing a higher conversion rate and a lower acquisition cost, and also to achieve better performance and a higher optimization on this service.
One advantage of Book on Google is that it removes friction in the conversion process, particularly on mobile, by allowing users to book a room on a Google-hosted site, avoiding losing clients who tended to leave the reservation when they were directed to other websites from different OTAs or from the hotel. With this function, Google improves the user experience and the conversion, thereby also increasing the hotel’s profitability. The hotelier still owns the reservation and its information, and Google does not add any extra cost for booking through this process (even though it is necessary to have a Hotel ads campaign to benefit from this service).
Book on Google is not only available in Spain, but also in the United States, Australia, New Zealand, United Kingdom, Ireland, Germany, Austria, Belgium, Canada, Denmark, France, Italy, the Netherlands, Norway, Sweden and Poland. This is another advantage for the hotels, as they will be able to access more efficiently to markets that, otherwise, would be so complicated to reach.
“In the last year, the sales generated from the metasearch engines have been multiplied by five and, in particular, Google Hotel Ads has tripled its traffic and it is present in more than the 40% of the traffic from the hotels in Google. In the end, what is important is the hotel’s profitability and, if Book on Google allows you to increase your conversion and to low the distribution cost, certainly, we must be there,” Rebeca González, Managing Director of Roiback, has explained.
The importance of being positioned in the metasearch engines
Concurrently, and with the objective of offering better solutions to a changing industry where the weight of the metasearch engines is more and more relevant, Roiback has launched Metabase Pro, a specialized solution for the efficient management of the metasearch engines, that Roiback already offered with its reservation platform but from now will also be available for clients who do not use the BackHotel from Roiback.
“The touristic industry is in a changing moment where the metasearch engines have more and more importance, especially with Google Hotel Ads and, now, also with Book on Google. This is a great opportunity for small and medium-sized chains to be able to face the big OTAs. Clearly, the traditional tourist industry has changed. The hotels have the great challenge of being where clients look for and to be able to position themselves, and in Roiback we know how they can do it,” González has concluded.