This article describes the Google Hotel Ads channel connection in RMS, including how it appears to travellers on Google, the benefits for your property, the data exchanged between Google Hotel Ads and RMS, and how to verify the connection is working.

Overview

Google Hotel Ads (also referred to as Google HPA in the RMS Channel Manager) is an optional feature available to properties in Australia and the USA using the RMS Booking Engine. It promotes the connected property on Google platforms, including Google Search and Google Maps, by displaying property availability, rates, and a direct booking link to the property's RMS Booking Engine.

The connection uses selected Rate Types and Availability Options configured in the RMS Channel Manager to advertise the property. When a guest selects the property's listing on Google, they are directed to the property's RMS Booking Engine to complete the reservation. For step-by-step instructions on activating this connection, see How to Activate Google Hotel Ads.

Key Points

How Google Hotel Ads Appear to Travellers

When a potential guest searches for accommodation on Google Search or Google Maps, your property can appear prominently alongside major Online Travel Agents (OTAs) such as Booking.com and Expedia, giving your property direct visibility at the point of booking. For a detailed overview from Google on how travellers discover hotel booking links, see How Travelers Find Hotel Booking Links on the Google Hotel Center Help site.

Google Search Results

When a traveller searches for hotels in your area (for example, "hotels in Byron Bay" or "accommodation near Bondi Beach"), Google displays a hotel search module directly within the search results. This module includes a map showing property locations, along with a list of hotels displaying photos, star ratings, review scores, nightly rates, and amenities. Your property appears in this list alongside OTA-listed properties, giving it equal visibility to travellers actively searching for accommodation. For more detail on how these hotel campaigns work, see About Hotel Campaigns in Google Ads.

If a traveller clicks on your property within this module, they are taken to a detailed hotel listing page. This page displays a booking module that shows a side-by-side price comparison of all available booking options for the property, including your direct rate through the RMS Booking Engine. Your listing appears with your property name and a clearly labelled rate, positioned alongside OTA rates. When the traveller selects your listing, they are redirected to your RMS Booking Engine to complete the reservation directly with your property.

Google Maps

When a traveller searches for accommodation on Google Maps, hotels appear as clickable pins on the map with live pricing displayed beside each property. Clicking on a property pin opens a panel showing the property's photos, reviews, amenities, and the booking module with a price comparison of all available booking partners, including your direct rate through RMS.

Google Business Profile

When a traveller searches for your property by name on Google, your Google Business Profile appears on the right side of the search results. This profile includes an extended hotel booking module showing available rates and booking options. Your direct rate through the RMS Booking Engine is listed here alongside any OTA rates, allowing the traveller to compare and choose the best option.

What the Traveller Sees in the Booking Module

The booking module is the price comparison panel that appears on your property's Google listing. It displays the following information for each booking option. Google also offers Free Booking Links that display your property's rates alongside paid listings under an "All options" section:

Benefits of Google Hotel Ads

Google Hotel Ads provides measurable benefits by placing your property in front of travellers at the moment they are actively searching for accommodation. For Google's own overview of how hotels can extend their reach, see Connect with More Travelers Using Free Booking Links.

Increased Direct Bookings

Google Hotel Ads displays your property's direct rate alongside OTA listings on Google Search and Google Maps. Travellers who select your listing are redirected to your RMS Booking Engine, where they complete the reservation directly with your property. This reduces reliance on OTA commissions and gives you full control of the guest relationship from the point of booking. Properties using the RMS Booking Engine with Google Hotel Ads have seen increases in direct booking traffic of up to 25% during pilot programs.

Visibility on High-Traffic Platforms

Google processes the vast majority of all online searches globally. By connecting to Google Hotel Ads, your property gains visibility on Google Search, Google Maps, and Google Business Profiles, reaching travellers who may not have found your property through your own website or other marketing channels. Your property is presented alongside well-known OTAs, ensuring it is considered during the traveller's booking decision.

Lower Cost Compared to OTA Commissions

Google Hotel Ads through RMS charges a commission of 15% of the Total Rate for each converted reservation. This is typically lower than the commissions charged by major OTAs, which can range from 15% to 25% or more. Because the booking is completed on your RMS Booking Engine, you also retain full access to the guest's contact information for future direct marketing and repeat bookings.

Example: How a Traveller Books Through Google Hotel Ads

The following example illustrates the traveller journey from search to booking:

1. A traveller searches "hotels in Byron Bay" on Google.
2. Google displays a hotel search module with a map and a list of available properties, including photos, ratings, and nightly rates.
3. The traveller clicks on your property in the list, opening a detailed listing with a booking module showing price comparisons across booking partners.
4. Your direct rate through the RMS Booking Engine is displayed alongside OTA rates such as Booking.com and Expedia.
5. The traveller selects your direct rate and is redirected to your RMS Booking Engine.
6. The traveller completes the reservation directly on your booking engine, and the reservation appears in RMS with "Google HPA" as the Travel Agent.

How to Verify Google Hotel Ads is Working

After activating the Google Hotel Ads connection in RMS, it can take four to six weeks for your property's campaigns to be built and indexed by Google. Once active, use the following methods to confirm the connection is working.

Search for Your Property on Google

Open a web browser and search for your property by name on Google (for example, "Sunrise Beach Resort Byron Bay"). If the connection is active, your Google Business Profile will display a booking module with your direct rate listed alongside any OTA rates. You can also search for your property on Google Maps to confirm your rate and booking link appear on the map listing.

Check the Google HPA Dashboard in RMS

The Google HPA Dashboard is available under the 'Dashboard' menu accessible from the Side Menu, or by selecting the 'Dashboard' icon in the Toolbar Menu. The dashboard displays reservation statistics for bookings made through Google Hotel Ads, including the number of reservations, total revenue, and estimated commission. If reservations appear on this dashboard, the connection is active and travellers are booking through your listing.

Review Reservations in RMS

Reservations created through Google Hotel Ads display "Google HPA" as the Travel Agent in the reservation details. You can filter and search for these reservations in RMS to confirm that bookings are being received through the connection. Each reservation also includes the RMS Online Confirmation Number for reference.

Indicators That Google Hotel Ads is Active

Availability, Rate & Reservation Data Exchange

The following tables show which availability, rate, restriction, guest, and reservation data is sent and received between Google Hotel Ads and RMS.

Footnotes & Terminology

Itinerary-Based Rates: Unlike standard OTA channels that send nightly rates, Google Hotel Ads requires itinerary-based pricing. RMS calculates the total rate for stays of 1 to 30 nights for 2 to 6 adults, including taxes and fees. These calculated rates must match the checkout total on the RMS Booking Engine. Google periodically verifies price accuracy and discrepancies can reduce the property's visibility in search results.

Reservations via RMS Booking Engine: Google Hotel Ads does not receive reservations directly like a standard OTA. Instead, the traveller is redirected to the property's RMS Booking Engine to complete the booking. Reservations are created through the booking engine and appear in RMS with "Google HPA" as the Travel Agent. Because bookings are completed on the RMS Booking Engine, modification and cancellation are managed directly in RMS, not through a channel notification.

Frequently Asked Questions

What are the advantages of using Google Hotel Ads?

Google Hotel Ads boosts property visibility and drives bookings by displaying property details, availability, rates, and easy access to book through the RMS Booking Engine directly on Google Search and Google Maps during relevant area searches. Your property's direct rate appears alongside OTA rates in a side-by-side comparison, allowing travellers to see that booking directly with your property is a competitive option. By connecting to Google Hotel Ads (Google HPA) through the RMS Channel Manager, you simplify property promotion and exposure.

How long does it take for campaigns to appear in search results?

Properties can expect their campaigns to start appearing in Google Hotel Ads search results within four to six weeks after completing the Google Business Profile and connecting to Google Hotel Ads in RMS. Google Hotel Ads are fully managed by Google, and RMS has no control over the time it takes for Google to complete the campaigns and for indexing to occur. For further details, see How to Get Started with Hotel Campaigns on the Google Ads Help site.

Google Hotel Ads will appear in search results based on the relevance to the search terms entered. They will not appear if the search is outside of the property's targeted area or includes keywords not included in the property's campaign.

Will Google Hotel Ads enhance the overall performance of the booking engine?

Google Hotel Ads improves overall performance by increasing exposure and visibility on high traffic sites like Google Search and Google Maps with the property's Availability, Rates, and a direct 'Book Now' link that navigates to the property's RMS Booking Engine. Properties using the RMS Booking Engine see a noticeable increase in direct bookings when using the Google Hotel Ads connection. While various factors influence a property's success, the significant increase in exposure provided by Google Hotel Ads has been shown to boost direct booking traffic by up to 25% for RMS pilot properties.

How can I enhance property visibility?

Competitive rates, rate parity (consistent pricing) across connected Online Travel Agents, and property availability all contribute to improving the property's ranking on Google Hotel Ads. Using Google Hotel Ads with the RMS Booking Engine ensures the property's best available rates are prominently displayed on high-traffic platforms like Google Search and Google Maps.

Where does Google Hotel Ads source its information from?

Availability and rates displayed through Google Hotel Ads are based on the Availability Options and Rate Types selected in the RMS Channel Manager for the Google HPA connection. Choosing a restrictive Availability Option or a Rate Type that is not available on the RMS Booking Engine can negatively affect the property's performance on Google Hotel Ads and lower its ranking.

Will Google Hotel Ads affect the property's website SEO?

Search Engine Optimisation (SEO) is a separate tool and is not impacted by Google Hotel Ads. The Google Hotel Ads connection does not modify or interact with the property's website or its search engine rankings.

Google Help Center Resources

For more information on Google Hotel Ads from Google directly, refer to the following resources:

> Next Article: How to Activate Google Hotel Ads

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