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Hilton Worldwide Drives 12 Percent Higher ROI with Google Hotel Ads

Hilton Worldwide has 12 brands and more than 4,250 hotels across the globe in 93 countries. The company’s goal is to be a leader in hospitality, making travel easier for its guests before, during, and after each visit. That means staying one step ahead of its guests’ needs by being easily accessible via the platforms and devices guests prefer most. As travelers consult more sources before choosing a hotel, Hilton wants to ensure it is engaging with them at the right moment and with the most relevant information so travelers can easily book a hotel stay.

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. Hilton Worldwide had several goals it hoped to achieve by leveraging smart booking strategies. First, the company was seeking a way to drive efficient hotel bookings globally, across all devices. In addition, Hilton wanted to be present whenever and wherever consumers are looking for a hotel. Finally, management wanted to ensure that Hilton properties are well represented on emerging distribution channels.

To help meet this challenge, Hilton turned to Google Hotel Ads to help drive high-quality leads and fuel bookings. This approach also included that Hilton opted into desktop, tablet and mobile devices and applied granular, hotel level bids based on needs within each market. The company also utilized bid adjustments to optimize performance based on device type, user country and Google site.

“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.

The results were overwhelmingly positive, with 100% of Hilton properties having opted into Google Hotel Ads. Hilton saw conversion rate improve by 45% and the Google Hotel Ads drove 12% overall stronger ROI.
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