Sabre tests hotel bookings from Google search results

Sabre is testing out a new tool from Google that allows hotels to get direct bookings from searches. The Google Hotel Ads Commission Program is designed to help drive more bookings using a commission model, rather than pay-per-click.

Sabre is testing out a new tool from Google that allows hotels to get direct bookings from searches. The Google Hotel Ads Commission Program is designed to help drive more bookings using a commission model, rather than pay-per-click.

It combines the reach of Google Hotel Ads with the hotels’ existing commission programs, by making their best available retail rates searchable and bookable on Google.

When travellers search for a hotel on Google Search, Google Maps or Google+, they will be able to select the property and rate they want, and then book the room directly with the hotel without leaving the page, reducing abandonment rates.

“Our ability to be the first CRS provider to offer the Google Hotel Ads Commission Program shows the influence of the Sabre brand in the industry as well as our commitment to deliver new and valuable opportunities to our hotel customers,” said Alex Alt, president of Sabre hospitality solutions.

“This is just the latest example of how we are continually investing in innovative solutions that deliver unique value to hotels and the travellers they serve.”

“We are firm believers in technology to drive new strategy in the marketplace and have confidence that we will realize more bookings from this program,” said Morgans Hotel Group senior vice president and chief revenue officer Chadi Farhat.

Customers of Sabre’s SynXis will only pay a commission on confirmed bookings made via organic search.