Guestline integrates with Google to help hotels drive more direct bookings

Operators expected to ‘sharpen their focus’ on reducing reliance on OTA channel

Guestline has agreed a new global connectivity partnership with Google to help hotels drive more direct bookings.

The new collaboration will enable hoteliers to automatically expose rates and inventory directly to Google as part of their free booking links. 

Search results will include the placement of a Google-free booking link (or Google Hotel Ad) in metasearch panels across Search and Maps. 

Bookings will facilitated by Guestline’s booking engine, which is directly integrated into the hotel’s Guestline PMS.

Chris Jones, product manager at Guestline, said: “2022 looks set to be the year when hoteliers really sharpen the focus on direct business. 

“The last two years have seen hoteliers prove their mettle and the appetite to capitalise on the direct channel is stronger than ever. 

“Our new connectivity partnership with Google and this direct connection to their free booking links offer hoteliers a solution that will enable them to realise that ambition. 

“Not only with the opportunity to improve search listings but also the ability to deliver an enhanced and integrated guest experience that takes them seamlessly from search to booking via our PMS.

“It has been built with a guest and hotelier-first approach, to deliver a host of benefits. 

“Not least an increase in direct bookings and revenues but also the opportunity to own the guest relationship and the guest journey end-to-end. 

“From the outset, hoteliers have more autonomy and can have full ownership of the guest data, rather than via an often costly third-party OTA. Higher engagement also presents more opportunities for upselling and guest loyalty.

“With the focus, it places on integration and price parity between the search price and bookable price coupled with its growth in the ever-advancing metasearch market, Google was the clear choice when it came to selecting a search partner and developing a search product that was fit for purpose in the direct market. 

“We look forward to working with hoteliers to build their search and listings capabilities now and in the future.”