Direct channel specialist Roiback has announced that Google Hotel Ads, the Google platform that distributes hotel prices in real time, now represents 65% of hotel bookings coming from metasearch engines. This is part of the 12% of hotel reservations that are made through metasearch engines; these assist in 25% of other channels’ sales (SEO, direct, Adwords, Display, among others). According to Roiback figures, the cancellation ratio through Google Hotel Ads is also lower, since it moves around 13% – below the OTA’s cancellation ratio that is between 20 and 40%. Get the full story at Roiback