Online travel agencies (OTAs) have always been dominant on meta search channels such as Google but advertising your direct hotel website on Google Hotel Ads provides an opportunity for hotels to divert this traffic to their brand websites.

In other words, it allows hoteliers to own the customer and foster a direct strategy. Users are even able to ask questions through Google My Business which can be responded to by the user community at large or by hotel owners. This gives one more option for hoteliers to engage potential guests and customers directly.