Introduction to Hospitality Payment Innovations
Technology continues to reshape how the hospitality industry manages payment processing. As Google’s functionalities expand and improve, significant strides have been made in simplifying transaction processes for hotels and online travel agencies.
Launch of Google’s Book on Google Feature
In 2015, Google introduced the ‘Book on Google’ feature, aimed at assisting hotels in providing an effortless booking experience. This feature was particularly beneficial for hotels and online travel agencies with websites not optimized for mobile web. At that time, mobile internet usage was beginning to surpass desktop usage, making mobile-friendly solutions crucial for business success.
The Role of Book on Google in Simplifying Transactions
The ‘Book on Google’ feature served as a bridge for hotels to facilitate easy bookings without requiring mobile optimization. It allowed users to complete their bookings through a Google-hosted form. Despite the hotels and partners being responsible for the actual booking, the information and payment capturing process was streamlined through Google’s interface, enhancing user experience and operational efficiency.
The Shift Towards Direct Bookings and Mobile Technology
As mobile technology advanced, the landscape of online bookings witnessed a significant shift. The growing preference for direct bookings has rendered some earlier technologies obsolete.
Phasing Out of Book on Google
Recognizing the evolving market needs, Google decided to discontinue the ‘Book on Google’ feature as of May 25, 2022. This move reflects the continuous adaptation to more direct and technologically advanced booking systems.
Google’s Proactive Measures to Support the Hospitality Industry
Google has consistently taken steps to support the hospitality sector by making it easier for hotels and travel agencies to reach potential customers without incurring additional costs.
Elimination of Fees for Hotel Booking Links
In March 2021, Google eliminated fees associated with hotel booking links. This policy change allowed hotels and online travel agencies to be featured in Google’s price comparison tool without being paid advertisers. This democratization of visibility has been instrumental in leveling the playing field for smaller operators.
Positive Industry Response and Increased Engagement
The elimination of fees has led to a positive response from the industry. Users are engaging more with hotel content, and all types of hospitality partners, from large online travel agencies (OTAs) to independent hotels, have witnessed increased traffic. This change has proven beneficial, offering enhanced visibility and potentially increased bookings compared to the previous advertising-dependent model.
Conclusion
The hospitality industry continues to evolve with technology, pushing boundaries and enhancing how hotels and agencies interact with customers. As direct bookings increase and mobile technology becomes more sophisticated, the need for adaptive payment processing solutions becomes more apparent. Google’s proactive adaptations in the hospitality payment processing landscape highlight the importance of innovation in meeting the changing demands of consumers and businesses alike.
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