Google Hotel Insights, preview launch in Italy
Google has chosen Italy for the launch of the new platform dedicated to accommodation facilities. The goal is to help businesses in the tourism sector, one of the most affected by the pandemic.
Milan, January 2021. “Be ready when new tourists will look for you” is the welcome message on the new Google Hotel Insights portal.
Google Hotel Insights offers free information and resources to help the hospitality industry capture tourism demand. Online from 25 January 2021, it is accessible at https://hotelinsights.withgoogle.com/intl/it_it/. The new platform is the result of collaboration with MiBACT, ENIT, UNWTO, Confindustria Alberghi, Federalberghi and Federturismo Confindustria.
Thanks to Google Hotel Insights, the search engine wants to provide properties with useful information to understand where their potential customers are and what they are looking for. For example, knowing which countries they come from and how their searches change over time. But the best part is that every experience is tailored. In the homepage, every property needs to provide its name, so that Google can extract personalized data.
Fabio Vaccarono, Vice President of Google, thus explains the idea of the project.
“The historical moment we are experiencing urges Italy more than ever before to grow. In order for this to be possible, embarking on a digital transformation process is essential today. Our commitment to supporting the country to speed up the economic recovery, in line with what we announced in our “Italy in Digital” plan, is now reconfirmed with particular attention to tourism.”
Attention to training
Besides, the portal also provides a training program. The collaboration with the main travel associations will make the training project available. The aim is to provide more digital skills to Italian properties. In fact, the program includes Google Digital Training. The Google training courses are online courses available on the Confindustria Alberghi, Federalberghi and Federturismo Confindustria websites for all members.
At the moment, the data reported by the platform are negative, an evident consequence of the restrictions worldwide. Yet, from spring onwards, they will be a very useful tool for relaunching international tourism. If you make the most of the data provided by Google Hotel Insights, you can set more targeted goals for your promotional campaigns. The consequence will be higher profits.
The importance of Google Hotel Ads campaigns
Alongside the data provided by Google Hotel Insights, it will be essential to support a strategy linked to Google’s metasearch. In other words, for the information to become useful, it will be necessary to put in place an optimized pricing strategy. If the property is able to leverage the data from Hotel Insights, Google Hotel Ads campaigns will be even more effective.
Picture: Arco della Pace, Milan @Depositphotos