When travellers search for your hotel on Google, you have already won their interest. The next step is making sure they find your official website first and complete their booking through your direct channel.
This is where brand protection in Google Ads comes in.
By bidding on searches related to your hotel’s name, you can make sure your official website is visible when potential guests are looking for you, helping you capture more direct bookings and reduce the risk of losing them to intermediaries.
What is brand protection?
Brand protection means creating Google Ads campaigns targeting searches for your hotel’s name and its different variations.
For example, when a traveller searches for “Hotel MiraiGo” or “Hotel MiraiGo Madrid”, your ad can appear prominently in the search results and take the user directly to your official website and booking engine.
The objective is simple: when guests are looking for your hotel, make it as easy as possible for them to book directly with you.
Why should your hotel protect its brand?
Be visible when guests are ready to book
A brand search usually indicates a high level of interest. The guest already knows your hotel and is actively looking for it.
By appearing prominently in these searches, you increase the chances of bringing that user directly to your website and converting their interest into a direct booking.
Keep OTAs and other intermediaries from taking your bookings
Your hotel’s name is valuable. If you do not protect it, OTAs, other hotels, TTOOs or bed banks may bid on your brand keywords and appear when potential guests search for you.
This creates a real risk: the guest may click on another channel and complete the booking there instead of on your website.
By protecting your brand, you defend your direct sales channel and reduce the opportunity for intermediaries to capture bookings that could have been yours.
Promote the advantages of booking direct
Google Ads also gives you the opportunity to communicate directly with potential guests.
You can highlight your official website, exclusive offers, direct-booking benefits or other key messages that encourage users to choose your direct channel.
This helps you take control of the booking journey and reinforce the value of booking directly with your hotel.
Protect your brand. Protect your direct bookings.
Your brand is one of your hotel’s most valuable digital assets. When a traveller searches for your name, you should have the opportunity to convert that demand into a direct booking.
Brand protection in Google Ads helps you stay visible, defend your direct channel and maximise the value of every high-intent brand search.
It is a simple strategy, but an essential one for any hotel that wants to strengthen its direct sales and reduce its dependence on intermediaries.
Ready to protect your brand?
Let us help you make the most of your brand searches.
Simply email us at [email protected] with your hotel name and the markets where you would like to activate the campaign. Our Marketing team will take care of the setup and management.
This service has a one-time setup fee of €99 or USD 99 + taxes, which will be charged to the account specified in the contract.
The advertising investment is paid directly to Google by the hotel.
Protect your brand. Drive more direct bookings.