What impact will there be on the vacation rental industry if (and when) Google decides to fully join the party?
Google has not only joined the party, but they are controlling the party’s guest list. Google is already using test markets to intercept consumer searches on “hotel” destinations and “rental” destinations and display villas and apartments (aka private accommodations) at the top of the page and above other paid OTA ads.
The power of Google is that it is geolocation-driven, which means the entire user experience is tied into their mapping. This allows consumers to refine their experience.
For example, a search for “Boracay beachfront rentals” resulted in three beachfront villas with their prices directly in the search result and above paid search ads from TripAdvisor and Airbnb.
Google’s ability to create a better-refined and faster user experience based on geomapping and refined key words is also essential for mobile and voice.
Are OTAs and property managers in denial?
OTAs are in denial about the speed in which voice and home automation will revolutionize the vacation rental category. Some OTAs believe their apps create more stickiness, which will dilute the impact of Google.
OTAs are also in denial about when Google is entering the vacation rental market. For the record, Google is already in the vacation rental space in multiple test markets offering consumers the ability to book direct to the source.
There will be very few tears shed by property managers in regards to Google beating the OTAs at their own game.
Steve Milo - VTrips
Property managers have been in denial about the impact and cost of Google, and many smaller rental managers use web marketing agencies for their Google accounts.
It is very clear to me that Google’s intent is to act as a metasearch engine for the vacation rental category, which will create improved category awareness as well as significant savings for consumers. Google will also move into travel bundles by partnering with the direct sources.
Property managers with exclusive inventory will be able to push their inventory forward into Google’s search results at better pricing due to the lack of guest service fees. Property managers will also be able to leverage smart-home technology to adapt their properties with voice butler devices like Amazon Echo and Google Home to create a unique and individualized concierge experience for the guest.
The next five years
Google’s acceleration into travel will favor property management firms with exclusive inventory and larger centralized marketing staffs with core technical competency.
In order to succeed on Google, you need to have staff that is dedicated to working with Google in a way that includes geomapping, keyword segmenting and especially Google Home advancements.
Property managers will need to make sure the fields in their database are filled out properly and are pushed into your API. And, that you actually build a robust e-commerce website with strong filters and conversion – especially at the property detail page.
Will Google level the playing field?
As we move into the future, voice search will be more important than PC search. Between voice search and home automation, Google has the tools to adapt to the future technology.
And, the bottom line is that Google will not attempt to disintermediate the guest. Google is perfectly happy to let the guest book and communicate with the direct source.
In The Big Chair - Steve Milo
While the OTAs will scream about the unfairness of Google, the reality is both HomeAway and Airbnb have attempted to disintermediate the relation between the guest and the property manager. Worse, some OTAs have not been subtle at all about their attempt to get property owners to list their properties directly on their sites and bypass professional property managers.
There will be very few tears shed by property managers in regards to Google beating the OTAs at their own game.
VTrips and Google
Life with Google favors companies that have core competencies in technology and specialized marketing. Guests who use mobile and voice need limited choices, but unique to them.
This is where profiling and filters come into play to create a dynamic experience for the guest. It’s important to note that voice allows you to “browse” anywhere and everywhere, from standing in line at the grocery store to the minutes before the game starts at Wrigley.
This is one of the many reasons why VTrips has worked on perfecting our inquiry follow-up system. The ability to turn people with propensity to purchase into sales is key.