This new feature has arrived thanks to Room Booking Module or RBM, the newest feature that Google has added to its product, Google Hotel Ads.
What is Google looking for by launching Room Booking Module?
Undoubtedly, its intention is to continue presenting more information and options to the user in order to facilitate their decision-making process. Images are a fundamental element to choose one room over another, thus facilitating the sale of products of a higher quality and, consequently, a higher price.
Therefore, this is another step towards providing Hotel Ads with features normally associated to OTAs, which will make users go to them to choose a hotel. Google does not want to be yet another price-comparison site but rather the main searching, decision-making and even booking point.
Room Booking Module, linked and exclusive to Book on Google
In your current Google Hotel Ads campaigns (which Google calls Standard), you can choose whether you want to redirect the user to your website or to the Book on Google funnel so they can finish their booking there. It is your decision to activate it or not.
On the other hand, in campaigns which are part of Room Booking Module, all users will be redirected to Book on Google, without the possibility of redirecting them to your hotel’s website. We understand that this move by Google is to boost Book on Google and looks increasingly strategic.
