Google Hotel Finder Or Social Media For Advertising?

Darren Huston, CEO of Priceline Group Inc, has confirmed that Facebook and Twitter ads have not been providing the desired return on their advertising dollars, and that without a doubt Google remains the place to spend your advertising dollars with respect to return on investment.

facebook vs googleIn his words “For Facebook and Twitter, we have endless amounts of money……but we haven’t found anything there”

With an advertising budget which surged 41% last year to $1.8 billion, his comments are sure to fire up the debate over which form of digital marketing is the most effective.

Whilst there is no arguing that social media is a great way to cement branding and communicate with potential guests, it is not the usual forum that potential guests use to actually book.

Spend your advertising dollars with Google

Google remains by far the best source for delivering traffic to the online travel agents, in turn generating revenue, and it accounts for about 90% of Priceline’s digital ad spending – a whopping $1.62 billion annually.

Google search ads are based on keyword searches and can deliver a more targeted vacation or hotel option. Google’s continual refinement of its search functionality has seen it strive to provide a better, more targeted result for the user, and it is certainly now at a standard that would be very hard to come close to matching by any other player.

Google Hotel Findercute google hotel finder
Even as Google attracts more advertising dollars from Priceline, the search engine is becoming a bigger competitor. Its Hotel Finder is incorporating property features, room rates, guest reviews and experiences and location into the search algorithm to ensure that the end user achieves the best possible targeted result to their search. Whilst Hotel Finder has been the realm of the online travel agent to date, the last few weeks have seen the major hotel chains link Hotel Finder direct to their own websites and Google is actively encouraging the smaller Hotel operators to also link direct. In Australia, Google is partnering with HiRUM Hospitality Software, amongst others to make this possible.

Not surprisingly, Priceline is looking to diversify the company’s ad spending, tapping in to the likes of Trip Advisor, Trivago and Kayak, its own meta search engine. “You never want to be overly reliant”, said Huston, “But Google has been a great thing”. At a guess, I would suggest that this concern stems more from the potential effects of Google as a competitor than anything else.

Huston, however says he isn’t concerned. “Google of course respects us as an advertiser….they’d like to get more of my money”. Priceline accounts for 3% of Google’s ad revenue. With a pot as big as the potential of online travel revenue , don’t discount the possibility that Google might be setting its sights on getting more of that revenue direct, rather than through the OTA’s.

References to Bloombergs article – Priceline seeks results from facebook as Google wins ads
Read the full article here 


By Sally Baumber

HiSITE Channel Manager Connection Questionnaire

As our valued clients, we like to ensure that HiSITE Channel Manager is providing you with the channel connections that you feel are valuable to your business. Would you please take a moment of your time to complete the following… Read more »

Welcome To The Newest Member Of Our Team…….

After a lengthy recruitment process, and an overwhelming response to our Seek advertisement, we’d like to introduce the newest member of our team…………… Snowy Johnston Snowy comes from an extensive background in people management, and we are sure with her comprehensive… Read more »

Exciting News For HiRUM!

Just three short weeks ago we said goodbye to Tash as she headed off to wait for baby number two…………… The girls in the office celebrated the impending arrival with a lovely dinner and baby shower, while the boys in… Read more »

Hospitality Software Clients! Please dig deep for the Lawrence brothers

A Current Affair ran a story last night about three teenage brothers from Western Sydney who have endured tremendous tragedy…….recently orphaned, they have already endured their father’s death some years ago, serious illness of their brother, and now, most recently,… Read more »

A Resident Letting Agent’s Actions Cost $700,000

A resident letting agent and his associated company have incurred costs of in excess of $760,000, and are no longer eligible for a licence, following disciplinary action by the Office Of Fair Trading. The Property Agents and motor Dealers Act… Read more »

Management Rights and The Privacy Law Amendments

Frank Higginson of Hynes Legal has published an excellent article which specifically explains the ramifications of the Privacy Act for management rights businesses. The 1988 Act has been amended, and it is important to understand what the implications may be… Read more »

Onsite Property Managers – How To Keep Your Properties Under Management

As an ex property manager in a real estate business, I am only too aware that real estate agents see the managements in your letting pool as fair game when it comes to increasing their own business.  Understandably, external agents… Read more » Records A Loss …..Again

Who can forget …….the OTA which left us unceremoniously last year, with $4.4 million in debt and no less than 5300 consumer and industry creditors out of pocket. At the time, a number of our property management software clients… Read more »

Women In Tourism Breakfast – Layne Beachley

We were treated to another fantastic Women In Tourism breakfast at the beautiful Sheraton Mirage last Friday morning. If you are looking for a great networking organisation; an opportunity to make new friends and meet like-minded people and fellow tourism… Read more »

Who moved Wotif’s Cheese? Google Hotel Finder

This article is about how Google Hotel Finder is affecting Wotif. To connect your property to Google Hotel Finder CLICK HERE? ….what’s it got to do with cheese and Google Hotel Finder?….read on and we’ll explain…. For those of you… Read more »

Proposed “Bed Tax” for the Gold Coast

An interesting proposal for all our Property Management System users to ponder….. The City Of Gold Coast Mayor, Councillor Tom Tate, has recently announced that he has written to Queensland local Government Minister, David Crisafulli, asking him to consider legislative… Read more »

You can make a difference. Help get these little boys the treatment they need!

To all our PMS Clients and Channel Manager System clients – let’s get on board and help these two little boys get well! These two little Gold Coast local twins have certainly suffered a lot in their short lives.  They… Read more »

Technology, Travel, Online Accommodation and Google for the Gen Y’s

It’s no secret that 16 to 24 years olds are incredibly tech savvy, and without a doubt are social media and internet freaks.  If you have a teenager, you will be well aware that just being separated from their phone,… Read more »

Office Of Fair Trading Inspections

We have been notified by some of our valued Property Management Software clients that The Office of Fair Trading has recently been conducting random inspections……..  Some of the items that they seem to be targeting include ensuring that businesses have… Read more »

Lucinda reaches a milestone- 10 years service with HiRUM

 Thank you for everything you have done over the past 10 years! All the Team at HiRUM wish you the very best.  We appreciate your wealth of experience and knowledge, and look forward to the next 10 years! Lucinda is… Read more »

Resident managers involvement in general meeting voting

As a Resident Manager with a lot invested in your accommodation property, both emotionally and financially, the temptation may certainly be there to influence general meeting voting as much as you can to ensure you achieve what you feel is… Read more »

SECURITY and BACKUP of your Hirum Property Management System

Have you recently considered the SECURITY and BACKUP of your Hirum Property management System Data and Documents? On the Backup front: Are you complying with Trust Account Auditing requirements for an out-of-office backup of Hirum? If Hirum support were required… Read more »

New Year, New Opportunities, New Goals

  Realistic, achievable, measurable business goals will help you to set a plan for the future and reach it……Have a think about where your business is now, and where you would like it to be next year. Make sure your… Read more »

Happy New Year From HiRUM

  The Management and Staff of HiRUM wish you a happy and prosperous 2014. We look forward to working with you throughout the year.

No GST on rent of manufactured Homes

Another compelling reason for our property management software users to become members of ARAMA; ARAMA had previously defended the management rights industry against the imposition of GST on short term letting apartments which if successful, could have resulted in several million… Read more »

Kirra Surf Apartments Benefit From HiRUM’s Property Management Software

Accomnews have recently published a fantastic interview with Kirra Surf Apartments, extolling the benefits of HiRUM Property management Software. Kirra Surf is a beautiful resort located right on the beach at Kirra Beach, Coolangatta, on the Gold Coast.  Fully self-contained,… Read more »

Merry Christmas To All From HiRUM!

Christmas Party Responsibilities

In the lead up to the silly season, it is opportune to give some thought to the responsibilities of both employers and employees alike, when it comes to behaviour at work Christmas parties.  As our property management software clients, you… Read more »

Out With PAMDA, In With POA

Guess what?  To all our property management software users, stay tuned, as change is in the wind. The new draft bill of the POA (Property Occupations Act) and the Agents Financial Administration Act will eventually supercede the PAMDA legislation, at… Read more »

Don’t Let OTA’s Hijack Your Brand

Are the online travel agents hijacking your brand?  Recent actions by some leading players in the accommodation market, may give rise to asking this question.  And if the answer is “yes”, what can be done about it? Mantra Group has… Read more »

Control Your terms Of Trade

How would you feel about letting a guest stay on credit?  How about they stay at your property no questions asked and you receive payment sometime during the following month?  No security deposit, no payment at all, just good old… Read more »

Guidelines From the OFT With Respect To Schoolies

The office of Fair Trading has issued some guidelines with respect to booking accommodation to ‘schoolies’ groups this year.These guidelines were published in their November Smart Business Bulletin, and are reproduced by HiRUM Property Management Software below; Fair Trading advice… Read more »

HiSITE Channel Manager Clients

Check your Holiday Rates To Take Advantage Of Peak Season Bookings HiSITE Channel Manager clients….It’s November already…. bookings for the holiday period over December and January are well underway, with prospective holiday makers seriously considering their options for Christmas vacations. … Read more »

Does your PMS provider go the extra mile?

What do you get for your money from your Property management Software provider? Your job can be stressful, right?  And there are never enough hours in the day to look after your guests and keep all that dreaded admin work… Read more »

HiRUM PMS Showcases Villa Del Lago

Queenstown, New Zealand HiRUM Property Management Software is proud to showcase another beautiful property…..Our clients, Villa Del Lago, sent through this beautiful photo this morning!  It was taken yesterday, as it had just snowed.  It is quite unusual for it… Read more »

Why Onsite Management Wins Hands Down

Why Onsite Management Works Better For Lot Owners? Without a doubt, onsite management has  a substantial advantage over property management by outside agents. The Onsite manager is on the spot.  They have a hands on knowledge of the building and… Read more »

Pink Polar Expedition – HiRUM Accommodation Software

HiRUM Accommodation Software had the pleasure of attending a fantastic Women In Tourism Breakfast on the 4th October, in support of Breast Cancer Awareness. Have you heard about the Pink Polar Expedition?  We got to hear from Kate Carlyle and… Read more »

New Theme Park Campaign To Supercharge Gold Coast Tourism

In a joint statement, Campbell Newman and Jann Stuckey have announced another boost to Gold Coast Tourism, with an advertising blitz geared at reinforcing the Gold Coast’s position as Queensland’s leading tourist destination……. JOINT STATEMENT Premier The Honourable Campbell Newman… Read more »

Gold Coast Holidays – A Fun Destination

The Honourable Jann Stuckey, Minister for Tourism, has announced that the Gold Coast, and Gold Coast holidays in particular, will be actively marketed on televisions across Australia in a Tourism and Events Queensland initiative to promote the tourism industry on… Read more »

Business Structures and Asset Protection

The Importance Of Investigating and Structuring Any New Business Carefully To Maximise Asset Protection   Tony Rossiter from Holmans Accounting published a very interesting article in, relating to the importance of looking very carefully at any prospective business purchase,… Read more »

Important news for Channel Manager clients: undergoing system maintenance have advised that they will undergo system maintenance this Friday. Please be advised Check-in will be undergoing system maintenance which will take approximately 3 hours to complete that will commence at 7:00am AEST this Friday… Read more »

Is Your Booking Form Mobile Ready?

Mobile devices – the way of the future for the accommodation business Consumer habits are changing, with the advent of the 3 screen battle between desktop computers, tablets and mobiles.  As an accommodation business owner, it is up to you… Read more »

Checking Back In – Buyer Beware

Posted 19/6/2013 has been purchased and re-listed just 8 weeks after their financial collapse under debts (reportedly) in excess of $4.4 million. The company, along with its 350,000 strong customer database, supplier lists, domain names , logos and intellectual… Read more »

Accommodation Industry – Hottest 100

Recent data compiled by Experian Hitwise and shows with an extraordinary ranking of  4th place in their list of Australia’s Hottest Travel Websites, behind Google Maps, Trip Advisor and Qantas.  Their hottest 100 list shows dramatically out… Read more »

Nurofen Initiative – Variety Bankstown To Ballarat Bash

This year’s Bankstown To Ballarat Bash commences 22nd August ! Nurofen, one of Variety’s Corporate Partners, is producing behind the scenes videos during the Variety Bash.  Videos are being filmed every day, including interviews with the colourful Bash characters and… Read more »

The Risks Of Data Sharing

Posted 9/8/2013 Written by Sylvia Johnston, HiRUM Australasia for Accomnews Recently several hospitality managers have been caught out by unwittingly handing over their sensitive business data to a third party believing this was necessary for the supplier to undertake marketing… Read more »

Supreme Court Ruling On Class 2 Buildings

Posted 15/7/2013 By John Mahoney, Mahoney Lawyers In what is one of the most important decisions ever for the management rights industry in Australia, the Supreme Court of Victoria has handed down a decision as to the ability to… Read more »

Vale Dave Allen

Posted 19/7/2013 It is with deep regret that we inform you of the passing of Dave Allen OBE.  Dave passed away aged 81 years on Friday the 12th of July.  Dave was one of the early pioneers of the Management… Read more »

Hirum Clients – Virtual Credit Card

As of the 29th July 2013, is implementing a new method of payment for all bookings.  They will supply a virtual credit card to pay all guest accommodation for guests arriving beyond this date.  Please follow the steps outlined in… Read more »

Office Hours – Are They Really Necessary?

Posted 26/7/2013 Written By Frank Higginson Of Hynes Legal When I first started my articles of clerkship at a venerated management rights firm in 1992 mobile phones didn’t exist.  I used to have a beeper.  So when I was out… Read more »

New Accommodation Scam Comes To Light In WA

Posted 26/7/2013 It appears that Accommodation providers in Western Australia are being targeted by scammers, who are using stolen credit cards to make a booking, and then cancelling the booking and having the money refunded direct into a bank account…. Read more »

Congratulations to Beachfront Apartments and Vue Apartments Trinity Beach

Posted 30/7/2013 Trinity Beach does it again with three properties being ranked in the top nine accommodation houses in Australia in the annual Expedia Insiders List. At the top of the list is the Beachfront Apartments on trinity Beach, which… Read more »

Gold Coast – Proposed Development of Parklands

Media Release Deputy Premier, Minister for State Development, Infrastructure and Planning The Honourable Jeff Seeney Posted 30/7/2013 Call for feedback on Parklands PDA proposals The Newman Government will release the Proposed Development Scheme for the Parklands Priority Development Area (PDA)… Read more »