Belgian hotel reaps the benefits of direct advertising with Google Ads
In May 2014, Eveline Geelen and Floris Hubert acquired the Maretak (“Mistletoe”) hotel, restaurant and spa in the Belgian town of Dilsen-Stokkem. They began using Google Ads later that year. As a result, they not only achieved a significant increase in direct bookings, but also reduced their advertising spend – since they’d previously paid commission for ads on hotel booking sites.
Google Ads has also improved their position compared to bigger players who still get most of their business from booking sites. “Direct advertising means we get a lot more bookings from people who are willing to spend more,” Floris says. “We’ve changed our customer base, and we’re attracting guests who used to be difficult to reach. Google Ads is a sophisticated, user-friendly tool that makes it easy for us to decide how to position ourselves, we’re really pleased that it’s delivered results so quickly.”