Recently, several clients have brought us a flashy brochure from an advertising agency, raving about display advertising campaigns on TripAdvisor. The pitch? Hundreds of millions of visitors monthly and the promise that, for just €350 per month, your banner will be displayed at least 3,000 times in a “visibility campaign.” Sounds like a great deal, right? Or… is it?
In a surprising move, Google announced the end of its commission-based model for hotels, a change that will have significant impacts on the industry. Here’s why Google is moving away from this model and what it means for hotel advertisers. With Google’s commission model ending, hotels need risk-free alternatives to stay visible online with the direct channel. Guest & Co developed a tailored solution to do exactly this: the Meta Campaigns Commission-based program.