Google's New Update Affects All Hoteliers

practicalities - Vietnam: April 23, 2015

Breaking news: Your online bookings may be at risk

Did you hear that explosion? Google just set off its Mobile nuke. Media's calling the new algorithm update "mobilegeddon."

Basically, if your site is not mobile-friendly, you can expect a significant drop in your search rank. And since 90% of search engine clicks occur on the first page (Chitika), that could spell disaster for many unprepared tourism stakeholders.

Starting today, if you're not toe-to-toe with the search giant's expectations, you just lost a large chunk of bookings.

Yeah it's grim, but Google moves faster than any of us. All we can do is adapt.

Let's take a look at all the warning signs that told us this was inevitable:

1) Last year, mobile bookings rose by over 36%. Almost 21% of booking, 17% of room nights and 15% of revenue came from tablets and mobile devices. 25% of all bookings and revenue came from non-desktop mediums. (HeBS Digital Research).

2) 40% of page views were generated from non-desktop devices in 2014. (Tnooz)

3) In 2014, desktop website bookings declined by 4.4%, while desktop visitors declined by over 13%. (Tnooz)

4) Smartphones saw a surge in purchases in Vietnam in 2014. According to The Giodidong, 52% of all phone users own and use a smartphone.

5) Check out the infographics below, straight from Google. They drive the final nail in the coffin:

How Google's New Update Will Affect Hoteliers

How Google's New Update Will Affect Hoteliers

The warning signs were there: Google told businesses to brace for impact back in February.

So how will this update affect your business?

"Businesses that depend on people finding them through localized search will suffer most. Most of us use Google search engine on our phones and tablets. Imagine what happen when typing "activities in Saigon" or "Italian food in Ho Chi Minh City?" The many non mobile friendly website that relate to these subjects will fall off the screen. It will result in a substantial traffic decrease for them and a loss of sales."
Patrick Gaveau, CEO of Innovo JSC says
"Google has always been about relevancy, and content is king," he says. "But that's changing. Yes, they're saying content is still extremely important, but user experience is just as important. It's not sufficient to have all the right content — if people come to your site and the content is there but it's not readable, that's not good."
Itai Sadan, CEO of Duda, adds

Tnooz concludes that:

"Investing in your property website to maximize revenue from the three screens (desktop, mobile, tablet) is paramount to the very existence of your property. Coupled with a robust, well-funded digital marketing strategy, this will allow you to improve your property’s bottom line and leave the comp set in the dust."