In 2020, Google introduced a completely new communication channel: Google Business Messages. With this new messaging function, customers can contact businesses listed in Google search or Google Maps with just one click. The same applies to travelers looking for the right hotel. With Google Business Messages, potential guests can send a message to their hotel without having to visit the hotel’s website. So far, Business Messages are only available for mobile search.
Due to the ongoing pandemic, a change in customer behavior is noticeable: guests who find their hotels through an OTA (Online Travel Agency) want to first learn about the safety and hygiene measures implemented by the hotel. Therefore, it’s not surprising that the hotel is googled first before the actual booking takes place. If a hotel has a Google My Business account (which no hotel should do without), the Google My Business card appears in the Google search. The card shows various information about the hotel as well as buttons that link to the hotel’s website, Google Maps, or contact with the hotel. With Google Business Messages, a button now appears that allows guests to start a direct chat with the hotel.
This works similarly in Google Maps: when searching for the hotel’s location, the hotel profile appears. It now includes a chat button, allowing guests to chat directly with the hotel if they have a question. Guests often have simple but important questions about arrival or parking facilities at the hotel. With Google Business Messages, a chat with the hotel can be started directly in Google without much effort. This way, hotels can show their guests that they are available for questions anytime and anywhere.
Let's start with the obvious: it’s Google! Google records over 3.5 billion search queries per day and over 1.2 trillion search queries per year (InternetLiveStats). Additionally, Google recently abolished fees for hotel booking links (Phocuswire), making it a central player in the meta-search engine space. Now, it offers an easy communication tool for hotels and their customers. This means hotels can connect with potential guests at the earliest stage of their guest journey and reach even more guests.
When travelers contact the hotel through Google search, the hotel gains the opportunity to interact directly with them and impress them – this also applies to upgrades and additional services.
Hotels have two options for integrating Google Business Messages: either through the Google My Business App – a free option, and thus likely more appealing to smaller hotels, or by using a third-party provider like DialogShift, which allows hotels to access the Google Business Messages API. Through this API (interface), a central guest communication platform is integrated, making Google an additional chat channel – alongside the website, Facebook, WhatsApp, and the guest app.
This way, hotels can use a chatbot and live chat system that integrates across multiple channels. An AI assistant (hotel chatbot) is available to guests 24/7 in more than 100 languages and can, if necessary, transfer inquiries to hotel staff. Chats from the various channels appear in a central inbox. Messages can be automatically sorted and assigned to the appropriate teams. The traveler is notified via push notifications on their mobile phone when the reception team has responded.
Overall, hotels can automate up to 90% of guest inquiries using AI, handling them faster and more efficiently. And the big advantage for guests: they can easily and quickly contact the hotel at various touchpoints – whenever and wherever they want.
Currently, the Google Business Messages API is only available through a few selected partners, such as DialogShift. Given Google's market power and its leading role as a search platform, Google Business Messages will be a game-changer for customer communication in the future.
If you are interested in connecting Google My Business Messaging with your hotel, contact us at hello@dialogshift.com or give us a call.
