“I see Google Hotel Ads as a kind of hotel branch of Google Shopping. I saw large parties such as Booking and Trivago active on this, and as a marketer, I certainly wanted to go along with this, on the one hand, to prevent them from “hijacking” all the bookings, but also to stay one step ahead of our competition. “When I started looking into it, the conditions turned out to be very favorable because I have to pay much less commission with Google Hotel Ads, I can realize more direct bookings at lower costs and still achieve extra visibility.”