Resent with Image - What is the impact on metasearch when a hotel rebrands?

[Jason Price]

Metasearch transition strategy when a hotel rebrands

When a hotel rebrands (changes its name, drops the brand flag) the impact in the digital channel can be quite challenging and a cascade of updates are required including a full Local SEO relaunch. The name change also crosses over in metasearch and in particular for Google Hotel Finder. The update of the name must ultimately made in Google Maps where the new name and address has to be indexed. The procedure requires a recertification of the local listing and Google+ page. Easy enough but the lag time on Google’s side to process the update and complete the re-indexing can be as much as 6 weeks.  During this waiting period the hotel profile in the search results page may declare in bright red that the hotel is permanently closed because technically it is under the existing hotel name that no longer exists, even though the hotel is open for business under the new name. So how do you handle metasearch during this transition period?

The OTAs smartly continue to bid for business of the hotel under the old name. After all consumers may not be aware of the rebrand, nor care. Throughout the Google eco-system where the drop down ads appear (Google HPA) the OTAs are stealing market share by driving customers to the hotel page with new name, simply switching. What we learn is that it is essential that if you want to minimize the impact of the rebrand through metasearch then you continue to bid on metasearch and not pause your marketing campaign – the OTAs are not - if the listing under the old name lingers for a few more weeks.

 Talk to a HeBS Digital consultant if you are facing a rebranding and need a metasearch transition strategy put in place.

(Image: Hotel has rebranded and open for business but labeled as closed under the previous name. Note the OTAs are still advertising and the visitor will see the new hotel name once selected.)