7 years ago

Trust International gets hotel clients into Google Maps and Google Places

Hotel CRS vendor Trust International entered into a Google program to resell Google AdWords to hotel customers and get their properties displayed in Google Maps and Google Places.

Trust is offering its more than 60 hotel chain customers the ability to display their prices and availability through Google Maps and Google Places.

The Frankfurt-based CRS company says the service is available on Google domains in the Americas, Europe and Asia.

Among the first of Trust International’s customers participating in the program is Georgian Terrace, a WorldHotels property in Atlanta, Georgia.

Here’s an image of a “Atlanta Georgia hotels” search in Google Maps, with Georgian Terrace appearing as the fifth listing in the left column and also as item D on the map:

with red circle

In addition to a star rating and user reviews, the listing also displays $116 room rate with ads and deep links to Expedia, hotels.com, the Georgian Terrace hotel website [listed third], Booking.com and Priceline.

Here’s one of deep links to a Georgian Terrace booking page, powered by Trust International.


The Georgian Terrace also appears in Google Places as item E on the map after a search for Atlanta Georgia hotels.


Trust International says it is “the first independent centralized reservation system (CRS) worldwide” to offer this service through Google.

Matt Klainer, business development manager at Google, says: “As part of Google’s commitment to providing users with relevant information and improving our advertising offering for businesses, we’re please that Trust has joined our effort to show hotel prices on Google and Google Maps.”

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Dennis Schaal

About the Writer :: Dennis Schaal

Dennis Schaal was North American editor for Tnooz.



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  1. Quora

    How can I get my hotel prices into the Google database, so that the prices are displayed alongside the OTAs?…

    This is a new space, so my information could be off slightly, but here is what I know so far. It is not as simple as providing a feed. There is a special format that the information has to be provided in for Google to accept it, but there is also a cos…

  2. Dennis Schaal

    Dennis Schaal

    Matt: Google is expanding its hotel price ad program in Google Maps, partnering with larger players like Trust International to bring in more hotels and to get reliable pricing and availability information. https://www.tnooz.com/2011/02/08/news/google-expands-hotel-price-ads-in-google-maps/ Trust says it expects to program to be integrated eventually into Google Places and Google.com, for instance, but the details on this are sketchy.

  3. Matt Grant

    My apologies, I misunderstood the description of the links and couldn’t see clearly from the screen shot. I did the search myself and you are correct. If you click on the hotel price you see direct links to the major OTA’s.

    However, I fail to see how this is different from the other listings on the Maps SERP. 6 of the 9 other listings display pricing in the same manner. This hotel pricing feature was rolled out in March 2009. What am I missing?

  4. Dennis Schaal

    Dennis Schaal

    Matt: You are wrong about the links. If you click on the hotel price, the subsequent links in Google Maps take you to OTA and hotel website booking engines — not to reviews. And, on Google.com, if you click on Make A Reservation for the Georgian Terrace in Atlanta, you likewise navigate directly to the booking engine on the hotel website.

  5. Matt Grant

    Slow down. What Trust and Google are talking about it nothing new.

    The listing that they highlight above is just a traditional Places listing. Trust is trying to show how their booking engine feeds pricing to Google places. It highlights how the $116 room rate is showing up on the listing. Notice the quote from Google just says “we’re pleased that Trust has joined our effort to show hotel prices on Google and Google Maps”

    The comment about deep links to Expedia, Hotels.com, etc is misleading. These are links to customer reviews for the Georgian Terrace on these sites.

    This release is marketers trying to put a spin on something that is not at all unique. Don’t let yourself get confused by their suggestions otherwise.

  6. Dennis Schaal

    Dennis Schaal

    Sam: It seems like Google is rolling out a new platform that enables hotels to initiate a pay per click program in Google Maps and eventually this program will be integrated into Google Places and Google.com etc.

    Google apparently is working through larger players rather than individual hotels because Google wants hotel rates that update regularly rather than bait and switch hotel rates.

    Apparently this new platform will be rolled out later in 2011.

    • Sam Daams

      So integrated into the already existing ‘organic’ hotel listings in Places, or can they buy themselves a listing in that top 10? The first seems like an extension to Google Tags, which I was made aware of a few weeks ago when spotting a link like this, and apparently was rolled out ages ago (I obviously didn’t know either). The latter would be a HUGE change of direction for Google and pretty much explode in the blogosphere…

    • Gautam Lulla

      Dennis: This is interesting – orignal article as well as comment update. So Google has in fact decided to build it’s own “little” store of hotel rates and availability and is after all starting with getting big chunks of it from the large guys first. You can bet there is development ongoing with Hilton, Marriott, IHG… as we speak.

      The direct connect model here too it looks like. 🙂

      Poor incumbent intermediaries. All google will have to do at the end of all this is build a PNR – oh wait they already have Google Checkout. 😉

  7. Dennis Schaal

    Dennis Schaal

    Sam: Trust International says it will have its hotels “listed in Google’s feature showing hotel prices and availability against relevant search on Google Maps and on related Place pages.” I’m clarifying with Google.

  8. Sam Daams

    Wait, can hotels buy listings in Google Places?! That would be a MAJOR change of policy for Google compared to their normal “it’s the algo that determines rankings”.


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