Google’s PayPerStay includes a reconciliation report for hotels to confirm effective stays. We’ve seen this model for years in travel advertising, but it gives to a data behemoth like Google one more eye into the world of first-party stay data which is the true oil of hotels and tourism suppliers.
It reminds me of moves such as Expedia’s acquisition of Alice hotel operations platform and several similar moves by players traditionally dealing with the customer’s journey “around” the stay, to peek into what is actually happening on site, collecting that small but rich data and pairing it with the shallow, big data that they own.
It’s time for hotels, airlines, DMC and Tour Operators to federate and multiply the value of their #traveldata.