DAR ES SALAAM, TANZANIA – Jovago in collaboration with Google has released a case study about the use of Google Hotel Ads in Africa. The research lets tech enthusiasts and analysts assess the impact of Google Hotel Ads on Jovago’s objectives, one of which is to connect more travelers looking for a hotel to their vast inventory of 25, 000 hotels in Africa.
“The case study by Google enables us to boost the great customer-centric approach of the business.We have noticed the immense growth and key changes with the use of Google Hotel Ads in our strategy. Google is a giant search engine and we are delighted to partner with them to further ensure that Jovago caters to the hotel-booking needs of travelers in Africa” said Paul Midy, CEO of Jovago.
In the past five years, mobile phone subscriber growth rates in Africa have been skyrocketing, to more than twice the global average. With a prediction of a 20-fold increase of smartphone users in the continent by 2019, Jovago hopes that the use of the Hotel Ads will double its traffic (from mobile devices) from the Current over 30%.
Jovago’s users do “everything, I mean everything with mobiles,” says Guido Mancassola, Chief Marketing Officer for Jovago. “At certain times – such as the second half of each day and the later days of each week – up to 75% of Jovago’s website traffic comes from mobile devices,” he adds.
The case study therefore shows the possibility of growth of Mobile use in Africa, particularly in the hotel booking business. As the foremost hotel-booking company of Africa, Jovago has, as a result, recently launched its customer friendly Apps – including the Extranet App for Hotel Managers which enables them to manage their rates and inventory right from the top of their palms.
With a conversion rate 88% higher than comparable channels, Jovago considers Google Hotel Ads the most effective of all its paid channels. Besides, the company has improved its overall paid search conversion rate by 8 points, while consequently its site-level ROI has gone up by 4 points.
“The conversion rate with Google Hotel Ads is one of the highest we’ve ever experienced. You can capture a lot of demand with Google Hotel Ads. It’s been a tremendously effective acquisition channel,” says Mancassola.