DUSSELDORF – Google is rolling out Book on Google (BoG) for hotels in more European markets. This feature has been recently released via Peakwork technology in several new markets. Already available for users in English-speaking markets such as the US, Canada and the UK, it is now live in Germany, Spain, France and Sweden.

With BoG, when searching for a hotel, customers are not linked to an external website for booking, but can book within the Google user interface and search environment. This user interface is a Google check-out site which is labelled and branded with the partner’s logo, where the user completes the traveler information and payment form, and then books with the hotel or tour operator directly. With Google’s Room Booking Module (RBM) feature, users can see available room alternatives for a specific hotel, broadening the choice of offers for the same hotel.

Customers with a Google account do not have to re-register on the hotel website nor input personal details again. This makes it easier and faster to book, which in turn improves the user experience and conversion rate.

Peakwork is one of the selected technology partners to offer this connectivity in all markets. Hotel providers such as bedfinder, Mirai, Whip and Hotelopia are amongst the first in the Peakwork network to take this solution live. bedfinder, brand of Swiss tour operator Hotelplan, has already launched as the first partner in Germany.

Book on Google was launched around three years ago in the US, and since then has expanded globally. Starting with airlines, one of the pilot customers was Lufthansa – who are also connected via Peakwork technology.