VIDEO: What Google’s Overhaul of Hotel Booking Ads Really Means

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This week’s news that Google will remove fees for hotel booking links is the latest in a long line of steps the search giant has taken to grow its presence in travel search.

This last change is major, with Google adding an organic listing to hotel search results that allows properties, online travel agencies and other booking sites to have free visibility.

Up to four paid links will stay ahead of a hotel’s organic price list.

The ramifications of deciding to make this change are significant, with properties and intermediaries having to think about how to get a decent placement on the organic listing, for example.

And will paid ads just be dominated by brands associated with Booking Holdings and Expedia Group – that is, those that have the marketing strength to keep spending on visibility.

We spoke with Mirai CEO, hotel consulting and digital marketing specialist Pablo Delgado, to understand what development means for all players in the hotel marketing ecosystem, including Google’s rivals and foes in the metaseach sector and OTA.

A detailed analysis is also available here on the Mirai blog.

Google eliminates fees for hotel reservation links – ANALYSIS


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