May 24, 2018

How Google’s organic search results have become ineffective for hotels

A former tourism student from the University of Iceland and an IT administrator in the Spanish island of Tenerife, analyzed SERPS on Google to see to what extent hotel brands in the region were featuring in organic search on Google. The answer: very little.

Using the key phrase "hotel tenerife", Hermann Valsson looked at the ten countries sending the most tourists to the popular holiday destination. Searches on the phrase in the United Kingdom, for example, which accounts for 34% of visitors to Tenerife, had ten out of ten of the organic results coming via online travel agencies, according to the research. Only searches on the phrase from devices in Sweden and Finland saw any significant visibility for domestic (Tenerfie-based) hotels.

"The digital footprint just gets better and better for the OTAs, and worse and worse for the hotels, although we are searching for a hotel and NOT for a booking engine," he claims.

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