The most notable among the various additions are the widespread implementation of the room booking module, a price trend overview, other locations, and a question/answer portion.
The room booking module could drive a small degree of traffic away from the conventional metasearch placements. The price trends overview could provide a lot of important information for leisure travelers who can easily adjust their check in/out date. The “other locations” portion could be incredibly valuable for hotels that have high brand loyalty or great loyalty rewards. The questions and answers portion is a great tool for upper funnel consumers that are still in the early stages of their trip planning.
The room booking module is Google’s next step in creating a “one-stop shop” for travelers. Consumers are now able to easily search for hotels and book directly on the Google site. This has great implications for advertisers who may not have a perfect mobile site experience. This module is more built out than the previous iteration (Book on Google) with room images, pricing, and a clear indication of amenities. Currently, we are only seeing online travel agencies participating in this module, but Koddi expect hotel suppliers to join them soon.
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