September 07, 2018

How Google’s latest experiments with metasearch could impact hotels

Just a few weeks ago, Google began testing a new hotel pricing and availability graph, which if successful could see a hotel's organic traffic to decrease.

This new feature shows average pricing for hotels when users carry out a branded hotel search on Google via desktop. It’s positioned directly above the first organic search result (which is typically where you would see a hotel’s official website) and provides a simple at-a-glance overview of room rates.

If this turns into a permanent feature, travel shoppers looking for a hotel may focus on Google’s price chart rather than clicking on a hotel’s own website. It’s certainly possible that hotels could then begin to see a decrease in organic traffic.

Clicking or interacting with the pricing graph takes users into the Google Hotel/Maps screen. They are then prompted to choose from any of the rates shown by various booking sites within Google’s Hotel Ads product.

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