What is Google Hotels?

As Google continues to try to simplify the buying process for users, they have launched the ability to search for hotels and visit booking pages directly from the search results page, all while being able to filter results and compare rates across sites. If a user searches “hotels in [city]” the page displays paid advertisements followed by a box with hotel listings. If you click a result or change a filter, a new page appears with a map plotting all the hotels for the area.

Will people use it?

Because most people begin their travel searches using Google anyway, it cuts out the need to visit OTA sites or even websites like Kayak which compare multiple OTAs at once. The Google Hotels interface is user-friendly with a wealth of information available due to the Google My Business integration. Once a hotel is selected from the map view, a pop-up with hotel details, photos, and reviews appears all without having to open multiple tabs or navigate away. It’s easy to narrow your results with travel dates, price, rating, and class, plus clear notation when there is free WiFi or free breakfast available.

Is this good for hotels?

While the rate pages do provide prices and links to book through OTAs like Expedia, Priceline, Booking.com, and Hotwire, hotels under the Marriott and Hilton brands are listed near the top of the rates to book directly, often with additional incentives like free WiFi to book direct. Also, previously the ad placements worked in favor of the big-budget OTAs with a large [itg-tooltip href=”http://www.travelmediagroup.com/hotel-marketing-glossary/#p” link-target=”_blank” tooltip-content=”<p>Pay-Per-Click advertising<br /><em>Click to read more.</em></p>”]PPC[/itg-tooltip] budget. Now, Google is working with hospitality companies like Sabre and Travelclick to offer Hotel Ads to independent hotel owners, who will benefit from a new commission-based payment rather than the traditional pay-per-click.

How do I get listed?

Google Hotels details are aggregated from Google Local Listings information

If your hotel is listed on OTA sites, it will appear in Google Hotels search results. However, you need to be sure that your Google My Business local listing is claimed, completed, and completely accurate and up-to-date. While you’re updating your information, check your reviews and respond to any that need a reply. After all, reviews will now be front and center when a user clicks your hotel for more details. You can also put your best foot forward by updating your Google+ page with new and high-quality photos, which will attract browsing travelers.