It’s a known fact that Google has goals of becoming the complete funnel for many of the searches and transactions we make online. They’ve already made great strides with their airline system and they have their sights squarely aligned with the hotel/travel space. We are going to dive into what Google has done this year alone in setting the stage to become the Hotel Demogorgon (cue the spooky Stranger Things music).
This transition is not new, Google has been working for years to reach farther down the funnel. However, as they announced in a February 2018 blog post they’re making a focused effort on the travel space and now these upgrades are reaching critical mass. TripAdvisor, Expedia, Booking Holdings… They all need to pay attention to these big hotel updates we have seen in 2018. In this article, we are going to look at the 7 Battlefronts that Google is establishing that may very well crush TripAdvisor and several OTAs…
Battlefront #1: Google Continues to Improve the Hotel Listing Experience
On October 31, 2018, Google made a significant announcement that they are rolling out a suite of design and functionality improvements to the hotel shopping experience. However, the gist of the announcement is the information you can find within Google’s own environment rivals that of TripAdvisor. Personally, the information is better organized and easier to digest on Google.
In doing so, Google is putting the finishing pieces on what may very likely be the most complete hotel shopping and booking system available. As an OTA, you should be shaking in your boots. As a hotel, you should be gearing up to put your best foot forward. Google My Business is going to be the place to start for any hotelier. By ensuring you have an optimized hotel listing, compelling photos, and are responding to guest reviews you will put yourself in a position to reap the early rewards.
Battlefront #2: Improved Hotel Searching and Filtering
Search Engine Roundtable grabbed some amazing screenshots of an improved hotel search and filter system in a June article. Data has already proven that a vast majority of hotel decisions begin with a search and, based on the new hotel SERP tools, customers will very likely stay on Google’s system for much longer as they slice and dice to find their perfect hotel.
Google’s push to gather more and more reviews makes searches even more valuable. To put this in perspective, the Breakers Resort in Myrtle Beach, SC has 5,024 reviews on TripAdvisor. Google is quickly catching up though with that same resort showing 2,300 reviews. Yes, TripAdvisor is still leading in reviews, but both systems have dozens of reviews from the previous seven days and offer more than enough guest evidence to make a booking decision.
