Rumours have been circulating since the beginning of the month: Google is reportedly making moves to establish itself as a hotel booking platform. As is often the case with the world's largest search engine, these rumours have been confirmed. Google has implemented an instant booking function. For now, it has launched a beta version that allows US users to book a hotel room directly through the search engine, without having to leave the search page to access the hotel's website.
Until now, online users were redirected to a travel agency or the hotel's website to make a reservation. In the United States, it is now possible to book directly through the search engine, thanks to the new booking function. Google is not the first to develop a direct booking system. It appears to be following in the footsteps of Tripadvisor, which recently launched a very similar function.
Sabre's Technology and its Impact
Everything indicates that its assisted booking system Google.com/hotels will have a considerable impact on the tourism sector, although it is still difficult to predict the reception of this new, embryonic project. Google is not alone. It has the technological support of Sabre Hospitality Solutions, with whom it has signed a cooperation agreement.
The technology company, with a client portfolio of over 20,000 independent hotels to which it offers solutions, has merely stated that, regarding Google's new function, it only provides backend support to its client hotels, as cited by Sabre in the specialised technology portal for the tourism sector www.tnooz.com. It has confirmed that it is collaborating with Google on the beta testing of the new “Book on Google” commission model, through which hotels can receive bookings via organic Google searches and Google Maps.
The new commission programme allows many hotels to increase Conversion Rates thanks to the direct booking system through the search engine, which could prevent many users from interrupting the booking process. However, many hotels will not be willing to cede part of their profits to Google and Sabre. The solution resulting from the technological cooperation between Google offers hotels the possibility of participating in the “Google Hotel Ads Commission” programme, with which they can avoid large investments in software.
Google's potential for the tourism industry is immense, as the world's number one search engine offers millions of users accessing via mobile, tablet or PC a convenient and fast direct booking function.
Evolution of Google Hotels and its Impact on the Tourism Sector (2018-2026)
What was an emerging trend in 2018 is now, in 2026, a fundamental pillar in hotel distribution strategy. Google Hotels has evolved from a beta function to a mature platform that integrates not only direct search and booking, but also elements of travel planning, reviews, and price comparisons from OTAs (Online Travel Agencies) and direct hotels. This evolution has redefined the conversion funnel for the tourism sector.
The Role of Artificial Intelligence and Conversational Search
With the rise of generative AI and conversational search (such as ChatGPT, Perplexity AI, and Google's own integrations in Search Generative Experience – SGE), the travel planning process has become even more fluid. Users can describe their travel preferences in natural language, and AI will offer hotel, flight, and activity recommendations, often with direct links to Google Hotels for booking. This means that visibility in Google Hotels depends not only on a good pricing strategy but also on the richness and accuracy of the information provided about the establishment, which AI can process and present.
- Practical Example: A user might ask AI: “Find me a boutique hotel in Barcelona's Eixample for two people in June 2026, with a rooftop pool and good vegan options nearby.” The AI, using data from Google Hotels and other sources, would generate a list of relevant options, highlighting those with high ratings and specific features.
Data and Statistics (2024-2026)
According to a 2024 Skift study, over 60% of travellers begin their accommodation search directly on Google, surpassing OTAs as the initial starting point. It is estimated that by 2026, direct bookings through Google Hotels will account for 15-20% of total global hotel bookings, a significant increase from 8% in 2023. This trend underscores the critical importance of having an optimised strategy for Google Hotels.
In our experience working with hotel chains and independent hotels in Spain, we have observed that those who invest in optimising their Google My Business profiles and an active strategy in Google Hotel Ads manage to reduce their reliance on OTAs, improving their profit margins. A recent success story with a boutique hotel on the Costa Brava showed a 25% increase in direct bookings in one year, largely attributable to a comprehensive strategy on Google.
Keys to Optimising Hotel Presence in Google Hotels
1. Impeccable Google My Business (GMB) Profile
Your GMB profile is the cornerstone of your presence on Google. Ensure all information is up-to-date and accurate: address, phone, website, opening hours, detailed descriptions, services (Wi-Fi, pool, parking, etc.), and, crucially, high-quality photos and videos. Customer reviews are vital; respond to all of them, both positive and negative, professionally and promptly. Google values interaction and fresh content.
2. Google Hotel Ads (GHA) Strategy
GHA allows hotels to bid for visibility in Google Hotels search results. There are several bidding models (commission per stay, commission per click, enhanced CPC). The choice of the appropriate model will depend on your budget and objectives. Constantly monitor the ROI (Return on Investment) of your GHA campaigns. Automated bidding management tools, such as those offered by Google's connectivity partners (e.g., SiteMinder, Cloudbeds), can be very helpful.
3. Integration with Channel Managers and Hotel Management Systems (PMS)
For direct bookings through Google Hotels to be possible, your booking engine must be connected to Google. This is generally achieved through a channel manager or a PMS that has a direct integration with Google. Ensure your technology provider offers this connectivity and that availability and rates are synchronised in real-time to avoid errors and overbookings.
4. Competitive Pricing and Rate Parity
Google Hotels compares prices from multiple sources. It is essential to maintain rate parity with OTAs or, ideally, offer a slightly better price on your direct channel. Any price disparity can divert users to other platforms. Rate shopping tools can help you monitor competitors and OTAs.
5. Optimisation for E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
Although E-E-A-T is more associated with content, its principles are applicable to a hotel's online reputation. Customer experience (reflected in reviews), brand authority (recognitions, awards), and trustworthiness (transparency in pricing, clear cancellation policies) influence how Google and users perceive your establishment. A hotel website with useful content (local guides, recommendations) and a comprehensive FAQ section also contribute to good E-E-A-T.
6. Core Web Vitals and User Experience (UX)
The loading speed of your website and the smoothness of the booking process are crucial. With the introduction of INP (Interaction to Next Paint) as a core Core Web Vitals metric in March 2024, the responsiveness of your website is more important than ever. A slow or difficult-to-navigate site will frustrate users and negatively affect your Ranking and Conversion Rates. Ensure your booking engine is fast, intuitive, and optimised for mobile devices.
Common Mistakes to Avoid in Google Hotels
- Outdated GMB Information: Not updating opening hours, services, or photos can lead to frustration and bad reviews.
- Ignoring Reviews: Not responding to reviews, especially negative ones, creates a poor image and affects reputation.
- Price Disparity: Offering higher prices on your direct website than on OTAs is a fatal mistake.
- Lack of Technological Integration: Not having a channel manager or PMS connected to Google Hotels limits direct bookings.
- Slow or Non-Mobile-Optimised Landing Pages: A poor user experience on your website negates marketing efforts.
- Not Monitoring Performance: Not analysing GHA and GMB metrics prevents strategy optimisation.
The Future of Google Hotels: Beyond Booking
The future of Google Hotels is heading towards an even more integrated and personalised travel planning platform. We expect to see greater synergy with Google Flights, Google Maps, and Google Travel, offering end-to-end user experiences. AI-driven personalisation, suggesting destinations and accommodations based on search history and user preferences, will be key. Furthermore, sustainability and “eco-friendly” travel options will gain more weight in Google's search filters and recommendations, something hotels will need to integrate into their offerings and communication.
Ask Us…
If your company operates in the tourism sector and you are interested in learning more about Google's new project and its implications for your business, ZDS Digital (formerly B2-Performance) will answer your questions and provide support. As an agency specialising in SEO for hotels and digital marketing for the tourism sector, we have the experience and tools to help you maximise your visibility and direct bookings on Google Hotels. Email us at [email protected] or call us directly on +34 935 329 378. You can also consult our insights and success stories to better understand how we can help you.
