Recent changes at Google mean consumers no longer have to leave Google to book a hotel – bookings can be made right on the Google site via Google Instant Booking.
- The bookings are made directly to the hotel, and the hotel owns the customer relationship – not the OTA,
- The bookings are made on a commission model – generally more favorable terms that the OTA’s merchant model,
- Hotels can get exposure in Google Hotel Ads on a pay for performance basis – not a cost per click (CPC) basis.