For years now hotel marketers have claimed that search engines are on the way out as a viable marketing and distribution channel in hospitality.
These claims, of course, have been followed with boasts of “the next big thing” to save hotel distribution – from social media to retargeting to the mobile channel. Some search engine skeptics point to the “declining” number of hotel and travel searches, supposedly evident from Google Trends, as the ultimate proof of the demise of the search engines.
Google in particular dominates hotel search; results provide deep and relevant information, the best mapping and directions, extensive customer reviews via Zagat’s acquisition and now provide real-time hotel availability and pricing via Google Hotel Finder. No other meta search or travel site comes even close to match the richness and relevancy of hotel information provided by Google.
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