Has Google Gemini Just Made Metasearch Even More Important?

Google’s recent advancements in AI, particularly through its Gemini AI, are transforming the digital marketing landscape for the hotel industry. By integrating hotel ads into AI-generated search results, Google is potentially enhancing the role of metasearch, a crucial channel for hotels seeking to secure direct bookings. This development comes amid declining click-through rates due to AI-powered search results, prompting discussions on how hotels can adapt to an AI-driven environment.

Current Integration of Hotel Ads

Initially observed in information-led travel searches originating from the United States, Google’s integration of hotel ads into Gemini AI results is a significant shift. For instance, searches such as “itinerary for a week in New York” now include an AI Overview that suggests a detailed itinerary. This overview features a “Where to stay” section, displaying listings linked to Google Hotel Ads and a map-based overview. In contrast, similar searches in the UK still reflect early AI search experiences without specific advertising.

Frequency and Type of Queries

Metasearch ads primarily appear in research-focused queries. Searches like “New York Itinerary” or “Planning a trip to New York” trigger AI Overviews with hotel ad links. However, more specific hotel-related queries, such as “where to stay in New York,” continue to show Google’s Travel Promotion Ads. Activity-focused queries, like “what to do in New York,” maintain a traditional AI overview without direct advertisements.

Google AI Mode and Its Implications

In Google’s AI Mode, a ChatGPT-style conversational interface, the integration of hotel ads varies. For searches like “itinerary for a week in New York,” users receive detailed itineraries without metasearch links. However, queries like “great hotels for families in London” in AI Mode include metasearch links, even if traditional search results do not.

Participation in Travel Promotion Ads

Currently, participation in Google’s Travel Promotion Ads does not appear to influence whether a hotel’s metasearch listing is included in AI overviews. Both hotels investing in TPAs and those not involved have been observed in these new features.

Impact on Hotels

The rollout of AI Overviews has sparked controversy, particularly in the EU, where web publishers have filed antitrust complaints against Google. The concern centers on the potential impact of reduced click-through rates on businesses. However, for hotels, this integration presents an opportunity to engage with customers during the inspiration phase of their travel journey. By investing in metasearch, hotels can potentially regain bookings from online travel agencies (OTAs) and enhance their visibility to prospective guests.

Optimizing Hotel Listings for AI Overviews

Given the nascent stage of this integration, optimizing hotel presence in AI overviews remains challenging. However, being active on both free and paid metasearch should be a priority for hotels. Ensuring an updated Google My Business profile with comprehensive information and visuals is also recommended. Additionally, hotels should focus on Generative Engine Optimization (GEO) to future-proof their sites for AI optimizations. This includes following HTML best practices, using alt text and captions, addressing guest queries, and showcasing reviews and photos.

Future Prospects

As the landscape of AI-assisted booking evolves, hotels must continue investing in traditional channels while adapting to new AI-driven opportunities. The potential for more types of paid media or targeted spending in AI queries remains uncertain. However, staying informed about Google’s developments and expanding changes beyond the US will be crucial for hotels seeking to optimize their marketing strategies.

For further guidance on optimizing metasearch channels and enhancing visibility in AI search overviews, hotel marketing experts are available to assist.

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