The Evolution of Google Hotel Search Results

Google Hotel Search Results host the complete funnel for many travelers, from destination research and trip inspiration to booking reservations and beyond. When we first published this article in 2018, Google had already made significant strides within the travel space. Now, there are even more ways to browse hotels and flights, which keeps marketers on their toes.

Featured snippets are areas where hotels can earn highly visible placements on Google Hotel Search Results. According to Ahrefs, about 12% (or 14 million) of search queries have featured snippets in their results. While hotel marketers aren’t strangers to using search engine optimization to snag hotel SERP features, like listings, map packs, pricing tools, and ad-supported spaces, the tactics to earn these placements are always evolving. This is increasingly true with the introduction of AI overviews and innovative ad types.

In this article, we’ll cover updates Google has made over the past several years and highlight some of the latest changes to organic and paid SERP features. Use our insights on search trends to optimize your hotel for improved search visibility so you can reach more travelers and increase direct bookings.

The Hotel Listing and Search Experience

Back in October 2018, Google rolled out a suite of design and functionality improvements to its hotel shopping experience to better compete against Tripadvisor and other OTAs.

What Google created has arguably become the most complete hotel shopping and booking system available. Google Hotel Search Results have historically shown price comparisons, hotel overviews, reviews from Google and web sources, and hotel photos. But today’s layout is more visually appealing and comprehensive, allowing search engine optimization for hotels to have a greater effect.

We recommend hoteliers search their property to see whether their hotel listing correctly conveys their brand story and offerings. Writing a compelling description and boosting positive guest reviews can increase travelers’ interest and direct bookings.

In 2022, Google discontinued its Book on Google feature that allowed people to make reservations without leaving the search. This opened opportunities for hotels to capture traffic and earn direct bookings using their Google listing. It also heightened competition between properties and OTAs, increasing the importance of SEO for hotels.

Google determines hotel rankings in search results based on the property’s Business Profile, its website content, the brand’s online presence, and guest reviews. Optimizing your website and profile listing, adding compelling photos, and interacting with guest reviews will help position your hotel for success.

Local pack results for hotels are largely based on relevance, distance, and prominence, but Google also considers your Business Profile accuracy (category, attributes, location, hours) and engagement (photos and reviews). If you aren’t familiar with local SEO for hotels, we’re happy to help you get your property’s profile and website up to speed.

Failing to maintain your hotel’s Business Profile negatively impacts visibility, traffic and ultimately, revenue. Customers are 70% more likely to visit a business if its profile is complete. If you’ve let yours slide, use our guide to Google Business Profiles to make critical updates for improving your visibility in the SERPs, or let our team at TravelBoom take care of the details for you. 

Enhanced Hotel Searching and Filtering

In 2018, Google rolled out a new search and filtering system for the results page, and then we saw additional changes in 2022 with the addition of the highlight icons and hotel listing callouts which allowed travelers to filter even further. Though the filter options haven’t changed much since 2022, searchers’ preferences for how they filter now lean heavily toward price and user ratings.

Data has already proven that a vast majority of hotel decisions begin with a search, and Google offers a multitude of ways for travelers to narrow their options. The search filter on Google supports:

• Price
• Amenities
• Location
• User rating
• Hotel class
• Sustainability efforts
• Brands
• Special offers
• Property type

The user rating filter is huge for hotels. A reported 88% of travelers in 2024 filtered hotels by review ratings, eliminating properties below three stars. What was true in 2018 remains so today: Google captures a majority (67%) of all reviews, maintaining its stance at the top site for online feedback. Because searchers look at Google as the end-all review site, many don’t need to then compare testimonials on Tripadvisor or an OTA. This means people are poised to book hotels through direct links on Google, reducing traffic flow to other booking sources.

To make the most of travelers’ filtering preferences on Google Hotel Search, you’ll need a good amount of positive reviews. Your hotel must prioritize guest satisfaction and encourage guests to leave testimonials and rate their stay on Google. We’ve seen success with post-stay emails and in-room surveys. If you need assistance tailoring a strategy for your property, we’re ready to help!

Improved Hotel Price Insights

Since price is one of the top filters travelers use to search hotels, it shouldn’t surprise you that we’re tracking pricing insights. Historically, Google Flights has been the most convenient and accurate way to find the best airline deals. Over the years, Google has attempted to bring this same level of convenience to the hotel space through several new and updated tools:

• Hotel price alerts
• Price comparisons to other nearby or related properties
• Ability to save and track rates for a location
• Pricing trends

In 2021, Google made pricing easier for hotels to manage through a Google Business Profile integration. If you keep your pricing updated, offer a landing page, and are an ad partner, you’ll be eligible for the free hotel booking link feature. This displays your rates alongside other booking engines across Google. Hoteliers saw these links drive 30% incremental bookings in its introduction, proof that this integration can improve your property’s reach and offer travelers the easy booking experience they desire. 

Ranking for booking sites depends heavily on the landing page, consumer preferences, and value. Hotels can make the most out of Google Search ads by using SEO for their landing page and strategizing a loyalty program to encourage direct bookings. Contact our experts for solutions to connect your Google Business Profile and launch these campaigns or to increase your click-through rates with guest perks or rewards.

Google Improves Hotel-Centric Advertising Opportunities

Google Hotel Ads (GHA), Google’s version of a cost-per-click campaign model, rivaled Tripddvisor when it was introduced in 2018. Its capabilities continue to bring hoteliers advertising success. 

GHA’s integration with Google Ads platform offered granularity in reporting and additional opportunities to optimize campaigns. Expect to see continual innovation for Google’s hotel advertising for 2025 in these areas: 

• Improved Measurement: To combat changes to third-party data collection, Google launched new solutions for first-party data integration, collection, and consent.
• Google AI: Hotels can drive stronger ROI using AI insights for customer acquisition goals and manage ad spend with automated bidding and targeting strategies. 
• Rich Ad Formats: Google introduced Travel Feeds in Search Ads, making it easier to incorporate rich data for prices, images, and other information to reach more travelers.

The results of the Travel Feeds in Search Ads so far indicate a 20% increase in click-through rates for advertisers participating with a full range of formats. 

As preferences for personalized experiences and interactive ad formats increase, we expect to see updates continue across the entire suite of Google’s hotel-centric ads, which includes:

• GHA
• Search advertising
• Display advertising
• Video advertising
• Discovery advertising
• Performance Max advertising
• App promotion advertising

Metasearch is a major factor for hotel direct bookings, and Google improving its metasearch channel allows hotels to spend more effectively and pull advertiser revenue away from other platforms. Using GHA to encourage direct bookings reduces hotels’ reliance on OTAs, lowers commission costs, and allows the property to maintain brand control. TravelBoom partners with software providers to get the most spend in GHA and other hotel metasearch platforms for our clients.

Ways To Plan Travel With Google 

Google did away with Google Trips in August 2019 and introduced the internet’s ultimate travel planning tool: Google Travel. This still gives hotels places to appear organically on Google Hotel Search Results and streamlines trip planning for travelers who can toggle between hotels, flights, and things to do with ease. 

This robust travel planner lets you build an itinerary from the ground up, and bookmark hotels, attractions, and articles. Though Google eliminated the trip summary portion of its travel site in 2022, reservations link to travelers’ Gmail accounts and calendars organize confirmations and itineraries.

Instead of focusing on underutilized features, Google promotes standalone AI-powered tools to enhance travel planning. Already 71% of travelers show interest in AI tools, so hoteliers must prioritize search engine optimization and high-quality content to communicate their property’s amenities, room selection, and other details to these bots. Here are a few ideas:

• Create itinerary-related and location-based website content to attract people using AI-powered travel assistants to find cultural experiences, local cuisine, and other highlights. 
• Feature oceanfront views and stunning poolside visuals to appeal to people using tools like Google Lens and Circle that turn vacation inspiration into search queries. 
• Use real-time pricing and room availability to provide AI tools with accurate information people need to book.
• Utilize Google Posts to share updates and promote events at your hotel.

Leveraging Google Posts for Hotels

In 2021, Google finally extended its Google Business Profile Posts functionality to hotel listings, allowing hotels to reach guests through a feed of important, timely information, such as renovations, events, or new amenities. Still, in 2024, Birdeye reported that 40% of businesses have never posted, leaving plenty of opportunities for your hotel to begin using this engagement method if you haven’t already. Our travel study revealed that people prioritize event-based travel, and posting hotel events and announcements helps drive interested travelers to your property.

Hotels can’t create posts that promote or link out to offers, discounts, or specials. Google says this “ensures that customers don’t get confused about where to navigate on the hotel placesheet to find organic and ad prices from partners.” In other words, a promotional post may provide an advantage for a hotel over traditional ad bidding services, like GHA. But that doesn’t mean your hands are tied. Our TravelBoom team has fresh ideas for using Google Posts to gain better traction with travelers and increase engagement in Google Hotel Search Results. 

Regulatory Updates to Hotel Search Results

Privacy concerns and regulatory changes affect hotel ad targeting and how and where properties are shown in Google Hotel Search Results. The debacle with third-party cookies in 2024 had hotels rethinking their marketing strategies, which was a good reminder on the importance of data collection.

In 2025, the biggest challenges are anticipated to come as a result of the European Union’s Digital Market Act (DMA), which is ongoing and very concerning for hotels. The Google Hotel Search Results reverted to older formats to try to adhere to these new regulatory standards. 

In Google’s latest DMA compliance update, the search engine revealed that hotels are reporting free direct booking links are down as much as 30% since the original changes. Any hotel with a European presence should stay aware of how search listing placement and functionality of Google Maps, Places sites, and even Property Promotion Ads may affect its bottom line. The DMA changes make it challenging for organic results but give paid ads good opportunities. It’s a smart move to discuss strategy changes with a PPC agency to reallocate your budget for European search results.

COVID Updates for Destinations

Back in early 2021, Google introduced advisories and COVID updates to travel search results. These updates typically appear underneath hotel packs and use sourced information about the destination you’re searching.

You can either click the source link for more information or select to receive updates. Post-vaccination, this can be a useful feature for anyone near the top of the purchasing funnel.

Updating the Health and Safety categories in your Google Business Profile can also help assure travelers of your property’s precautions.

How Hotels Can Make the Most Out of Google Hotel Search

The top results on Google Hotel Search shape travelers’ perceptions of which properties meet their needs for pricing, amenities, and location. Hotel marketers’ strategies must help their property earn the best possible spot in the SERPs, at the most cost-effective budget. Success requires attention to detail and careful management. These tips can help:

• Optimize your Google Business Profile. Ensure all information is accurate, engaging and regularly updated to enhance visibility.
• Encourage and manage reviews. Actively seek guest reviews and respond promptly to foster trust and improve rankings.
• Ask the experts. Work with your agency to push your traditional pay-per-click campaigns to their limit so you’re maximizing your ROI.
• Use Google Hotel Ads. Invest in targeted advertising to reach potential guests directly through Google’s platform, and remember to consider property promotion ads. 
• Stay informed of regulatory changes. If you aren’t sure how regulatory changes like DMA may affect your business, reach out to us to discuss strategies to help navigate these situations.
• Use available tools. Make the most out of AI for automated bidding, campaign setup and insights to streamline manual tasks, then count on your marketing agency for oversight and fine-tuning.

Ready to Increase Direct Bookings?

Boost your hotel to the top of Google’s Hotel Search Results! Schedule your free marketing evaluation with TravelBoom now and discover tailored strategies to increase direct bookings and minimize third-party dependencies.

About TravelBoom Hotel Marketing

TravelBoom specializes in developing and executing customized data-driven marketing solutions that drive direct bookings and growth for its clients. With over 25 years of experience in digital marketing for travel and hotels, TravelBoom leverages advanced data science and analytics to uncover insights and develop strategies that greatly enhance results for our clients and reduce reliance on third-party channels. TravelBoom is also host of the world’s #1 ranked Hotel Marketing Podcast and its quarterly Traveler Sentiment Study both of which can be found at www.travelboommarketing.com.