Since Google's purchase of ITA Software in 2010, the company has been moving quickly to create additional travel products including Google Hotel Finder and Google Hotel Price Ads (HPA). More recently, Hotel Price Ads is a product that has become integrated into additional Google products including Google Maps, Google+ Local, Google Search and not surprising Google Hotel Finder.
According to Google: "Hotel Price Ads is a feature that assists users who are researching travel by surfacing hotel rates and availability across Google properties”. Google co-founder Larry Page describes their search mission as "The perfect search engine should understand exactly what you mean and give you back exactly what you need.”
Google's general manager for travel in EMEA and APAC explained why "Google Hotel Price Ads is NOT just another meta search experience". It has to do with Google's vision for search: Answer, Converse, Anticipate".
Google seems to have it's aim on creating the best hotel search experience on the Web, on desktops, mobile devices and within their own Google Maps App. The company is expected to gradual shift more traffic to HPA, possibly at the expense of AdWords and organic search results. As Google states, two thirds of travel searches originate from Google. Hotel marketers should not be ignore this impeding shift.
Good News For Independent Hotels
Google promises to make HPA simple and easy for small and independent operators to get online and manage their HPA account via Google's own front end. There are also tools for automating processes and apply logic but those tools will have their own learn curves associated with them.
Learn more about the tools, pros- cons- and options available plus more in depth review of how the HPA pricing and bidding mechanism works on Tnooz.