Google has quietly been rolling out a new advertising product over the last several months, which allows suppliers and wholesalers to promote a discounted rate through Google Search / Hotel Ads, thus undermining BAR rates published on OTA and meta search sites. Through this new travel initiative, Google would afford suppliers and brands a method in which to make “Limited Offers” (via Suppliers / Wholesalers) and, more importantly, expects to roll out a new “captive demand” platform in partnership with the major brands which stands to integrate loyalty / reward information into a logged-in Hotel Finder travel search experience, likely leveling the Search playing field in travel like we have never seen before.

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