Google Makes Another Big Move Toward Dominating Hotel Search
Interestingly, the only choice within the “more” filter is to view hotels that have been rated by Google-owned Zagat.
Here again — antitrust authorities are you listening? — Google squeezes others’ organic search results lower on the page and often out of sight with Google’s own hotel ads and the only choice under the “more” filter within the ad product is to view the search results from another Google-owned company, Zagat.
If users wanted to filter the hotel search results via TripAdvisor, for example, they wouldn’t be able to do it through the Google filter within the hotel ads that take up prime real estate on the search results pages. We should point out, though, that it is unclear whether TripAdvisor would want to be there at all.
Instead using Google’s separate Hotel Finder pages, Google’s 3-pack ads streamline the entire hotel search and navigation experience. It is a more convenient user experience if users want to remain within the Google framework, and edging out competitors means Google likely is taking market share among metasearch players.