World Panel
Viewpoint27 January 2020

Does Google’s “Zero Click Search” Mark the End of Hotel Paid Search Marketing?

Digital Marketing in Hospitality

— 9 experts shared their view

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This viewpoint was created by
Max Starkov, Adjunct Professor NYU Tisch Center for Hospitality and Hospitality & Online Travel Tech Consultant
Martin Soler
Partner at Soler & Associates

Nothing will mark the end of paid search marketing on Google, quite the contrary, they are doing everything to increase the ad-spend. It will change the way websites are indexed and I think it will affect hotel branding. However, changes like this are more about indexing the content in ways that all replies can be given through simple requests to Google Assistant. 

The question is do we need everyone to go through a website or is it enough that they see the hotel's information listed? It isn't going to help build the brand other than through the hotel's name (logos and artistic website layouts get punished). But someone who wants to know more about a particular brand and get a feel for the experience will most likely click. 

So to answer on zero-click search - I think impressions still count. 

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