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
Frederic Gonzalo
Travel & Hospitality expert. Digital Marketing & Strategy Speaker and Consultant

That's an excellent question and indeed, I would tend to think hotel paid search marketing is poised for deep change, but that doesn't mean imminent death. Marketing dollars will shift towards more organic efforts or different paid initiatives. Geo-targeted ads for mobile search should continue to prevail, just like we can expect a shift of efforts towards voice search results, where position zero becomes the Holy Grail on Amazon Alexa or Google Home devices.

And for savvy marketers banking on visual search, there is still room for improvement with Google Shopping ads, Hotels ads and other similar initiatives seeking to get direct online bookings and getting properties and packages out in front of potential travelers.

Last but not least, Google "Zero Click Search" also means back to basics for many hotel marketers with regards to white-hat SEO practices: mobile optimization, site speed, image descriptions, titles, and meta-descriptions, etc. This is too often overlooked as some folks tend to simply spend on ad campaigns without a proper, functional site to begin with...

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