The Search Engine Journal just reported that 50.33% of searches on Google end up with no clickthroughs to websites because Google provides all the answers a user would need on the first results page itself. Google has become the "Librarian of the Universe" and has amassed more information than all libraries on planet Earth combined. Google has a singular objective: to provide answers - ultra-fast, relevant and straight to the point - to any question a human may have and, of course, make money in the process. With the advance of mobile and voice assistants, these answers happen more and more in the form of "Zero Click Searches" where the answer is provided right at the top of the SERP (Search Engine Results Page) and the user simply has no need to click and read further. With less than 5% of searches on Google resulting in clicks on paid search listings (Google Ads), does this mean the end of hotel paid search marketing?

Remy  Merckx
Remy Merckx
Senior Advisor - Head of Travel & Hospitality at eClerx Digital
Simone Puorto
Simone Puorto
Founder | CEO | Futurist
Frederic Gonzalo
Frederic Gonzalo
Travel & Hospitality expert. Digital Marketing & Strategy Speaker and Consultant
Peter O’Connor
Peter O’Connor
Professor of Strategy at University of South Australia Business School
Scott Dahl
Scott Dahl
Program Director, Master’s Degree in Hospitality Strategy and Digital Transformation at Les Roches Global Hospitality Education
Max Starkov
Max Starkov
Adjunct Professor NYU Tisch Center for Hospitality and Hospitality & Online Travel Tech Consultant
Martin Soler
Martin Soler
Partner at Soler & Associates
Daniel E. Craig
Daniel E. Craig
Founder, Reknown
Ross McAlpine
Ross McAlpine
Vice President, Client Services at Vizergy