A few months after the US fully rolled out the project, users in the UK can now search for hotel prices and availability on Google Maps.
In simple terms the change allows users to search for specific dates within Google Maps and discover price and availability against hotel properties.
The beta began in March this year with a small percentage of users across the US and featured a small and limited number of advertisers.
In the summer a Google official still said the project was an experiment and was unsure if it would be rolled out across international markets.
Clearly this is now a wider initiative.
A Google UK official says the "test ties in with multiple search functionality" highlighted earlier this year on a blog post from the Maps and Earth development team, namely about improving the user experience and features on its map product.
No further details were given about the launch in the UK. Early advertisers using the tool in the UK include the usual suspects Expedia, Hotels.com and Booking.com.
Described by some as a "curveball" for the industry, its impact could be felt far and wide.
At the time of the beta launch in March this year, Google said the idea behind it is to make trip planning more "speedy and efficient".
“Efficiency” is the key word here. Faced with very visible options to choose to book direct with the hotel or through an online travel agency, for example, what will have to be the price difference by the OTA to ensure it captures that booking?
Some might suggest OTAs will have to provide quite a compelling reason to add another layer in the minds of the consumer so that they book with them – and will it be solely price-led or is loyalty enough?
Alternatively this move could actually benefit those that have clever bid management software in place to create that level of efficiency and complexity within their own pricing and yield systems.
Or, as some also argue, hotel metasearch will be hit. Yes, the rates and availability are provided by advertisers rather than a wider collection of feeds from multiple suppliers, but do consumers 1) care when they can get a price from within the maps or 2) want to head off to yet another search site?