This week's news that Google will be eliminating fees for hotel booking links is the latest in a long line of moves by the search giant to develop its presence in travel search.
This latest change is a major one, with Google adding an organic list to hotel search results that enables properties, online travel agencies and other booking sites to get visibility for free.
Up to four paid-for links will remain ahead of the organic list of prices for a hotel.
The ramifications of the decision to make this change are significant, with properties and intermediaries needing to think about how to get decent placement in the organic list, for example.
And will the paid-for listings just be dominated by brands associated with Booking Holdings and Expedia Group - i.e. those that have the marketing muscle to keep spending for visibility.
We spoke to hotel consultancy and digital marketing specialist Mirai's CEO, Pablo Delgado, to understand what the development means for all players in the hotel marketing ecosystem, including Google's rivals and frenemies in the metaseach and OTA sector.
Detailed analysis is also available here on the Mirai blog.
Google eliminates fees for hotel booking links - ANALYSIS