{"id":112747,"date":"2017-07-24T16:20:00","date_gmt":"2017-07-24T21:20:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/google-changing-way-book-hotel-rooms-impact-will-websites-traffic\/"},"modified":"2024-12-21T05:53:56","modified_gmt":"2024-12-21T10:53:56","slug":"google-changing-way-book-hotel-rooms-impact-will-websites-traffic","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/google-changing-way-book-hotel-rooms-impact-will-websites-traffic\/","title":{"rendered":"How Google is changing the way we book hotel rooms & the impact this will have on website traffic"},"content":{"rendered":"<p>There is no doubt that Google set its eyes on the travel industry some time ago. Many travel products like Google\u2019s Trips app, Google flights and the continuing integration with flight data, hotel data, Uber and many others, make sure that Google essentially plans your entire trip.<\/p>\n<p>But what about when we want to find a cheap hotel for that long awaited city break in your favourite destination?<\/p>\n<p>Last month Google rolled out price labels on hotel search results so that you can easily see the price of the hotels on the map of the area you are looking for. Here is an example:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-11104\" src=\"\/wpe-content\/uploads\/sites\/5\/2017\/07\/1-1.png\" alt=\"\" width=\"863\" height=\"884\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>This new change, plus the fact that the first of Google\u2019s pages is packed with Paid Ads and OTA results, leaves individual hotels sitting outside of page 1.<\/p>\n<p>Taking Google\u2019s latest change into consideration alongside a possible algorithmic change, we have seen a high degree of SERP volatility across reporting tools with a noticeable spike around the middle of June.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-11105\" src=\"\/wpe-content\/uploads\/sites\/5\/2017\/07\/2-1.png\" alt=\"\" width=\"863\" height=\"480\" \/><\/p>\n<p>This seems to correspond with many of the ranking fluctuations present across a variety of hotel brands where organic traffic and keywords have seen similar falls.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-11106\" src=\"\/wpe-content\/uploads\/sites\/5\/2017\/07\/3-1.png\" alt=\"\" width=\"863\" height=\"128\" \/><\/p>\n<p>More precisely, the singular keyword \u201ccheap London Victoria hotels\u201d shows this particular flux from middle of June and beyond, in action.<\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-newsletter-form class='custom-hubspot-form' id='hubspot_form_6a07495b55eea'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_6a07495b55eea');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.hubspot-status');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Form submitted successfully!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); 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For example, you might have seen a decrease in traffic but an increase in overall brand impressions.\u00a0 This may mean that the hotel\u2019s Google My Business listing has claimed some traffic.<\/li>\n<li><strong>Poor review scores<\/strong>The poor review scores reflected in the map results may also be impacting click through rates. If users see scores of 2.1 whilst competitors are showing higher scores, then naturally, users may be disinclined to click a result that is perceived to be inferior. If you don\u2019t have a high average rating from a large number of reviews it\u2019s likely travellers won\u2019t find you on Google products<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>There is no doubt that Google set its eyes on the travel industry some time ago. Many travel products like Google\u2019s Trips app, Google flights and the continuing integration with flight data, hotel data, Uber and many others, make sure that Google essentially plans your entire trip. But what about when we want to find [&hellip;]<\/p>\n","protected":false},"author":102,"featured_media":112749,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.78,"reading_level_needs_review":"0","footnotes":""},"categories":[2904],"tags":[],"class_list":["post-112747","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Google is changing the way we book hotel rooms &amp; the impact this will have on website traffic | DAC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/google-changing-way-book-hotel-rooms-impact-will-websites-traffic\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Google is changing the way we book hotel rooms &amp; the impact this will have on website traffic | DAC\" \/>\n<meta property=\"og:description\" content=\"There is no doubt that Google set its eyes on the travel industry some time ago. 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