Google Adwords vs. Promoted Hotels (Google Hotel Finder Ads) (Part V)

Google is really edging out hotel direct bookings these days between Adwords and Promoted Hotels, which is really just Google Hotel Finder ads. It looks like this on a SERP:

google adwords vs promoted

Adwords in the shaded area, Promoted Hotels in the “Sponsored” listing area just below. OTAs and hotels go to head to head bidding on this space. Click on one of these Promoted Hotels, and you’re driven into Google Hotel Finder. Not surprisingly, OTAs mostly come out ahead in the bidding. But what does it mean win the bid in Promoted Hotels? Simply that when the user clicks into Google Hotel Finder, whoever paid the most gets highlighted.

In the example below, paid for the term to have the honor of the little red booking box. And how can the hotel get a booking directly (unless of course it outbids the OTAs)? Good luck… access to the hotel site is buried deep in that “More” button after a string of OTAs.


I’m no paid search expert, but it seems to me Google has upped the ante with Google Hotel Finder and in the process given itself—and the OTAs—a big advantage. Even if you’re not paying for placement, it pays to manage everything you can around this—your Google+ Local listings, images, details and amenities, and, of course, your reputation.




Tony Ciccarone

Tony Ciccarone is a web developer who is experienced in making high-quality professional websites, writing clean & reusable code, and creating data-driven web applications.

Recommended Reads

How Google Hotel Reviews Impact Your Hotel

Tony Ciccarone // August 1, 2021

Google has been one of the top hotel review sources over the past several years, along with Therefore, there is always a lot of buzz about hotel reviews on Google and what really drives…

Establishing User Research as an Integral Part of Our Product Development

Tony Ciccarone // March 22, 2021

This case study describes our challenges and learnings after defining a process and a set of tools in order to enable TrustYou to adopt user research practices. Shaping and improving this process was a project…

The Rise of On-Site Reviews During the Pandemic - What the Data Shows

Catalina Brinza // March 25, 2021

Until recently, requesting and leaving a review was always done after the guest checks out of the hotel. The guest journey was made of clear and defined stages that ended once the guest left the…

Start Winning. Request a Demo Today!