The leviathan search engine has integrated direct hotel booking into its Search, Maps, and Plus platforms.
Today, Google launched its “Book on Google” initiative on desktop, an evolution of Google Wallet that allows people signed into their Google accounts to seamlessly book and buy hotel rooms.
The next time you’re searching for a place to stay, look for the “Book a room” option on a sponsored hotel page. Select your accommodations (the penthouse suite, or a standard double?) provide some basic contact info, and check out. If you’re already a Google Wallet user, you can simply select your credit card of choice and voila! The room is yours.
“It’s helped improved conversions for our partners,” Google told Travel + Leisure.
Consumers are less likely to abandon the booking process when there’s no site transfer. Meanwhile, hotels can pay a commission on confirmed bookings, though others will continue to pay for clicks.
Thanks to a partnership with Sabre, which distributes information on more than 20,000 hotels, as well as its existing ITA software, Google Flights, Google could be poised to take a very bit bite out of the travel industry. It’s hardly the first time that Google game techy-travelers something to cheer about.
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