Excerpt from koddi
When users search on Google for hotels at a destination, they are typically greeted with a result page that has a mixture of paid search results, organic search links, and the local three-pack that includes three hotels for the destination that they searched for. This local three-pack is the entry point for a large percentage of the volume that is driven through Google Hotels Ads.
The local three-pack has existed with minimal updates for years. But now, that user experience and interface appears to be under a test from Google – with a handful of Koddi’s premier analysts participating to deliver only the best, fastest new insights for our clients.
While the search engine result page (SERP) has not changed in a meaningful way, the next click out is bringing some users to a new UI that has clearly different priorities than the historic set up.
This new entry point paves the way for higher intent users, greater selectivity among users, higher click-through rates and conversion rates, improved CPC, and more overall PPA traffic. Now is the time for savvy hotel marketers to optimize their strategies to make the most of these new opportunities.
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