Google testing vacation rentals callout on Hotel Ads
This update should push users deeper into the funnel, which will possibly result in a minor uptick in mobile conversion rates.
Google rolled out new tests for its Hotel Ads user interface, including a new “Neighborhood” section, an update to the deal callout, and a callout that encourages users to look into vacation rentals.
Certain users are being shown an option to search for vacation rentals above all the conventional hotel lodgings. While this test seems to be small (only one of our analysts was able to get this experience), it nevertheless indicates a potential change in how vacation rentals may play in the travel industry, and more specifically metasearch.
This callout is only accessible if a user selects the “view more hotels” button on the main Google search results page. When a user clicks on the vacation rentals callout, a filter is applied to the search results so that only vacation rental listings appear on the page.
Google has rolled out a neighborhood section (sometimes labeled “In This Area”) on each individual hotel’s meta listing. This appears to be curated per hotel, and it gives an overview of nearby points of interest and their distance from the hotel.
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