There is no doubt that Google set its eyes on the travel industry some time ago. Many travel products like Google’s 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 a cheap hotel for that long awaited city break in your favourite destination?
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:
This new change, plus the fact that the first of Google’s pages is packed with Paid Ads and OTA results, leaves individual hotels sitting outside of page 1.
Taking Google’s 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.
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.
More precisely, the singular keyword “cheap London Victoria hotels” shows this particular flux from middle of June and beyond, in action.
Why will Google’s changes affect your website’s traffic?