The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015

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Predicting the future of Google: Why it’s no longer a search company

and what this means for hotels

National Hotel Marketing Conference

w w w . c r a f t e d . c o . u k

Ian MillerCEO

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What does Google look like now?

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Weather

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Flights

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Movies

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Knowledge one box

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Carousel

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Comparison

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Knowledge Graph answer

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Knowledge Graph disambiguation

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Sports

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Video in search results

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Transit planning

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Google Hotel Finder

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Started on brand terms

google.co.uk/search?q=the+savoy+hotel

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Now integrated into search results

google.co.uk/search?q=london+hotels

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Paid interstitial page

google.co.uk/search?q=london+hotels&npsic=0&rflfq=1&tbm=lcl&sa=X&ei=eWAQVc6CKLPQ7AbRmYGIAg&ved=0CGcQvDE&biw=2400&bih=1060

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Maps are now two clicks away

google.co.uk/maps/search/london+hotels/@51.5215145,-0.0823865,13z/data=!3m1!4b1?sa=X&ei=42AQVYWwHcjWar3LgsgJ&ved=0CKcBEIhJ

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Hotel Finder is more advanced

google.co.uk/hotelfinder/#search;l=London,+United+Kingdom

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Hotel profile

google.co.uk/hotelfinder/#search;l=Paris,+France;d=2015-04-20;n=10;usd=1;mf=r;ar=;rmt=d;rtt=900;h=11260150258349554835;ph=0;si=e44fb6dc;av=r

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Not currently on google.com

google.com/search?q=london+hotel

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Expect expansion into other searches

google.com/search?site=&source=hp&q=louisville+kentucky

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Hotel Finder so farWhat we know• Now showing for most large location “hotel” terms in UK

• Removal of maps listings from main search engine results pages (SERPs)

• Mobile-first experience

• Driven by real time availability through GDS/OTA channels

• Still requires Google+ Local listing

• Auction model, with quality score influence

• Hotel Finder is currently a richer experience to the in-SERP experience

What we predict• Increasing integrations

• Changes on google.co.uk to potentially roll out worldwide

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What could the future hold?

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Warning!

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Data

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80.2% of websites use Google Analytics

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What is Google trying to achieve?

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Where can it go from here?

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“My vision when we started Google

15 years ago was that eventually you

wouldn’t have a search query at all.

You’d just have information come

to you as you need it.”

― Sergei Brin, Google

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Google Now

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What does this mean for hoteliers?

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Thank you

www.crafted.co.uk [email protected] @craftedmedia