How Changes at Google Are Impacting the Hospitality Industry – By Brett Thoreson, CEO & Co-Founder of CartStack & RezRecover – Hotel News Resource

Google has won the metasearch war, and hotels are looking to the online search powerhouse to drive more direct bookings

Jimmy Wales once said, “If it isn’t on Google, it doesn’t exist.” In many ways, Wales was correct – Google is, after all, often viewed as the ultimate gatekeeper of the internet. If we want to know the answer to a question, the lyrics from a song, the date of an event, the location of a business, the public rating of a restaurant, or the details of a travel destination, we Google it. The platform is as much a noun as a verb. Its utility is inherently baked into our personal and professional habits to the degree that very few technology companies can rival. It is the most viewed website in the world, a hub of consumer data and behavior, an advertising engine, and the digital entity most trusted for its ability to satiate our relentless appetite for information.

Any business leader in any industry understands that Google is synonymous with the internet, and the…

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