Google Maps Hotels: Direct Website Access Now Requires More Clicks

Google has implemented a notable change in the user interface for its Google Maps hotel results, directly impacting how users access hotel websites. Previously, a prominent “Visit Website” button was available on the initial screen of a hotel listing. However, this direct link has now been removed. Users searching for hotels on Google Maps are now required to take an additional step: they must first click on the “Check availability” button before the option to visit the hotel’s official website becomes visible. This alteration introduces an extra click into the user journey for those intending to browse or book directly on a hotel’s site.

This strategic shift by Google carries several potential implications, particularly regarding benefits for the search giant itself. By placing an intermediary step before direct website access, Google effectively keeps users within its ecosystem for a longer duration. This extended engagement within Google Maps or its associated booking interfaces could enable Google to steer users towards its own booking solutions, partner Online Travel Agencies (OTAs), or display more advertisements, thereby potentially increasing its revenue streams through commissions or ad placements. It centralizes the initial booking exploration phase within Google’s controlled environment, potentially enhancing its data collection and user behavior insights.

Conversely, this change presents potential risks and drawbacks for both users and the hotel industry. For users, the added click introduces friction and a less streamlined path to a hotel’s direct online presence, which could lead to frustration for those who prefer to research extensively or book directly on a hotel’s dedicated website. Hotels, in particular, face a significant challenge. Direct website traffic is often highly valued by hotels as it allows them to avoid commission fees typically charged by OTAs or even Google’s own booking platform. The removal of the immediate “Visit Website” button on the first screen could substantially reduce the flow of potential customers directly to hotel sites, compelling them to rely more heavily on Google’s own booking tools or paid advertising to secure visibility and bookings, thereby impacting their profit margins and direct customer relationships. This adjustment underscores Google’s ongoing efforts to refine the travel search experience, albeit with consequences for various stakeholders in the hospitality sector.

(Source: https://www.seroundtable.com/google-maps-hotel-results-removes-website-button-40411.html)