Google appears to have every intention of conquering a significant market share in the tourism sector. With the launch of Hotel Insights , it has already begun to invade the aforementioned tourism market, with this new digital tool serving and supporting hoteliers' activities. Google is relaunching tourism with digital.
Google he did it again. He has launched a new digital service, dedicated to owners of 
tourist accommodation facilities. This is a very simple initiative: the American giant also allows hotels to use its search engine to receive reservations from customers. In fact, they will be available link for hotel reservations, But that is not all. The big news is that there are no additional costs for hoteliers.
The news is certain, as it was announced by Google's Vice President of Travel, Richard Holden . The live announcement, which took place during a session on ITB Berlin Now , was also confirmed by a company press release from Google itself. Therefore, after the Italian launch of Hotel Insights , the American company will introduce free booking links to book hotels on google.com/travel.
The initiative has a twofold meaning: on the one hand, Google intends to promote an initiative to help restart the tourism sector, devastated by the health emergency, on the other, it clearly demonstrates its intention to become a tenacious competitor of OTAs.
Google relaunches tourism: links for hotel bookings are arriving
Accommodation facilities will have an alternative to Booking.com, Airbnb, Trivago, etc. This "new way", to reach and intercept potential new customers, will be totally free. Furthermore, advertisers will be able to extend the reach of campaigns already started within Hotel Ads.
We can therefore see a desire to promote disintermediation in the sector . This free booking link program can significantly improve hotels' performance in the direct channel, ensuring more visits and, consequently, more bookings. Finally, the ability to publish their offers free of charge represents an excellent opportunity for many independent hotels that have not yet exploited the potential of the web.
