Google is venturing into the travel industry with a new beta-trial stage feature ‘Google Hotel Finder’ that will allow users to book a hotel room without having to leave the search page.
Google is aggregating room rates from sites like Hotwire.com, Booking.com and Hotels.com, along with the prices published on the hotel site itself.
Users have to enter the city, address or hotel and select the dates, and the search will automatically redirect to another page where users will find a list of hotels with prices to compare.
Cosumers will also be given a drop down option under ‘Book’ to compare the prices under different websites. Once chosen, they will be redirected to the hotel site or booking site to complete the booking procedure.
The new service is reportedly being launched by Google in partnership with travel technology company Sabre. It is expected to make the booking process easy as users need not leave the website and navigate different web pages for booking.
Reports suggest that the concept introduced by the search giant is similar to the ones introduced by hotel aggregator sites such as Trivago and TripAdvisor that also pulls rates from different booking sites.
Search Engine Land termed the move made by Google as controversial because it will turn the site into an online travel agency rather than a platform for hospitality companies.
It is not known how Google will drive revenue out of the new service, but it is being speculated that it will take a percentage of the transaction or charges the click as a lead.