On one hand, it acts as a gatekeeper and shopping environment for consumers around the world as they research and plan future trips. On the other, it sells ads to travel companies while encouraging them to pay up to receive preferred placement on its booking tools. Google will soon add potential trips to its travel booking interface, starting in the U.S., retaining the research users have done in the past and bringing to them the next time they open Google’s travel booking sites. There is more complexity in Google’s advertising suites on the horizon. Google’s hotel ad program will now look more like its AdWords product for search marketing. The hope is that the stronger tools and analytics will better empower hotels to make smarter decisions about the types of customers they are spending on to boost conversion. Get the full story at Skift