“The Google Hotel Ads product mimics a native experience allowing users to comb through reviews, pictures and maps before directly booking through a Google advertiser,” said Grant Torres, research associate at L2. “In effect, users are incentivized to stay on the original search landing page, to gather information about properties, compare pricing and purchase a night in a specific region. “The regional search product leads a consumer from start to finish down the purchase funnel, making it a highly effective tool for luxury hotels,” he said. TripAdvisor’s dominance by both measures makes it an obvious choice for a partnership. Its emergence as the go-to destination for researching and its more recent partnerships with Priceline-owned Booking.com and various hotel chains, including Marriott, are positioning it to dominate another section of the purchase journey. Get the full story at Luxury Daily Read also "How TripAdvisor is changing hotel strategies" and "Tripadvisor chief Stephen Kaufer sees no threat from direct hotel booking" at The Irish Times