This week, Wells Fargo analysts called online travel a “mature” digital business and noted that Priceline and Expedia could combine to represent half of all online hotel bookings by the end of 2019. But they detailed ways the Alphabet-owned search giant’s efforts to match travelers with lodgings are succeeding, including: - Google’s hotel search, the analysts wrote, is producing better-qualified consumers with booking options—that is, getting consumers to offer information that gives advertisers useful data against which to offer prices and, ideally, reserve rooms. That, they wrote, is good news for hotel brands: “Given the more qualified nature of the lead, where the consumer has shown much greater intent on their location and dates of stay, the brand direct channel is better-positioned to bid more competitively for that customer.” Get the full story at Barron's