In a recent Google partner event during ITB Berlin, Nicola Simionato, Google’s general manager for travel in EMEA & APAC, explained why Google introduced HPA. He quoted Google co-founder Larry Page: “The perfect search engine should understand exactly what you mean and give you back exactly what you need.” He then declared Google’s “Hotel Price Ads is NOT just another meta search experience!” It is all part of Google vision about future of search: “Answer, Converse, Anticipate.” Google will be “committed to create the best hotel search experience on Search and Maps, across desktop/tablet/mobile” and “on Google Mobile Maps App” in 2014, according to Tom Mulders, Google’s senior program manager for HPA. On the same time, hotel suppliers and their agencies are having a hard time keeping up with the speed and complexity required to manage, tracking and reporting on Google HPA campaigns. The good news is that help is available. Google promises to make it easy for small and independent hotels to participate and manage HPA programs with its own front-end, but there are several third party partners to help hotels to implement and manage their HPA campaigns. Get the full story Tnooz