Booking has learned, over the years, that they’re wrong about nine out of ten times, that if you have a hypothesis, and the hypothesis seems very reasonable, and you go out and test it, and then something really surprising happens. The default is really that you’re much more likely to be wrong than to be right.

There is also some background going on here as well, that is Google is getting into the travel business. These are potential competitive forces that are at play here. It’s more than just finding out what users would like to see, or how they react to certain pages, it’s also maybe to find out what their response to a Google-like experience would look like. Perhaps even offering different kinds of services than just the regular accommodations that they always have on their website.