If there’s one thing that’s clear as a result of the update, it’s that Google wants to be the place where people decide what hotel they want to go to and how much they’re going to pay for it. The search platform aggregates a huge amount of content from both organic and paid sources: photos, reviews, business listings, prices, room descriptions, map data, and more.

It’s a clear play to own the territory previously presided over by the major OTAs, suggests Triptease’s Chief Product Officer Alasdair Snow.

“Google’s changes bring their search experience much closer to the core historic utility of an OTA: the ability to compare and contrast hotels and use tools like maps and reviews to refine a hotel search down to a shortlist of possible options,” says Alasdair.