Increasingly, all roads on Google lead to more Google products and toll booths. Search a destination on any device today and a Google Trips box now occupies the top of organic results. Click the link and you enter a shiny new universe that consolidates all things Google, including Maps, Flights and Hotels.

Whether it’s Google, Facebook, OTAs or metasearch, hoteliers have acquired an unhealthy dependence on performance marketing: paying intermediaries to generate clicks and bookings.