According to EyeforTravel’s latest free white paper – ‘Dirty Distribution Tactics and how Hotels are Fighting Back’ - Google’s Hotel Paid Ads product has changed the hotel distribution landscape.

There are many reasons, outlined in the whitepaper, that hotels are radically rethinking their distribution strategy. Maite Aguilar NH Hotels VP of Distribution, NH Hotels, says: ‘What we have seen in the last year is that there are more and more distribution channels popping up.”

On the hand that can give hotels more visibility, but it also makes it difficult to control how rates are being distributed, and in the past year, NH has seen competitive scores falling.

Related: Introducing hotel campaigns on Google Hotel Ads