Considering the OTAs tend to dominate organic results, it’s clear how Google is impacting their traffic with their entrance into the booking world. But after all the time and money hotels spend on being visible in organic results, it seems that Google’s moves are making their own results pages obsolete for travel.

How this will translate for your website is a reduction in organic traffic year over year, especially for non-branded searches, even as search trends for hotels in your city remain steady or grow.