The hotel niche has been one of the most competitive niches for some time now, with individual hotels and hotel chains competing against OTA and price comparison booking sites.

Google has since increased its own assets in the marketplace, with a number of changes to how it presents hotels within search over the past year: Google adds hotel bookings to search results, Google Local Search grades hotels based on location, and Google redesigned the hotel search experience on desktop. As well as new search features and special content result blocks, such as Google Hotels.