OTAs have put in significant effort to bring hotels on board, dealing with all of the pesky payment and customer support issues that Google loves to eschew.

And with Google Hotels becoming more attractive to consumers, the company now transforms OTAs into suppliers, paying to provide the service, Google doesn't want to get involved with directly.

As a result, Google manifests its dominant position by providing a better hotel booking experience for the consumer, albeit at the cost of hotels themselves, who risk getting further commoditized.