Priorities in Google for hoteliers now includes enhancing hotel pages with review filters, search and sorting options as well as reviews from other sources. The company is also very proactive about soliciting reviews from users. As a result, Google review volume has spiked for hotels around the world.

Google reviews are part of the overall Maps ecosystem and achieve a tremendous amount of user engagement, according to Google. Google Maps is constantly improving, with more than 25 million updates made each day throughout the world.