Cornell Report: Evaluating Free Vs. Paid Visibility on Google Hotel Finder
International news
The analysis identifies when Google Hotel Finder’s free organic listing is sufficient and when paid placement delivers incremental value.
Paid visibility can increase overall demand, shift a greater share of bookings to direct channels, and lift revenue when availability is high and baseline impressions are limited.
However, when a property already has strong exposure or constrained inventory, sponsored placements generate minimal additional impact.
The findings provide a practical, evidence-based framework for determining when paid participation on Google Hotel Finder is likely to be effective—and when it can be scaled back.
Download the Free vs. Paid Listings report.
Cornell Center For Hospitality Research