Google is moving into the hotel booking business by providing an end-to-end booking workflow directly through Google services like search and maps, bypassing major online travel agencies (OTAs) like Expedia and Priceline. This risky move could cost Google billions in lost ad revenue from those OTAs. While Google's hotel finder and local recommendations are improving discovery, the workflow is still missing direct booking capabilities and a global payment solution to complete reservations entirely through Google.