Ian Miller, CEO, at Crafted, shares his thoughts on what could be in store for Google and what this might mean for hotels, hoteliers and hotel marketers. Presentation from Hotel Marketing Conference 2015.

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Predicting the future of Google:
Why it’s no longer a search company
and what this means for hotels
National Hotel Marketing Conference
www.crafted.co.uk

2. Ian Miller
CEO

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What does Google look like now?

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Weather

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Flights

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Movies

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Knowledge
one box

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Carousel

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Comparison

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Knowledge
Graph answer

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Knowledge Graph
disambiguation

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Sports

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Video in
search results

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Transit
planning

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Google Hotel Finder

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Started on
brand terms
google.co.uk/search?q=the+savoy+hotel

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Now integrated
into search results
google.co.uk/search?q=london+hotels

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Paid interstitial page
google.co.uk/search?q=london+hotels&npsic=0&rflfq=1&tbm=lcl&sa=X&ei=eWAQVc6CKLPQ7AbRmYGIAg&ved=0CGcQvDE&biw=2400&bih=1060

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Maps are now two clicks away
google.co.uk/maps/search/london+hotels/@51.5215145,-0.0823865,13z/data=!3m1!4b1?sa=X&ei=42AQVYWwHcjWar3LgsgJ&ved=0CKcBEIhJ

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Hotel Finder is more advanced
google.co.uk/hotelfinder/#search;l=London,+United+Kingdom

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Hotel profile
google.co.uk/hotelfinder/#search;l=Paris,+France;d=2015-04-20;n=10;usd=1;mf=r;ar=;rmt=d;rtt=900;h=11260150258349554835;ph=0;si=e44fb6dc;av=r

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Not currently on google.com
google.com/search?q=london+hotel

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Expect expansion
into other searches
google.com/search?site=&source=hp&q=louisville+kentucky

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Hotel Finder so far
What we know
• Now showing for most large location “hotel” terms in UK
• Removal of maps listings from main search engine results pages (SERPs)
• Mobile-first experience
• Driven by real time availability through GDS/OTA channels
• Still requires Google+ Local listing
• Auction model, with quality score influence
• Hotel Finder is currently a richer experience to the in-SERP experience
What we predict
• Increasing integrations
• Changes on google.co.uk to potentially roll out worldwide

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What could the future hold?

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Warning!

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Data

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80.2% of websites
use Google Analytics

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What is Google trying to achieve?

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Where can it go from here?

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“My vision when we started Google
15 years ago was that eventually you
wouldn’t have a search query at all.
You’d just have information come
to you as you need it.”
― Sergei Brin, Google

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Google Now

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What does this mean
for hoteliers?

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Thank you
www.crafted.co.uk hello@crafted.co.uk
@craftedmedia