the future of google and what this means for hotel marketers - crafted at the national hotel...
TRANSCRIPT
![Page 1: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/1.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
Predicting the future of Google: Why it’s no longer a search company
and what this means for hotels
National Hotel Marketing Conference
w w w . c r a f t e d . c o . u k
![Page 2: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/2.jpg)
Ian MillerCEO
![Page 3: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/3.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
![Page 4: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/4.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
![Page 5: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/5.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
![Page 6: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/6.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
What does Google look like now?
![Page 7: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/7.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
Weather
![Page 8: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/8.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
Flights
![Page 9: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/9.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
Movies
![Page 10: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/10.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
Knowledge one box
![Page 11: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/11.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
Carousel
![Page 12: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/12.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
Comparison
![Page 13: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/13.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
Knowledge Graph answer
![Page 14: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/14.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
Knowledge Graph disambiguation
![Page 15: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/15.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
Sports
![Page 16: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/16.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
Video in search results
![Page 17: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/17.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
Transit planning
![Page 18: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/18.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
Google Hotel Finder
![Page 19: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/19.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
Started on brand terms
google.co.uk/search?q=the+savoy+hotel
![Page 20: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/20.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
Now integrated into search results
google.co.uk/search?q=london+hotels
![Page 21: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/21.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
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
![Page 22: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/22.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
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
![Page 23: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/23.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
Hotel Finder is more advanced
google.co.uk/hotelfinder/#search;l=London,+United+Kingdom
![Page 24: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/24.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
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
![Page 25: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/25.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
Not currently on google.com
google.com/search?q=london+hotel
![Page 26: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/26.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
Expect expansion into other searches
google.com/search?site=&source=hp&q=louisville+kentucky
![Page 27: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/27.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
Hotel Finder so farWhat 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
![Page 28: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/28.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
What could the future hold?
![Page 29: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/29.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
Warning!
![Page 30: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/30.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
![Page 31: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/31.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
Data
![Page 32: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/32.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
![Page 33: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/33.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
![Page 34: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/34.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
80.2% of websites use Google Analytics
![Page 35: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/35.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
![Page 36: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/36.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
![Page 37: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/37.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
![Page 38: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/38.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
![Page 39: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/39.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
![Page 40: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/40.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
![Page 41: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/41.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
![Page 42: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/42.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
![Page 43: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/43.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
![Page 44: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/44.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
![Page 45: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/45.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
![Page 46: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/46.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
![Page 47: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/47.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
![Page 48: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/48.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
![Page 49: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/49.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
What is Google trying to achieve?
![Page 50: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/50.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
![Page 51: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/51.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
Where can it go from here?
![Page 52: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/52.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
“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
![Page 53: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/53.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
Google Now
![Page 54: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/54.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
![Page 55: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/55.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
What does this mean for hoteliers?
![Page 56: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/56.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
![Page 57: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/57.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
![Page 58: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/58.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
![Page 59: The future of Google and what this means for hotel marketers - Crafted at the National Hotel Marketing Conference 2015](https://reader035.vdocument.in/reader035/viewer/2022062419/55a531951a28abac5f8b45bb/html5/thumbnails/59.jpg)
EXPERIENCE BETTER National Hotel Marketing Conference
Thank you
www.crafted.co.uk [email protected] @craftedmedia