Free vs. paid listings in Google Hotel Finder
How hotels can decide when paying for visibility improves demand, bookings, and revenue
The Cornell Center for Hospitality Research report examines the relative value of free organic listings versus paid sponsored listings on Google Hotel Finder for hotels’ digital marketing strategies. It finds that paid visibility can significantly increase total demand, help shift bookings toward a hotel’s direct channels, and enhance revenue under certain conditions. At the same time, free listings remain valuable when baseline visibility is already high or inventory is constrained. The research provides a practical framework for hoteliers to evaluate when paid participation is likely to deliver incremental benefits and when it may offer limited additional impact.
Key takeaways
- Paid visibility increases demand: Sponsored placements on Google Hotel Finder can meaningfully raise total demand for a hotel’s rooms beyond what free listings alone achieve.
- Direct channel benefits: Paid visibility tends to shift a greater share of bookings into a hotel’s direct channels, improving revenue capture and reducing reliance on intermediaries.
- Revenue impact depends on conditions: The revenue uplift from paid listings is strongest when a hotel has sufficient availability and limited baseline exposure.
- Diminishing returns with strong exposure: When a property already enjoys high organic visibility or faces inventory constraints, paid placements deliver limited incremental value.
- Decision framework for hoteliers: The study offers a structured, evidence-based approach to deciding when investment in paid visibility is justified.
- Strategic marketing alignment: Decisions about free versus paid listings should be integrated into a hotel’s broader digital marketing and distribution strategy to maximize overall performance.
Download the full story at The Cornell Center for Hospitality Research
Enjoying this analysis? Hospitality.today delivers daily insights on hotel distribution, AI trends, and travel commerce — straight to your inbox. Subscribe for free at Hospitality.today →