Google has changed the way it shows Hotel results when people search for cheapest options on their website. The change comes for advertising reasons obviously, and it has pushed the cheapest options further down the list sometimes even requiring you to click “show more results” to see them.
Previously you would see the cheapest options in the first free results although results weren’t ordered by price. Now Skift reports that since at least Tuesday, Google has been more frequently “burying” the lowest hotel rates from smaller advertisers in its search results.
Google seems to have changed how its advertising auctions work. Smaller online travel agencies that have the best rates have to bid more now to get higher visibility and show up higher in results. This favors the bigger players who pay more for advertising but don’t offer the best prices for consumers.
Skift offers Adobe examples of what you would expect from a search now.