After a month of testing, Google seems to have rolled out a new location tab and location scores for hotel local listings.
As a disclaimer under the location score states, “scores are calculated based on data from Google Maps and evaluate the hotel’s proximity to nearby things to do, transportation, and airports.
Interestingly, but perhaps not surprisingly, the 3 criteria (proximity to nearby things to do, transportation, and airports) are not weighted equally in the overall score, and so, the score is not just the simple average of the 3. After looking at a few hotels’ location scores, it seems to me that proximity to main attractions has the highest weight in the overall score. Here is an example that I think demonstrates that:
The rollout is not surprising, as Google seems to be trying the become the dominant force in the hospitality space for research and bookings and the location is one of the most important criteria travelers consider in hotels. Google is still testing hotel price insights, and I would not be surprised to see this feature to roll out soon as well.
Update: There seems to be some confusion with regard to triggering the score and the tab. They are not displayed for searches that trigger knowledge panels (i.e. branded searches). To see them, you will need to conduct a generic search (i.e. “hotels”), and click on a listing in mobile local pack / local finder.