Google is testing a new feature in hotels’ listings – Price Insights.
In this test a box appears in hotel’s knowledge panel that informs users of how prices at the hotel compare against similar hotels in the area followed by “Explore Insights” CTA. I’ve seen a number of different messeges in box button – “The hotel costs more than similar hotels nearby”; “The hotel is 20% less than usual”; “Prices comparable at similar hotel nearby”.
The Explore Insight CTA takes users to a page with various graphs and a carousel with similar hotels to compare prices.
The first graph – Market comparison, allows users to compare prices of different hotels.
The “When to book” graph shows price fluctuation over a month period at selected hotel.
The “Price evaluation” graph shows how the price for the selected date range compares against the usual prices at the chosen hotel.
This test is extremely interesting in that it adds a larger research component to hotels’ business listings. Google has done a lot over the years to keep users within its properties for their research, consideration, and purchase stages and this test is just another step in that direction.
Google always runs a lot of tests, especially in the hospitality space. Just yesterday I posted about Location tab & location score test in hotels’ knowledge panels which also fits the narrative of Google trying to become a one-stop shop for hotel bookings.