Search Engines vs. Comparison Websites in the Hotel Industry

Search engines like Google fail on two fronts:

  1. It is users who fail because they struggle to deliver high quality search results to people who want to buy goods and services.
  2. It is companies that fail because the pay-per-click advertising model is outdated; As a result, a large portion of a company’s advertising budget is wasted.

A new generation of comparison sites is emerging that gives users a level of sophisticated search for goods and services. They also use the advertising model with payment per. Sales that improve business efficiency.

I will use the hotel industry to prove these claims.


Google searches can be classified into two types; information searches and searches related to the LBN Hotels.

Information searches

Information searches usually do not end with a sale. They will have very few or no sponsored links in the search results. The results obtained are of good quality and the user usually finds what he is looking for in the first visited websites. This aspect of Google does not change. Google will always be great for information searches.

Business related searches

Business related searches are the ones that usually end with a sale. They will have a large number of sponsored links in the results. The user may be overwhelmed by the number of relevant pages returned and spend a lot of time looking at each site to see which one has the cheapest prices. The results can be distorted by unscrupulous webmasters who have used underground tricks to manipulate their page at the top of the list.

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There are two ways that a commercial website owner can include their web pages in the Google search results. The first is to bid on “keywords” in Google AdWords and appear as a “sponsored link.” The second is to perform search engine optimization (SEO) on the website and hope that this will improve its position in the overall search results.


AdWords uses the pay-per-click advertising model Click. AdWords can be an expensive way to market a site. Many companies offer the same “keywords”, which will increase the price. The company that offers the highest price is displayed as the top sponsored link. The second highest bidder is displayed as the second sponsored link, etc.

Pay per The click model is far from perfect. There is “click fraud” where automated web page software generates fake clicks to generate large advertising bills. Just because a user clicks on it does not mean they are making a purchase. Very often, the click-through rate can be as low as 2-5%.


SEO can also be expensive. It takes time and requires specialized knowledge that is not cheap when hiring. When SEO is fully performed, it requires that every word and every link on a page is analyzed and placed correctly. A large part of SEO is also in the effort to acquire inbound links; links from other sites to yours. Getting high quality links from high quality sites takes a lot of time if done correctly.

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If we take the hotel reservation industry as an example, we can show Google’s inefficiency. If you want to book a hotel in Paris, you can type “Hotels in Paris” on Google to see which sites are available. Users now know that they have a wide range of pages when booking hotels, and prices can vary widely between hotel booking companies.

The sponsored links displayed with this search seem to offer the user a good selection of reputable hotel booking companies. What the user probably does not know or do not care is that the price for the booking company by simply clicking on one of these sponsored links is up to £ 3.00 per person. Click. Considering that a business can take 20-50 clicks to get a single sale, this is a significant cost to the business. These costs must be recovered by charging a significantly higher price. When booking a hotel via a sponsored link, the user pays more than necessary for the hotel room.

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