Google Hotels is starting to lose its grip on the online hotel search market. The platform is showing signs of fading relevance, though it hasn’t disappeared from the scene yet.
As Google’s influence slips, competitors are stepping in. Expedia, Tripadvisor, Trivago, and Super.com are picking up the slack. These platforms are attracting more users looking for better deals and wider options than Google currently offers.
Travelers are changing how they search and book hotels. Instead of using Google’s metasearch tools, more people are going straight to online travel agencies (OTAs) and price comparison sites. These platforms often provide deeper inventory and more aggressive pricing.
Expedia and Tripadvisor in particular are seeing stronger conversion rates, according to the report. Trivago continues to hold a solid position in the market, while Super.com is emerging as a serious new player.
This shift is also affecting hotels directly. With Google losing some ground, hoteliers may lean more on OTAs or push harder for direct bookings. That could lead to changes in how hotels approach their distribution strategies, especially when considering what value Google brings for its commission costs.
In short, Google Hotels appears to be slipping, and its rivals are taking advantage. Expedia and Tripadvisor are leading the way, while new players like Super.com are finding room to grow.
The competitive landscape in travel booking is clearly heating up—and consumers are driving that change.