Hospitality on Hold: Google’s Policies and the Puzzling Impact on Hotels

Hospitality on Hold: Google’s Policies and the Puzzling Impact on Hotels

In the realm of hospitality, where first impressions and reputations are paramount, a recent policy change by Google has stirred considerable debate and concern. As the Founder & CEO of HotelPORT? , I have observed firsthand the challenges and implications of Google's decision to restrict hotels from editing or correcting inaccuracies in their editorial descriptions. This policy, coupled with a cumbersome verification process for hospitality businesses and questionable practices in Google's Metasearch results, signifies a turning point that demands attention and action.

A Call for Accuracy and Fair Representation

At its core, the hospitality industry thrives on trust and reliability. Guests depend on accurate information to make informed decisions about their accommodations. Google's refusal to allow corrections to editorial descriptions not only undermines this trust but also jeopardizes the operational success of hotels. As an industry, we must question the wisdom of a policy that places control over factual accuracy in the hands of a few, potentially at the expense of many. The inability to correct or update essential information can lead to misunderstandings, misrepresentations, and ultimately, a loss of business for hotels.

The Verification Quagmire

Google's verification process, intended to protect businesses and ensure that only authorized individuals can make changes, has become a source of frustration for many hotel operators. The process is often described as overly complicated and slow, causing delays in updating critical business information. In an industry where change is constant, the ability to swiftly update operational details is not just a convenience; it's a necessity. The current state of Google's verification process does not align with the fast-paced realities of the hospitality sector.

The Metasearch Dilemma

Furthermore, Google's Metasearch functionality, which should serve as a level playing field for hotels and booking sites, has increasingly become a battleground where rate parity is often violated. By elevating travel sites that do not adhere to rate rules, Google inadvertently contributes to a distorted marketplace. This practice not only undermines hotels' pricing strategies but also deceives consumers, damaging the relationship between hotels and their guests. It is imperative for Google to address these concerns and ensure that its platform promotes fair competition and transparency.

Towards a Collaborative Future

As we navigate these challenges, it is crucial for Google to engage in meaningful dialogue with the hospitality industry. Policies need to be revisited and processes streamlined to reflect the needs and realities of hotels. Allowing hotels to submit corrections to editorial descriptions, simplifying the verification process, and giving hoteliers tools to help enforce rate parity compliance are steps in the right direction. Such measures would not only benefit hotels but also enhance the overall consumer experience by ensuring access to accurate and reliable information.

In conclusion, I advocate for a partnership approach where Google and the hospitality industry work collaboratively to overcome these obstacles. The ultimate goal should be to foster an ecosystem that is fair, transparent, and beneficial for all stakeholders involved. It is time for Google to reconsider its policies and practices to better support the hospitality industry in its mission to provide exceptional service and experiences to guests worldwide. The path forward should be one of cooperation and mutual respect, ensuring that the digital landscape serves the interests of both businesses and consumers alike.

James Zito

Chief Commercial | Sales Marketing & Revenue Leader

7 个月

They also dont allow you to remove reviews or contact someone when its not your business, there is an auto option, but its purely the discretion of whoever is on the other end, and usually result is no response (working on that now). Additionally if you rebrand and rename a hotel, it changes back and forth between old and new name or previous hotel description for months. Also had a hotel with a name that we had at a previous location and kept changing to the old address for months....which of course then impacted ride share. My list goes on and on...

Brandon Smithwick

Digital Marketing Strategist, Certified SEO Copywriter, Social Media Certified, Consultant, Mentor, Educator

7 个月

I wonder where the logic is in this decision? The folks that will deal with customers stating “well Google says this…” and will fight you on it. On the other hand, is Google looking at the number of hotels who may not even touch their listings, is that greater than the quantity that do? Either way, the industry needs to push back on this against Google.

Dean Schmit, CHDM

Founder at Base Camp Meta and MetaSeachMarketing.com, Advisory Board Member at Epic Revenue Consultants and BWG Strategy, Voiceover Artist, and Trampoline Park Enthusiast.

7 个月

I think I vote in the “bit of both” column

John Balkhi

Franchise Expert/Serial Entrepreneur - I help individuals & investment groups identify opportunities in franchising

7 个月

This change from Google is indeed concerning. Accuracy in hotel details is crucial for both hoteliers and guests. Hopefully, there will be a resolution or improvement soon. Thanks for sharing this insight!

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