By default Google list the hotels in descending order of their user rating, although they term this “Magic”. The user rating is based solely on reviews and ratings left on various Google properties such as Google places.
● Shape tool is useful but only beneficial if you know the area you are visiting.
● Filtering options are useful and easy to use.
● Prices are listed clearly.
● The hotel website link is included automatically and is free.
● Hotels can now compete directly with OTAs.
● A user cannot search by hotel name, specific address or landmark.
● Prices are currently displayed in US dollars only.
● English is the only available language.
● Only reviews from Google are listed.
● Some hotels are missing from the finder.
● Not all hotels can show their own prices yet.
● As of mid December, Google is placing its hotel finder as the first sponsored link in search results for hotels in the USA, causing considerable controversy in the PPC market.