I don't know how many can replicate this but I searched for 'las vegas hotels' this morning and found Google placing what they call a "comparison ad" at the top of paid search listing, directing people to their recently launched Google hotel finder. You can even do a from price search in the ad.
This is an extremely aggressive move by Google. They will eat up the clicks share for these valuable keywords, drive more traffic to Hotel Finder and ultimately command higher rates that OTA's will have to pay to play. If this strategy works, Kayak is in big trouble. I see the exact same thing happening for Flight searches.
What will be the bottom line impact on airline ticket prices? Kayak was trying to this and Google beat them at it. Happens to a lot of people. It's not certain that G will command higher prices that OTA did or would have.
It's not any more evil than the Packers were evil in kicking the Raider's tail yesterday.
Yes, for travel it is. It's been tested in the financial services before but this is brand new. Sure you're not referring to hotel price ads in the Places listings? This is placing a 'comparison ad' at the top of the ad space, directing traffic to hotel finder.