Google is testing a new desktop metasearch user experience. The new layout:

• Shifts content to the top of the search page instead of the right hand side.
• Adds new features such as three property images, an expanded review section, and a larger map preview. 
• Places auction listings on the right. 
• Removes callout text.

Paired with an updated itinerary selection, this layout puts a stronger emphasis on property images and reviews, showcasing a more user-focused experience.

 

New layout

 

Standard layout

 

Implications for Hotels and Advertisers

Because users can only see marketing callouts if they click through to “compare prices,” this new layout directs more attention to property images and reviews. 

Advertisers must maintain high-quality visuals and capture strong ratings, as these elements will catch the users’ attention first, and then focus on auction listings. However, even in the new experience, price parity remains crucial to attract direct bookings effectively.

The user experience remains unchanged for those who click through on “Compare Prices” from the main search page or search directly within the hotels tab:

 

 

Why It Matters: Potential Performance Impact

This new layout spotlights reviews and images, enabling advertisers to make the most of their first impression on users to shape user trust and engagement. By prioritizing visually rich and informative content, Google appears to be focusing on and enhancing user engagement. While this could affect click volumes positively or negatively, the clicks are likely to be more qualified to convert, as users gain a fuller preview of each property upfront. Advertisers must maintain high ratings and strong visuals to capitalize on this format’s potential impact effectively.

Koddi’s automated strategies and support team are ready to guide advertisers through these changes. Contact us today to discuss how we can optimize your presence if this experience launches with all advertisers.