Similar Web reports that nearly 65% of searches on Google end up with 'zero clickthroughs' to websites because Google’s Gemini AI provides sufficient answers in its Answer Box, making a click to the underlying content (website, blog, article, etc.) unnecessary.
Because of generative AI platforms like ChatGPT, Gemini AI and “zero-click search,” many hotel marketers have seen referrals from Google search marketing decrease dramatically, hurting customer engagements and direct bookings.
Some marketing experts believe that hoteliers should not abandon search marketing on Google since Google continues to be the largest contributor to website bookings via its various advertising formats and advertising opportunities: SEO, AEO, Google Ads, Google Hotel Ads, GDN, Google Business Profile and YouTube.
The question is, should hoteliers abandon Google search marketing because of “zero-click search?”
Here is my take:
Don't write off Google! Despite ChatGPT's current lead as the most popular AI chatbot, Google Gemini is rapidly gaining ground and will decisively overtake ChatGPT in early 2027, according to EMARKETER's forecast.
The zero-click phenomenon on Google is a fact. So, how can hoteliers benefit from it? What does it mean for hotel marketing?
The answer is very simple: If there are no clicks, Google Hotel Ads and Google Ads become FREE BRAND MARKETING for the hotel since Google charges CPC only if someone clicks on your sponsored listings (Google Ads or Google Hotel Ads).
The moral of the story? Due to the zero-click searches, 65% of your hotel’s Google marketing is FREE marketing!
What should hoteliers do?
- Launch Google Ads (GA) campaigns for your branded keyword terms to capture all friends and family referrals, repeat guests, etc. The goal is to “own” 100% SOV (share of voice). These campaigns are inexpensive!
- Launch Google Ads campaigns targeting your top feeder markets. Focus on long tail keyword terms that best describe your hotel location and hotel product.
- Launch Google Hotel Ads (GHA) - free booking listings are a must. Use paid GHA in need periods.
- Launch Google Display Network (GDN) campaigns in your main feeder markets and GDN retargeting to convert travelers who have already visited your website.
- Invest in SEO, AEO and GEO - the cheapest marketing formats of them all.
Max Starkov
Hospitality & Online Travel Tech Consultant & Strategist
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