Google decided to enter dynamically to hospitallity industry with Google hotel ads and compete directly with OTAs. Until now when a customer or a potential customer searched for a hotel, in search results showed first OTAs like booking, expedia, and some other sites like TripAdvisor, Trivago etc. From now it has its own booking system that connects with hotel's booking system directly and a consumer can book a room through Google search results page or even with Google maps directly. First advantage of this tool for hoteliers is that gets all the analytics data in his own database of that lead or customer instead of getting all of these information to an OTA. According to that it's a big opportunity or strength to learn more things about that audience because it will take all the advantages of analytics tool. Second is the lower cost of your display ads third you can now retargeted by your own ads and finally its more flexible to control your room rates. I think that this tool has many advantages for hoteliers who thinks that those key aspects will improve their hotel revenue and looking for more personalized communication with their customers. Despite that we can not ignore the power of branded OTAs that are promoting and advertising your hotel. Finally the choice is yours based on prons and cons that fits with your strategy.