Skift Take

Google eventually will monetize its vacation rental listings, but paid advertisements in its Things To Do vertical will happen sooner. Conscientious objectors Airbnb, Expedia/Vrbo and Booking, which aren't participating with Google in vacation rentals for now, will likely have something to say about the shape of that money grab.

Series: Dennis' Online Travel Briefing

Dennis' Online Travel Briefing

Editor’s Note: Every Wednesday, Executive Editor and online travel rockstar Dennis Schaal will bring readers exclusive reporting and insight into the business of online travel and digital booking, and how this sector has an impact across the travel industry.

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Online Travel This Week Google's decision in March to add organic listings to Google Hotels — and thus to offer hotels and online travel agencies both paid and free options — is part of its overriding strategy, and it will eventually be replicated in both tours and activities, and vacation rentals. After all, in addition to Google Hotels, outside of the travel sector the company transitioned Google Shopping to a pay per click and a free model for vendors in July 2020, when it eliminated commissions. In almost any industry, companies crave to capture customers directly, but Google has seen incremental traffic in its hotel metasearch, or price-comparison, service since the company turned on free links to supplement the already-existing paid ads in its bid for more comprehensiveness and engagement. So Google is