Anyone have insight into how effective Travel Click has been for hoteliers acquiring direct traffic on $GOOG?

https://www.travelclick.com/insight/travelclick-and-google-expand-partnership-to-help-hoteliers-maximize-revenue-in-an-increasingly-competitive-market/

Hoteliers need such a high conversion rate to outbid OTA's on CPC

This requires a huge digital infrastructure: efficient landing page / website, call centres, quality data.

Industry participants say $BKNG conversion is 7x industry average

~12-14% versus 1.5-2%

It really is hard to comprehend just how good $BKNG is at conversion

$GOOG doesn't want to hold the transaction; they want to provide the best information and shopper experience.

At the end of day, it comes down to who can win the Google Hotelads auction; OTA's versus brand. com

Can hoteliers really increase conversion that much that it would enable them to outbid $BKNG on $GOOG?

I think US chains have a chance due to chain consolidation:

US = 75% branded rooms
ex-US= 25-30%

This is why I believe $BKNG EU/APAC focus and high conversion means the $GOOG disintermediation bear case is somewhat flawed but also why $EXPE is in trouble