I'm off to Athens [again] in the summer, so wanted to book a hotel - and as I knew the one I wanted to stay in, simply typed its name into Google - and this is the SERP, note the top ad [ie, the one that is the most expensive for the advertiser*]So I clicked on that ad, and got this page:
Note that it is part of the 'holiday booking' page - and so I could only find the cost of the hotel if I put in flight details as well. That was no good to me as my flight was already booked on another airline, and anyway easyJet don't fly to Athens from my local airport.
So I clicked on the 'where to stay' link and got this page:
But I then had to search for the hotel I wanted. Guess what, I gave up and booked on the hotel's own website - which carried the claim 'guaranteed cheaper than any other website'. An ambitious claim and [obviously] part of a wider strategy. Students of mine and readers of my book will recognise this issue in my Gilded Truffle Hotel case study.
* OK, I know there are other issues, but it does mean that easyJet are willing to pay to be the number one listing.