Airlines and hotel booking websites saw a significant surge in referral traffic from the search giant in 2019, according to new data from SimilarWeb. The increase underscores the extent to which Google services are becoming further embedded into every aspect of the travel ecosphere, from initial searches on through to the booking process. Search referral traffic is an important metric for hotel and airline websites because it can lead to more “conversions”—industry-speak for website visitors taking some kind of action, like actually buying things.Christopher Zara (Fast Company)