Ben Thompson:

First, note just how many screens you now have to scroll to reach organic results — at least 3 on an iPhone 11 Pro which is 812 points tall.

Again, this isn’t necessarily new — Google has been adding ads for a while — but what makes the hotel module compelling is that, while it is easy to ignore the ads, the module is genuinely useful! You have a map of the city with prices of various hotels, an opportunity to specify your dates, and several options to click through on.

Here is the rub, though, at least from an OTA perspective: