Spotted today during a search, Google is testing showing third party reviews for hotels. From what I can gather, both Booking.com and Priceline (update: Agoda as well) are taking part in the test. Showing underneath the Google Business listing in search, the reviews are being pulled from the hotel review pages of both platforms. Clicking on the “View 100 verified Booking.com reviews” brings you to a Booking.com page that shows off property reviews. I noticed when clicking on the link that there were UTM campaign tags assigned to this link, so I am very confident that Booking.com has agreed to this test and is providing this data. In the past, Booking.com has provided third party review data to Apple Maps, but I do believe this is a new test for Google.
Have you seen anything similar? Let me know on Twitter.